In this chapter we reflect upon the notion of creativity as it is used in classical and neo-classical economics and by its ancient predecessors of economic thinking. After showing that contemporary economic science is incapable to grasp the nature of creativity, we sketch the elements of a post-mechanist economic theory (Brodbeck 2001; 2012). Moreover, after pointing at the potentially destructive consequences of innovations, the creativity consequences analytical framework (Kampylis & Valtanen 2010) is introduced. On this base, we are assessing the intentions behind and expected consequences of entrepreneurial activity in the Norwegian nature-based tourism sector. Findings gained from data of a nation-wide survey in 2017 reveal that the sector is dominated by life-style entrepreneurs characterized by motives and creative practices grounded on a fruitful combination of human and business-centred goals and a responsible use of local resources. Policy implications and an agenda for future research are outlined in the conclusions.
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