The purpose of this paper is to explore the managerial approach and the entrepreneurial behaviours of tourism lifestyle entrepreneurs with a focus on the niche market of surf sports schools. This study was carried out in Sardinia, a Mediterranean island and an emerging destination in surf tourism. Data were mainly derived from semi-structured interviewees with 22 entrepreneurs in combination with participant observation. Lifestyle entrepreneurs were found to be innovative, proactive in taking business decisions while tending to be neither risk-takers nor competitive. Moreover, cooperation between competitors was notable. The results also highlighted that many entrepreneurs seized a business opportunity mainly for personal reasons related to enjoying a good lifestyle, being in an attractive natural and human environment, and seeking autonomy at work. Furthermore, the findings revealed travel experience, an inclination towards mobility, and an informal managerial approach.
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Nicoletta Fadda (2020) studied this question.
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