Erika Andersson Cederholm is Associate Professor in sociology at the Department of Service Management and Service Studies, Lund University. Her research interests embrace the intersection between culture, economy and social interactions, including service encounters and experiences in tourism and hospitality contexts. Her recent research focusses on the commodification and organisation of intimacy and emotions in hospitality contexts, lifestyle enterprising in the rural experience economy, and the boundary work between economic and non-economic life spheres in various service contexts.