A framework for gender influences on sustainable business models in women’s tourism entrepreneurship:doing and re-doing gender

Drawing on the literature that examines business models, feminist ethics of care and social policy, this article develops a theoretical framework for uncovering gender influences on sustainable business models by women entrepreneurs in a highly patriarchal and established tourism destination. Gender influences are socially embedded drivers that inform how women entrepreneurs create and operate sustainable business model archetypes and manifest as doing gender (accepting and complying with gendered perceptions) and redoing gender (resisting gendered perceptions by displaying masculine traits or taking advantage of their femininity) in the business realm. Empirically, the article provides a qualitative analysis of in-depth interviews with women owner-managers of fourteen small tourism firms in Turkey. The study provides evidence of gender influences that materialise as gendered perceptions of identity, role expectations and legislative practices (regulative). The managerial and social policy implications that encourage and support women entrepreneurs in pursuing sustainable business models are critically examined.