Crafting a Unique Business Identity

Álvaro Dias
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Álvaro Dias: University Institute of Lisbon

Chapter Chapter 7 in Lifestyle Entrepreneurship in Tourism, 2025, pp 57-64 from Springer

Abstract: Abstract Lifestyle entrepreneurs are distinguished by their strong connections and effective communication with customers, as well as their deep and comprehensive understanding of the local context in which they operate. This unique positioning enables lifestyle entrepreneurs to leverage personal relationships and localized knowledge to attract and retain customers, rather than relying solely on conventional marketing strategies. Furthermore, their active engagement within the local community suggests that marketing approaches emphasizing the promotion of authentic and immersive experiences could foster conditions conducive to engaging tourists through co-creation processes.

Date: 2025
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DOI: 10.1007/978-3-031-89391-9_7

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