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

Levent Altinay
,
Emete Toros
,
Sanaz Vatankhah
,
Siamak Seifi

Oxford Brookes University
,
University of Kyrenia
,
Business & Management Research Institute (BMRI)
,
Taylor's University Malaysia
,
Sunway University
,
University of Oulu

Research Output: Contribution to journal Article Peer-review

Open access

Sustainable Development Goals

SDG 5 Gender Equality
SDG 8 Decent Work and Economic Growth
SDG 12 Responsible Consumption and Production

Abstract

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.