DIEGUEZ CASTRILLON, María Isabel; CANTO, Ana Gueimonde    CANTORNA, Ana I. Sinde. Business success and gender in rural tourism. []. , 6, pp.82-93. ISSN 1646-2408.

The purpose of this paper is to analyse the relationship between business success and gender in the field of rural tourism in Galicia (Spain), employing financial (or economic) and non-financial elements as factors for success. The small size of the field for research allows control of structural factors (industry, location and company size), employed by the existing literature to explain the relationship between business success and gender. The paper provides new knowledge about this relationship in a rural environment, with specific industry characteristics related to diversification, small size and owner motivation. The findings suggest the existence of a significant relationship between gender and success, measuring success with both subjective measures (related to profit orientation) and objective measures, related to employment. The perception of success appears to be higher for women, with significant gender differences.

: Gender; Business Success; Rural Tourism.

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