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Advisor(s)
Abstract(s)
Based on data collected from managers of wine tourism businesses in
rural areas in Portugal, this study highlights the equal potential of female leadership in
wine tourism. Specifically, women’s profiles, management practices and leadership
narratives were analyzed and contrasted with corresponding data reported by their male
counterparts. Concerning personality traits, no statistical difference between men and
women was identified, which was also the case for some management practices, with
sustainability concerns being important for both male and female business managers.
Differences were found for communication with markets, being dominated by online
devices, particularly with social networks in the case of women. As for their leadership
position, women further tend to prefer a shared management approach in opposition to a
more individualist management style followed by men.
Description
Keywords
Wine tourism rural tourism gender stereotypes female leadership business success sustainable rural development Portugal
Citation
Pato, M. L., Cunha, D., Barroco, C., Cunha, C., & Kastenholz, E. (2024). Female Leadership in Wine Tourism in Portugal. European Countryside, 16(1), 110-133.
Publisher
European Countryside