Sustainable entrepreneurship is the process of exploiting a recognized market opportunity in a way that combines business growth and the preservation of the ecosystem or the sociocultural environment. Is it possible to increase sales and customers while preserving both the entrepreneurial mind set and the original business concept of a nature experience? Our research proposition is that the entrepreneurial orientation, coupled with entrepreneurial marketing, or in a narrow perspective market orientation, will have a positive impact on business performance. Under the scope of an exploratory research, this paper describes a case study where the customized relationship between the managers regarding their customers and employees create a very innovative tourism service offer and processes, where all the details count. In fact, a séjour at this hotel is clearly above the customers‟ expectations, and that makes it unique, while in touch with a rural environment experience. As the founder declares, “I will be out of the business, if growth can’t be supported by the actual full customer service and respect of the environment of the interior rural Portuguese region of Avis”.

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entrepreneurial orientation,market opportunity,customer relationship,customer intensity,sustainable business performance,sustainable tourism