Abstract
This paper adds to previous conceptualisations of lifestyle entrepreneurship in tourism by framing the identity construction of such enterprises in terms of their ethical commitment to global issues, social and economic inequalities, and radical criticism of neoliberal capitalism. The study addresses a gap in the tourism studies literature which usually conceptualises entrepreneurs as either commercially oriented or lifestyle oriented. Such dichotomies do not easily accommodate entrepreneurs who are driven by a set of values associated with 'doing good'. A linguistic narrative analysis - combined with features of structural narrative analysis - is used to reveal three prominent entrepreneurial identities among a group of values-based Italian entrepreneurs: the intellectual and educational, the professional and entrepreneurial, and the empathic 'free speech'. These entrepreneurial identities challenge several assumptions about entrepreneurship in small non-commercially oriented tourism firms, thereby revealing some key theoretical and practical insights.