Abstract
We advocate the adoption of more expansive and creative methodological approaches the study of tourism. More specifically, we argue that by examining how individuals narrate their experiences and social practices, researchers can gain an insight into the meanings actors attach to their actions. Considered from this perspective, narratives become performative; they prompt actors to take actions that (they feel) actualise the story they are seeking to tell. To illustrate its value, we use linguistic narrative analysis to explore how the owner-managers of small values-based tourism firms narrate the operation of their business. A dataset of first person accounts made of both narratives in storified form featuring a chronological order with beginning, middle, and end, and narratives without a storified form largely recounting opinions, feelings, and points of view, are interpreted to offer new perspectives on the behaviours of small firms in tourism. We argue that narrative approaches should complement methods used routinely by tourism scholars to examine this constituency of actors (and others).