Women entrepreneurs as cultural custodians in tourism: a social feminism theory perspective

This study, grounded in social feminism theory, examines how women entrepreneurs in Cyprus use tourism enterprises to preserve and transmit cultural knowledge. Drawing on 26 semi-structured interviews, the research examines how participants balance economic goals with cultural responsibilities. The analysis identifies five interrelated themes, cultural identity, integration, advocacy, collaboration, and resilience, that inform a conceptual framework explaining how entrepreneurial agency is shaped by gendered social roles and expectations. By positioning women entrepreneurs as agents of transformative change, this study extends social feminism theory to include the preservation and transmission of cultural knowledge as a critical dimension of entrepreneurial agency. By linking entrepreneurship to cultural stewardship, the study offers insights into how women deal with structural constraints while engaging in locally meaningful forms of sustainability. These findings offer implications for policymakers and development practitioners who seek to support gender-responsive, culturally rooted entrepreneurship in marginalised tourism contexts.