Through the gender looking-glass: Brazilian tourism entrepreneurs

This paper aims to investigate the ways in which gender influences entrepreneurial motivations and barriers in the Brazilian tourism sector. As an economic process, tourism entrepreneurship is widely spread in Brazil, with tourism development programs promoting it as a strategy to empower women, however limited research exists on how gender roles influence entrepreneurial ideals. This nationwide study aims to provide a contemporary insight into how tourism entrepreneurs in Brazil are situated within current entrepreneurship theorizing by questioning the complexity caused as gender roles influence entrepreneurial conceptualizations of what constitute motivations and barriers.

This study uses online questionnaires aimed, for the first time, at a large variety of tourism sub-sectors in Brazil. Having nation-wide scope, the questionnaires produce knowledge on what motivates and what constrains Brazilian tourism entrepreneurs through a gender lens. Quantitative analysis using SPSS statistical software tests the statistical significance of results and is complemented by the integration of feminist economic theories into the analytical framework.

The current study’s findings highlight the invisibility of gender’s workings, as the majority of participants did not conceive gender as playing a role in their entrepreneurial experience. Entrepreneurial motivations and barriers show a departure from past literature, such as the fact that similar numbers of male and female tourism entrepreneurs perceive networking as a significant entrepreneurial barrier. This and other interesting findings prompt for alternative conceptualizations of discourses surrounding women’s involvement in tourism entrepreneurship.

This study consists of an original contribution to knowledge on tourism entrepreneurship in Brazil as this is the first time an empirical study has been made on a nation-wide scale regarding the role of gender in Brazilian tourism entrepreneurs’ motivations and constraints.