02627nas a2200457   4500000000100000000000100001008004100002653002100043653001100064653001900075653001200094653002100106653001200127653001400139653003100153653001200184653002000196653002100216653001000237653001600247653001600263653002500279653002100304653001000325653001200335653002300347100001800370700002100388700002500409700001700434700001900451700002000470700002800490700002300518700002200541245012000563856015300683490000700836520130600843022002002149                                       d10aentrepreneurship10aHumans10aPilot Projects10aRomania10arural population10aTourism10aalgorithm10aAnalytic hierarchy process10aarticle10aDecision making10aentrepreneurship10ahuman10aInheritance10apilot study10aqualitative research10arural population10aSound10aTourism10avalidation process1 aDaniel Stefan1 aValentina Vasile1 aMaria-Alexandra Popa1 aAnca Cristea1 aElena Bunduchi1 aCezar Sigmirean1 aAnamari-Beatrice Stefan1 aCalin-Adrian Comes1 aLiviu Ciucan-Rusu00aTrademark potential increase and entrepreneurship rural development: A case study of Southern Transylvania, Romania  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85099855387&doi=10.1371%2fjournal.pone.0245044&partnerID=40&md5=5a34577a9ae94a80de6344d928e962d40 v163 aCultural heritage capitalization in rural areas redefines the local development model. Thus, heritage tourism has become the engine of economic activities diversification. This study aims to identify a decision-making-model substantiating algorithm in order to support the local heritage capitalization (lesser known on the international cultural consumption market), based on three types of qualitative researches, and the improved Analytical Hierarchy Process (AHP) method. In case of lesser known heritage, trademark potential and international cultural tourism route for heritage capitalization are smart choices for the innovative local hub development. The developed AHP version allows for a broader investigation of the characteristics that can lead to a trademark associated development based on integrated and innovative tourism products. To substantiate our approach and validate the model, we conducted a pilot study on a geographic area (Southern Transylvania, Romania), slightly exploited from the perspective of heritage potential, and characterized by a combination of heritage assets. The study’s results can be used by local authorities as a foundation for sound and strategic development of the area with economic potential from tangible and intangible heritage (re)interpretation.  a19326203 (ISSN)