Rooted in Purpose: Community Attachment and Lifestyle Entrepreneurship in Low-Density Territories

Lifestyle entrepreneurship has emerged as a meaningful form of entrepreneurial activity in rural and low-density territories, where personal values, community attachment, and place identity intertwine with business creation. This study explores how lifestyle entrepreneurs embed themselves within their local contexts and contribute to the revitalisation of rural communities through tourism. Drawing on a qualitative multiple case study of three tourism-based ventures in the Planalto Mirandês (Portugal), the research examines entrepreneurs’ motivations, forms of community involvement, business models, and perceived challenges. The findings reveal that lifestyle entrepreneurs are driven by intrinsic motivations rooted in personal fulfilment, territorial attachment, and social purpose rather than profit maximisation. Their enterprises demonstrate varying degrees of community engagement—from transactional collaborations to transformational partnerships—and generate social, cultural, and environmental value despite structural barriers such as bureaucracy, informality, and seasonality. The study contributes to the literature on lifestyle entrepreneurship and community-based tourism by proposing a conceptual model that integrates individual, relational, and territorial dimensions of embedded entrepreneurship. Practical implications are discussed for policy frameworks aiming to foster sustainable development and resilience in low-density regions.