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IntroductionRecreational hunting in Sweden can be depicted as being embedded in two different but overlapping cultural and socio-economic contexts. One is the traditional non-commercial and stewardship-oriented form hunting, in Swedish called ‘allmoge’ hunting. It is characterised by a democratic hunting tradition where the local hunting team is ascribed a main role in wildlife management. These tThe paper is based on a study of hunting tourism enterprising in Sweden. The study examines how hunting tourism businesses in Sweden navigate in a complex social, economic and moral environment. The aim of the present paper is to identify how tensions between a market- oriented value sphere and a value sphere based on friendship- and community reciprocity are played out in hunting tourism entrepre