Sustainable tourism development in rural and marginal areas and opportunities for female entrepreneurship: lessons from an exploratory study

Purpose The purpose of this paper is to analyse the role of female entrepreneurs in the development of sustainable tourism in marginal rural mountain areas. This role is studied with reference to two focal points: female entrepreneurs’ involvement in the creation and management of tourism/hospitality services characterized by elements of authenticity, experientiality and innovation (Focus 1) and their willingness to create or participate in local stakeholder networks (Focus 2). Design/methodology/approach Exploratory research was conducted in mountain areas where tourism development is still marginal. In depth face-to-face interviews were conducted with 11 businesswomen in Trentino (Italy), who agreed to take part in this study. Findings Female entrepreneurs play a very important role in the development of sustainable mountain tourism. Elements of authenticity, experientiality and innovation are shown to be characteristic of female entrepreneurship, as is women’s propensity to create and foster local stakeholder networks (directly or indirectly) linked to their own businesses. Research limitations/implications In the light of the exploratory nature of this study, a small convenience sample was used. Originality/value This research highlights specific features of female entrepreneurship related to the sustainable development of marginal rural areas and contributes to the academic debate on the topic. This topic is under-researched with regard to developed countries.