Presenting a Model for Women's Entrepreneurship in Rural Tourism Based on Grounded Theory

Document Type : Original Article

Authors

Mahin Moradbakhsh ¹

Seyyed Saeid Hashemi ¹

Ahmad Pourahmad, ²

¹ University of Science and Culture, Tehran, Iran.

² University of Tehran, Tehran, Iran

10.22067/jrrp.v15i1.2505-1137

Abstract

Purpose- The ultimate goal of this research is to present a model for women's entrepreneurship in rural tourism to address the growing needs in this field and facilitate rural women's economic participation, thereby contributing to sustainable rural development through tourism-based entrepreneurial activities.
Design/methodology/approach- In this study, the qualitative method of grounded theory was used to achieve this model, with semi-structured interviews conducted with knowledgeable individuals and specialists in the subject area as the primary method of data collection. The sampling method employed was theoretical sampling. After conducting interviews and collecting data, the obtained codes were analyzed in various sections, and the final model was derived through the three stages of open coding, axial coding, and selective coding.
Findings- The final model comprises six main components: causal conditions (tourism industry dynamics, customer dynamics, organizational strengthening, human resource dynamics, and problem identification), the central category (women's entrepreneurship in rural tourism), contextual conditions (organizational complexity, customer characteristics, and environmental conditions), intervening conditions (managerial barriers, structural barriers, and tourism industry characteristics), strategies (organizational flexibility, customer-oriented human resource development, enhancing customer interactions, and service development), and outcomes (policy evaluation, market development, customer satisfaction, economic-cultural growth, increased revenues, and emerging opportunities). The findings highlight that addressing infrastructure barriers and external factors affecting tourism supply can create a favorable environment for women's entrepreneurship.
Research limitations/implications- The qualitative nature and limited sample size (21 participants) may restrict generalizability. Future research could employ quantitative methods to test the proposed model across diverse geographical contexts. Additionally, longitudinal studies examining the long-term impacts of implemented strategies are recommended.
Originality/value- This research presents a comprehensive, empirically grounded model specifically designed for women's entrepreneurship in rural tourism, addressing a significant gap in the literature. The model provides practical guidance for policymakers, rural development planners, and tourism stakeholders seeking to empower rural women economically and promote sustainable rural development through tourism entrepreneurship.

Keywords

Women's Entrepreneurship

Rural Tourism

Grounded Theory

Subjects

• Rural Studies

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