Craft-art in the Danish countryside : reconciling a lifestyle, livelihood and artistic career through rural tourism

To contribute new insight related to the entrepreneurial strategies adopted by local actors involved in rural tourism, this article explores the array of dynamics and complexities faced by the members of the Arts and Crafts Association Bornholm, Denmark. Besides juggling a livelihood with a desired lifestyle, artists pursue the ambition of professional success, which adds a new and interesting dimension to the conceptualization of individual and collective strategies related to lifestyle entrepreneurship, rural identities, the commercialization of rural symbols and products, and new modes of production in the countryside. In their search for customers and spectators, these craft-artists have created a professional brand and work individually on various entrepreneurial strategies, allowing them to benefit from the short but intensive tourist season on their rural island. These strategies blur the line not only between their lifestyle aspirations, career ambitions and livelihood necessities, but also between the commercial, professional and rural nature of the space they present to tourists. This qualitative study was primarily conducted through open-ended interviews with members of the association. It is discussed lastly that these artists consequently create for themselves a hybrid space, strategized and redefined in relation to the complexities of residing in a countryside integrated within a global system.Accepted 05 Feb 2016, Published online: 10 Mar 2016