The StarK Living Lab will:

• Generate knowledge through research, co-design and experimentation.
• Disseminate knowledge by sharing results and best practices with stakeholders.
• Facilitate discussions and debates on the main challenges and opportunities in the tourism and services sector.
• Enable stakeholders to explore challenges and co-create solutions through workshops and collaborative projects.
• Evaluate the impact of proposed solutions through pilot projects.

Tourism Lifestyle Entrepreneurs (TLEs) play a crucial role in the sustainability and competitiveness of tourist destinations. Motivated by lifestyle goals and strongly connected to their local communities, these entrepreneurs are vectors of social innovation, generating and implementing new solutions to social and environmental problems and needs. It is recommended that government bodies and destination authorities actively support TLEs through initiatives that foster the co-creation of value between entrepreneurs and local stakeholders, encourage a strong market orientation through the dissemination of relevant information and specific training, and facilitate access to resources that can overcome their limitations.

A recent study looks at nascent entrepreneurship in the tourism and hospitality sector, a crucial phase for innovation and economic recovery, especially in the post-pandemic context. The research systematises the factors that drive the creation of new companies, including the motivations of entrepreneurs, their human and social capital, and the influence of government and incubators. It is essential that researchers and policymakers recognise the value of analysing projects that have not yet been implemented, thus gaining valuable insights that go beyond the successes that have already been achieved. It is recommended that future research explore the combinations of skills (‘Jack of all trades’) required for success at this early stage, the specific role of the local context and community in recognising opportunities, and the most effective ways of structuring and leveraging business incubators in the tourism sector.

A recent study on small and medium-sized tourism businesses in Portugal demonstrates the central role of entrepreneurial passion as a necessary condition for the realisation of social innovations, which contribute significantly to the sustainability and competitiveness of tourist destinations. In addition, connection to the community and entrepreneurial self-confidence prove to be positive influencing factors in the implementation of innovative practices with a social impact. It is therefore recommended that local governments and tourism authorities prioritise support for entrepreneurship and sustainability, fostering entrepreneurial passion through training programmes and offering tools for identifying opportunities.

To achieve success in the tourism sector, it is imperative that entrepreneurs value and integrate local knowledge into their operations. This approach allows them to create unique and authentic value propositions, differentiating their business from the competition. By actively involving the local community and its traditions, entrepreneurs can access valuable information and establish strategic partnerships that strengthen the sustainability of their business model. The effective assimilation of this knowledge translates into the ability to innovate, developing new experiences and services that meet tourists' expectations and boost competitiveness.