The article analyses how hunting tourism businesses in Sweden navigate in the nexus between moral and economic value spheres. Through the analytical lens of 'moral gatekeeper', the business operators are depicted as acting from a position where they navigate in a contested space. The analysis demonstrates how the operators balance different norms and practices of recreational hunting, wildlife management, business ethics and customer expectations. The study is based on ethnographic interviews with business operators, observations of hunting arrangements, and document analysis of hunting media, with a focus on narratives and accounts of value. The findings show a complex moral economy where stewardship hunting and gift economics are both intertwined with and kept separate from market relations, which makes the hunting arrangements, appear as a 'peculiar' form of commodity. The analysis demonstrates how moral arguments concerning wildlife management and human well-being are embedded in market relations and discourses on experiences, entailing seemingly opposite forms of commodification. One is related to calculable values, as in trophy hunting, and one is related to the embodied experience of nature. The study provides nuanced and contextual knowledge of the intertwinement of personal and market relationships in recreational hunting and the commodification of wildlife experiences.

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Living and selling a dream: Lifestyle entrepreneurship in the intersection between family, market and political rhetoricThe article focuses on lifestyle entrepreneurship, characterised by a balancing work between personal lifestyle motives and economic motives. It builds on a qualitative study of business owners who have realized a life dream of starting a countryside business in the tourism and hospitality industry in Sweden. Through the notion of "balancing work", the analysis focuses on the tension between a personal life sphere and a market. In particular, the analysis highlights how the notion of "the life dream" emerges as a narrative practice of self-realization, simultaneously as it is offered as an experience product. The analysis demonstrates how the entrepreneurs balance between personal stories of togetherness and marketing practices, between images of right and wrong commodification, and between constraining working conditions and a popular image of the successful entrepreneur, reinforced by a political discourse on rural entrepreneurship. It is concluded that balancing work between personal identities and economic practices is a practice of valuation, offering new insights into working conditions and markets situated in the intersection between markets and personal life spheres.

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