The qualitative approach applied to this research sought to gain an understanding of the phenomenon of ‘lifestyle’ in the context of the small- scale accommodation provider. This study demonstrated the utility of the qualitative approach in providing a valuable insight into the motivations and behaviour of the individual in relation to Bed and Breakfast proprietorship. The study began by reviewing the literature from two important research fields (tourism and hospitality and, entrepreneurship and small business) with the purpose of understanding theory, identifying important issues and highlighting areas in need of further research. The literature pertaining to social psychology was also taken into consideration. Reviewing the existing research relating to lifestyle attributed businesses, highlighted a number of issues regarding the concept of lifestyle entrepreneurship. Firstly, it was noted that lifestyle motivations in the small business sector were particularly well articulated in the tourism and hospitality literature, however, the importance of lifestyle entrepreneurship and its application to the study of the small firm has not received a great deal of attention in the entrepreneurship and small business domain. Thus, there appears to be a disconnect between the hospitality and tourism and the entrepreneurship and small business literature. Secondly there is no consensus as to what lifestyle entrepreneurship actually is other than these entrepreneurs displaying common entrepreneurial objectives. These include, among others, the desire to be one’s own boss; to avoid unemployment or redundancy; to live in a specific area; to escape a busy urban setting; to maintain the family home; the desire for social collaboration; and the opportunity for self-fulfilment. As such, there are a number of different conceptions of lifestyle, which appear to be dependent upon the analysis of these lifestyle objectives and resulting practices as the explanatory link to tell us what they do and why. Common lifestyle practices identified in the literature include: socialising with guests which provides the opportunity for friendship; the use of physical barriers to control the desired level of social interaction and presenting the property in a particular way to present a favourable impression to others.
An analysis of the interviewee responses given in this study revealed multiple lifestyle related motivations and objectives which influence the individual in
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their strategy for business and in the realisation of their objectives. These include: the desire for freedom and flexibility; the degree to which the respondents make use of physical boundaries and display signs of psychological boundaries; their desire for, and the advantages/disadvantages of social interaction; the need to maintain a positive self view and the desire for change and/or continuity in the life course. It was noted that these lifestyle practices were not experienced as discreet factors but rather more than one factor was desired by any one individual at any given time. Three ideal types of lifestyle entrepreneur were subsequently identified and described as follows: the Business Orientated Lifestylers, the Lifestyle Focused Business Performers and finally those at the opposite end of the spectrum, the Self-Expressive Homemakers. These categorisations are ideal typifications, differentiated by characteristics, motivation and behaviour. However the results of this study indicated that not all respondents fell neatly into one or other grouping, rather they sat somewhere between the two extremes. As such, it was not possible to categorise these ‘lifestyle’ entrepreneurs under one umbrella as the degree of focus each individual placed on these lifestyle objectives varied from person to person.
In considering each of the lifestyle objectives and the resulting categories in detail, the findings showed a number of similarities to existing studies of the lifestyle entrepreneur, particularly with regard to the use of physical barriers and the implications for host/guest social interaction. Concerning the role of self in the entrepreneurial process, it is clear from the literature review that the notion of self has been addressed within the entrepreneurship literature however, given the perceived importance of the role of self in lifestyle entrepreneurship, it is somewhat understated in the areas of tourism and hospitality. This study provides a detailed discussion of the self in the entrepreneurial process, with particular reference to the role of home hosting in providing continuity of self. As such, this study extends the current research in this area.
Distinct from previous studies of lifestyle entrepreneurship, this study used the model of a continuum to portray these lifestyle business owners as being between low intensity and high intensity lifestyle goals and objectives. Respondents at any point on the continuum between the Business Orientated
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Lifestylers and the Self Expressive Homemakers might experience the desire for the same lifestyle objectives; however these were shown to manifest themselves differently. For example, the Business Orientated Lifestylers interpret freedom and flexibility as the time available to deal with issues unrelated to their business whereas the Self Expressive Homemakers were shown to interpret freedom and flexibility as the time available to interact with others and having the freedom and flexibility to meet people in the comfort of their own home. This study has also revealed that, whilst individuals at any point on the continuum may have similar desires regarding lifestyle practices, their position on the continuum is dynamic and will change with time and circumstance. The entrepreneurship and small business literature refers to this changing relationship between the entrepreneur and their business during the entrepreneurial process, however, this is something which is has been largely overlooked in the areas of tourism and hospitality.
By taking a continuum approach to lifestyle entrepreneurship, this study has been able to demonstrate that not only do lifestyle practices vary from person to person but that these practices are intertwined and interdependent. It has shown that there is a great deal of interplay and connection between the lifestyle practices. For example, physical barriers (or not) have been highlighted as a means of controlling the desired level of host/guest interaction. Social interaction and the resulting visitor feedback, in turn, have been shown to support a positive self view, which in many cases fulfils the individual’s desire for continuity in their view of themselves as a successful business person or homemaker/carer. There is little existing research which considers this dynamic interplay between the lifestyle practices and none which matches the degree of analysis presented here. It is therefore suggested that the model developed in this study will assist researchers to better understand the lifestyle concept, its processes and outcomes.