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The aim of this article is to understand the “market-agencements” deployed around hiking, as pervasive as it is in the tourism offer of French destinations, by focusing on the Breton coastline. On the basis of a socioeconomic market approach as part of the actor-network theory extension, the purpose is to analyze the processes whereby the coastal hiker is transformed into a client, and the commercial relations developing around the commercialized hiking products (from concept to consumption of these goods, via production and commercialization). This perspective helps to grasp the dynamics of the hiking market, the multiplicity of actors engaged in this market, and the role of technical devices in the commercial processes. Based on a qualitative survey, analysis highlights an increasing “economization” of hiking via trails, with a diversified offer of products supported by hybrid networks. The article examines the commercial configurations at work within this multifaceted market.

The market of coastal hiking. An approach based on “market-agencements”