<abstract xmlns="http://www.w3.org/1999/xhtml">
<p>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 in 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.</p>
</abstract>

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 in 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.

Female Leadership in Wine Tourism in Portugal

CERNAS-IPV Research Centre, Polytechnic Institute of Viseu

European Countryside

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Female Leadership in Wine Tourism in Portugal"}

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...

Female Leadership in Wine Tourism in Portugal

Published Online: Apr 02, 2024

Page range: 110 - 133

Received: May 05, 2023

Accepted: Oct 05, 2023

DOI: https://doi.org/10.2478/euco-2024-0007

Keywords
Wine tourism, rural tourism, gender stereotypes, female leadership, business success, sustainable rural development, Portugal

© 2024 Maria Lúcia Pato et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Female Leadership in Wine Tourism in Portugal

Published Online: Apr 02, 2024

Page range: 110 - 133

Received: May 05, 2023

Accepted: Oct 05, 2023

DOI: https://doi.org/10.2478/euco-2024-0007

KeywordsWine tourism, rural tourism, gender stereotypes, female leadership, business success, sustainable rural development, Portugal

© 2024 Maria Lúcia Pato et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Wine tourism, rural tourism, gender stereotypes, female leadership, business success, sustainable rural development, Portugal