Destination Branding through Tourism Entrepreneurship and Territorial Identity: The Center of Portugal as a Case Study

Purpose: This study explores how entrepreneurs perceive the territorial brand of the Center Region of Portugal and identifies key attributes that influence investment decisions. A strong territorial brand enhances destination value, fostering a sense of belonging and attracting tourists, residents, and businesses. Design/methodology/approach: A transversal and exploratory study was conducted using a self-administered questionnaire survey with entrepreneurs in the Center Region. A total of 138 responses (N=138) were analyzed through word clouds and descriptive analysis. Findings: The results show that the "Center of Portugal" brand is strongly associated with "Nature" and "Diversity." Entrepreneurs seek investment opportunities aligned with the region’s unique characteristics. The most valued attributes include Natural Heritage, Gastronomy and Wines, Thematic Routes, Safety, and Sports and Outdoor Activities. Research limitations/implications: The study is limited by its sample size and regional scope, which may affect the generalizability of findings. Future research could expand the sample and compare different regions. Practical implications: Understanding the attributes valued by entrepreneurs can help policymakers and regional development organizations enhance territorial branding strategies to attract investment. Originality/value: This study provides insights into the perception of a territorial brand from an entrepreneurial perspective, highlighting the factors that influence investment decisions. By identifying key territorial attributes, it contributes to the development of place-branding strategies that enhance the region's attractiveness for business investment. Keywords: Tourism entrepreneurship; Territorial identity ; Territorial marketing; Place branding DOI: https://doi.org/10.58869/EJABM11(1)/02