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

PURPOSE – The purpose of this paper is to analyse the role of female entrepreneurs in the development of su-stainable tourism in marginal rural mountain areas. This role is studied with reference to two focal points: fe-male entrepreneurs’ involvement in the creation and management of tourism/hospitality services characte-rized by elements of authenticity, experientiality and innovation (Focus 1) and their willingness to create or par-ticipate in local stakeholder networks (Focus 2). DESIGN/METHODOLOGY/APPROACH – Exploratory research was conducted in mountain areas where tourism deve-lopment 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 tou-rism. Elements of authenticity, experientiality and innovation are shown to be characteristic of female entre-preneurship, as is women’s propensity to create and foster local stakeholder networks (directly orindirectly) lin-ked 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 sustai-nable development of marginal rural areas and contributes to the academic debate on the topic. This topic is under-researched with regard to developed countries.