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The purpose of this article is to study the determinants of “entrepreneurial culture” as a necessary condition for the formation of effective entrepreneurial ecosystems. Based on data from ENDEAVOR BRASIL, which show which Brazilian cities have the best indices of entrepreneurship, a cut is proposed, highlighting the city of Porto Alegre RS (southern region of Brazil) for an analysis of “Tourism Trade” of this capital. Methodologically, it was decided to formulate a research instrument based on the seven dimensions present in the concept of Entrepreneurial Guidance. Sixty two companies were interviewed between May and June 2017. As results, within the limits of an investigation exploratory, the factors that still exert influence for the low performance at the level of an entrepreneurial orientation, are: business strategies focused on the short-term results, potentiated by the culture in prioritizing marketing actions and preference for projects tending to low risk.

A consolidação de uma orientação empreendedora: um estudo sobre o “Trade Turístico” de Porto Alegre/RS (Brasil)