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Crafting a Unique Business Identity

In: Lifestyle Entrepreneurship in Tourism

Author

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  • Álvaro Dias

    (University Institute of Lisbon)

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.

Suggested Citation

  • Álvaro Dias, 2025. "Crafting a Unique Business Identity," SpringerBriefs in Business, in: Lifestyle Entrepreneurship in Tourism, chapter 0, pages 57-64, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-031-89391-9_7
    DOI: 10.1007/978-3-031-89391-9_7
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