Empirical research on tourism businesses operated by women entrepreneurs in Portugal and Turkey A comparative study

Resumo

Aims | | Rural areas are generally characterised by the presence of traditional agricultural and forestry activities, or even extractive activities, where there is usually no place for the processing of natural resources. This situation excludes the emergence of new activities in rural areas of a post-industrial nature, such as tourism. With regard to traditional social structures and values, there is a widespread perception among urban dwellers that rural areas are likely to retain those peculiarities that are absent in contemporary urban societies. These traditional social structures and values are based on a sense of community, the prevalence of local rather than cosmopolitan cultures, and a slower, more 'natural' way of living in communion with nature, less materialistic and more holistic (Lane, 1994 apud Roberts & Hall, 2001).This study aims to identify the social and economic contributions of women-owned tourism enterprises to the rural areas in which they are located, within the framework of sustainable entrepreneurship, and the nature of their innovative practices.

Methodology | To this end, a purposive sampling method was used to collect data from tourism enterprises established and run by women's initiatives. Using the interview technique, one of the qualitative research methods, answers are sought to the following research questions: I) What kind of social and economic efforts are women making in the rural areas of Amasya in Turkey and Minho in Portugal through sustainable entrepreneurship? II) What are the innovative practices of women in their enterprises? III) How do women manage to reconcile their family life with being hosts in accommodation units?

Main results and contributions | This study will highlight the essential role of women in the dynamisation of tourist accommodation in both Turkey and Portugal. The rural world is typically characterised by the predominance of part-time farming. In this context, agriculture acts as a support for other sources of income, such as wages earned from part-time work outside the farm (Hespanha, 1994). Small-scale farming is therefore prevalent as a supplement to the farmer's income.  Women who host in country houses see tourism as a source of multiple income.

Limitations | The sample collected in this study, although small, provides an insight into the role of women in two culturally different societies. Moreover, the regions studied are not homogeneous in terms of their geography and the cultural references of the people they serve. Nevertheless, this study will highlight the challenges faced by women in a context of globalisation that favours the expansion of tourism in both regions.

Conclusions | Women have played an important role in all societies since the dawn of time. Today, women are very successful in business and hold important positions. Particularly in developing destinations and rural areas, women entrepreneurs set an example and contribute to society in social and economic terms. In addition, given the developments and changes in technology and information technology, it is predicted that businesses that do not keep pace with innovation and are only profit-oriented will not be successful in the long term. In this context, companies that provide social, environmental and economic benefits to society and follow innovation may be more successful.