Rethinking Cultural Business Models Through Artistic Interventions in Tourism-related Contexts

This chapter explores how artistic interventions in tourism-saturated contexts provide insight into alternative cultural business models (BMs) that could enhance their economic viability. Drawing on critical perspectives from cultural entrepreneurship, the creative industries, and BM theory, the chapter examines how notions such as bricolage, informality, and situated practice help make sense of artistic work that does not conform to standard entrepreneurial frameworks. Through three cases of artistic interventions situated in tourism-driven environments, the chapter identifies four recurring patterns: ultra-light and non-bureaucratic organizational forms, pragmatic yet ethically filtered engagement with markets, a critical stance toward dominant tourism imaginaries, and a shift in artistic labor from authorship to mediation and facilitation. Together, these patterns reveal cultural producers practicing BMs through assemblages, relational networks, and everyday experimentation. By foregrounding bricolage as an organizing logic, the chapter advances a plural, place-based conception of cultural BMs that acknowledges informality, context-specific value creation, and artistic autonomy as pillars of sustainable cultural production.