Abstract
The emergence of lifestyle tourism recognizes the pivotal role of tourism lifestyle entrepreneurs (TLEs) in enhancing the tourism destination competitiveness. The values pursued by TLEs inform their practices and commitment to entrepreneurial activities. However, to understand how (1) extrinsic values of entrepreneurship are integrated into practices of TLEs in ways that foster a sense of commitment to their business, and (2) commitments are transformed into entrepreneurial behaviours that create value (e.g., innovation, creativity), self-determination theory (SDT) is applied to explain the nuanced and multifaceted nature of TLE’s motivations and behaviours. SDT distinguishes distinct types of extrinsic and intrinsic motivations, and postulates that the quality of motivation and its associated outcomes are determined by the perceived degree of volition or self-determination. Therefore, understanding TLE’s motivation from SDT’s perspective advances tourism entrepreneurship literature from traditional economic standpoints (i.e., entrepreneurial incentives), to focusing on how varying levels of self-determination impact TLE’s behaviours and subsequent interpersonal and business outcomes.