The Effect of Women Entrepreneurship and Perception of Women's Work on the Development of Women's Brand Agricultural Tourism (Case Study: Oramanat Area)

Subject Areas : Quarterly Journal of Woman and Society

Yazdan Shirmohammadi ¹ (Associate Professor, Department of Business Management, Payame Noor University, Tehran, Iran.)
Farideh Ramezani ² (Master, Department of Tourism Marketing Management, Payame Noor University, Tehran, Iran)
Esmaeil Nasiri hendehkhaleh ³ (Associate Professor, Department of geography and urban planning, faculty of literature and humanities.University of Guilan.Rasht.Iran.)
amene kamali sarvestani ⁴ (Master Student of Environmental Geology, Faculty of Earth Sciences, Shahroud University of Technology, Shahroud, Iran.)

Received: 2022-06-14 Accepted : 2023-02-06 Published : 2023-04-21

Keywords: Women, Empowerment, Entrepreneurship, agricultural tourism, understanding women's work,

Abstract :

Women's empowerment has become a vital component of sustainable tourism development in tourism destinations. At the same time, achieving gender equality and women's empowerment is the fifth goal of the United Nations Sustainable Development Program. Also, the tourism industry can create a good environment for women entrepreneurship and participation in work and agricultural tourism. With the introduction of women's entrepreneurship, women's participation in the process of economic development has increased in various ways. However, there are many barriers to women's empowerment in achieving entrepreneurship, and perceptions of women's work vary in different societies. The purpose of this study is to investigate the effect of women entrepreneurship and understanding of women's work on the development of agricultural tourism through psychological, social, political and economic empowerment of women. A four-dimensional framework was used to measure empowerment: (1) economic, (2) psychological, (3) social, and (4) political. The present research is applied in terms of purpose and in terms of method and nature of a descriptive survey research. The study population includes women tourists who have traveled to the village of Oramanat and experienced agricultural tourism. The sampling method was non-randomly available. Cochran's formula for unlimited communities was used to select the sample. . The results showed that women's entrepreneurship and understanding of women's work is effective on the development of agricultural tourism through psychological, social, political and economic empowerment of women.

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