Women entrepreneurs in Türkiye’s hospitality sector: Motivational drivers, challenges, and resilience

Burcu Koç

doi:10.31822/jomat.2026-11-2-289

Women entrepreneurs in Türkiye’s hospitality sector: Motivational drivers, challenges, and resilience

Abstract

This qualitative study investigated women’s motivations for becoming entrepreneurs, the challenges they face, and the factors giving them the resilience to overcome these difficulties. Data were collected from 10 women entrepreneurs in Türkiye’s hospitality sector. The data analysis identified six main entrepreneurial motivations: (1) proving themselves professionally; (2) being recognized socially; (3) increasing income and family well-being, and ensuring that their children have a better future, including the chance to inherit a sound business; (4) demonstrating their entrepreneurial abilities, making their mark on the hospitality sector and society generally; (5) responding to previous negative workplace experiences and burnout, and using their work experience to develop their own business; and (6) enjoying the excitement from using the entrepreneurial abilities recognized by their friends and family. Witnessing the entrepreneurial successes of close relatives is another source of encouragement for women. The participants also reported a number of challenges, particularly lack of financial support; the harmful effect of dealing with debt on their social life and work-life balance; gender prejudices; unfair competitive practices of large businesses; lack of qualified workers; problems maintaining their supply chain; feeling obliged to behave in a masculine manner to assert their authority; unjustified criticisms from customers; high taxes; and drawn-out legal processes. Additionally, several factors were found to increase women entrepreneurs' resilience against challenges: conducting an identity-based struggle; maintaining their professional stability; sustaining a habitual initiative; continuing their business to avoid experiencing a sense of failure; drawing on the maternal role, a strong sense of responsibility, and social support to maintain emotional resilience; and utilizing the accumulated knowledge from previous training and experience in entrepreneurship. Finally, the findings showed that family members are frequently involved in business operations, highlighting the critical role of family support for women entrepreneurs’ success.

Keywords

women entrepreneurs, motivational drivers, challenges, resilience, hospitality sector, Türkiye

References

Adler, P. S., & Kwon, S. W. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17-40. https://doi.org/10.5465/amr.2002.5922314
Ali, R. S. (2018). Determinants of female entrepreneurs growth intentions: A case of female-owned small businesses in Ghana’s tourism sector. Journal of Small Business and Enterprise Development, 25(3), 387-404. https://doi.org/10.1108/JSBED-02-2017-0057
Altinay, L., Toros, E., Vatankhah, S., & Seyfi, S. (2026). Women entrepreneurs as cultural custodians in tourism: A social feminism theory perspective. Tourism Management, 112, 105267. https://doi.org/10.1016/j.tourman.2025.105267
Bagheri, F., Ghaderi, Z., Abdi, N., & Hall, C. M. (2023). Female entrepreneurship, creating shared value, and empowerment in tourism; the neutralizing effect of gender-based discrimination. Current Issues in Tourism, 26(21), 3465-3482. https://doi.org/10.1080/13683500.2022.2126749
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Carter, S. L., & Shaw, E. (2006). Women's business ownership: Recent research and policy developments. Report to the Small Business Service-UK. https://strathprints.strath.ac.uk/8962/
Chatterjee, I., Shepherd, D. A., & Wincent, J. (2022). Women's entrepreneurship and well-being at the base of the pyramid. Journal of Business Venturing, 37(4), 106222. https://doi.org/10.1016/j.jbusvent.2022.106222
Coleman, J. S. (1988). Social capital in the creation of human capital. American Journal of Sociology, 94, 95-120. https://doi.org/10.1086/228943
Costa, P. L., Ferreira, J. J., & de Oliveira, R. T. (2023). From entrepreneurial failure to re-entry. Journal of Business Research, 158, 113699. https://doi.org/10.1016/j.jbusres.2023.113699
Das, M. (2000). Women entrepreneurs from India: Problems, motivations and success factors. Journal of Small Business & Entrepreneurship, 15(4), 67-81. https://doi.org/10.1080/08276331.2000.10593294

De Simone, S., Pileri, J., Mondo, M., Rapp-Ricciardi, M., & Barbieri, B. (2022). Mea culpa! The role of guilt in the work-life interface and satisfaction of women entrepreneur. International Journal of Environmental Research and Public Health, 19(17), 10781. https://doi.org/10.3390/ijerph191710781
Dionysopoulou, P., & Aivaliotou, E. C. (2021). Female entrepreneurship in the tourism sector: The case of Greece. In M. Valeri & V. Katsoni (Eds.), Gender and tourism: Challenges and entrepreneurial opportunities (pp. 257-284). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80117-322-320211015
Erkol Bayram, G. (2018). Kadın girişimciler ve turizm: Mevcut durum ve sorunlar üzerine Sinop ilinde bir araştırma [Women entrepreneurs and tourism: An investigation on the current situation and problems in Sinop province]. İşletme Araştırmaları Dergisi, 10(2), 56-88. https://isarder.org/index.php/isarder/article/view/560
Figueroa-Domecq, C., De Jong, A., & Williams, A. M. (2020). Gender, tourism & entrepreneurship: A critical review. Annals of Tourism Research, 84, 102980. https://doi.org/10.1016/j.annals.2020.102980
Filimonau, V., Matyakubov, U., Matniyozov, M., Shaken, A., & Mika, M. (2024). Women entrepreneurs in tourism in a time of a life event crisis. Journal of Sustainable Tourism, 32(3), 457-479. https://doi.org/10.1080/09669582.2022.2091142
Freund, D., Ramírez García, I., Boluk, K. A., Canut-Cascalló, M., & López-Planas, M. (2024). Exploring the gendered tourism entrepreneurial ecosystem in Barcelona and responses required: A feminist ethic of care. Journal of Sustainable Tourism, 32(3), 637-655. https://doi.org/10.1080/09669582.2023.2207780
Ghaderi, Z., Tavakoli, R., Bagheri, F., & Pavee, S. (2023). The role of gender equality in Iranian female tourism entrepreneurs’ success. Tourism Recreation Research, 48(6), 925-939. https://doi.org/10.1080/02508281.2023.2168857
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59-82. https://doi.org/10.1177/1525822X05279903
Hallak, R., Assaker, G., & Lee, C. (2015). Tourism entrepreneurship performance: The effects of place identity, self-efficacy, and gender. Journal of Travel Research, 54(1), 36-51. https://doi.org/10.1177/0047287513513170
Hlanyane, T. M., & Acheampong, K. O. (2017). Tourism entrepreneurship: The contours of challenges faced by female-owned BnBs and Guesthouses in Mthatha, South Africa. African Journal of Hospitality, Tourism and Leisure, 6(4), 1-17. https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_50_vol_6__4__2017.pdf
Hundera, M., Duysters, G., Naudé, W., & Dijkhuizen, J. (2019). How do female entrepreneurs in developing countries cope with role conflict? International Journal of Gender and Entrepreneurship, 11(2), 120-145. https://doi.org/10.1108/IJGE-12-2018-0138
Jamali, D. (2009). Constraints and opportunities facing women entrepreneurs in developing countries: A relational perspective. Gender in Management: An International Journal, 24(4), 232-251. https://doi.org/10.1108/17542410910961532
Kim, H., Sefcik, J. S., & Bradway, C. (2017). Characteristics of qualitative descriptive studies: A systematic review. Research in Nursing & Health, 40(1), 23-42. https://doi.org/10.1002/nur.21768
Konaklıoğlu, E., & Kaleözü, S. (2023). Turizm sektöründeki kadın girişimcilerin motivasyon faktörleri ve kişilik özelliklerine ilişkin nitel bir araştırma [A qualitative research on motivation factors and personality features of women entrepreneurs in tourism sector]. İşletme Araştırmaları Dergisi, 15(1), 274-285. https://doi.org/10.20491/isarder.2023.1586
Kourtesopoulou, A., & Chatzigianni, E. E. (2021). Gender equality and women's entrepreneurial leadership in tourism: A systematic review. In M. Valeri & V. Katsoni (Eds.), Gender and tourism: Challenges and entrepreneurial opportunities (pp. 11-36). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80117-322-320211002
Kurniawan, Pahrijal, R., Maulana, A., Maminirina Fenitra, R., Budiman, D., & Supriandi. (2025). Beyond boundaries: Fostering women entrepreneurs’ success through culture, family, and entrepreneurship. Frontiers in Sociology, 10, 1513345. https://doi.org/10.3389/fsoc.2025.1513345
Kutlu, G., & Ngoasong, M. Z. (2024). A framework for gender influences on sustainable business models in women’s tourism entrepreneurship: Doing and re-doing gender. Journal of Sustainable Tourism, 32(3), 500-518. https://doi.org/10.1080/09669582.2023.2201878
Lim, Y., & Suh, C. S. (2019). Where is my partner? The role of gender in the formation of entrepreneurial businesses. Small Business Economics, 52(1), 131-151. https://doi.org/10.1007/s11187-018-0027-3
Liyanagamage, N., Glavas, C., Kodagoda, T., & Schuster, L. (2024). Psychological capital and emotions on “surviving” or “thriving” during uncertainty: Evidence from women entrepreneurs. Journal of Small Business Management, 62(5), 2670-2706. https://doi.org/10.1080/00472778.2023.2250408
Lynch, P. (1998). Female microentrepreneurs in the host family sector: Key motivations and socio-economic variables. International Journal of Hospitality Management, 17(3), 319-342. https://doi.org/10.1016/S0278-4319(98)00025-5
Madawala, K., Foroudi, P., & Palazzo, M. (2023). Exploring the role played by entrepreneurial self-efficacy among women entrepreneurs in tourism sector. Journal of Retailing and Consumer Services, 74, 103395. https://doi.org/10.1016/j.jretconser.2023.103395
Makandwa, G., & de Klerk, S. (2024). Impact of family moral support on female entrepreneurs involved in craft tourism. Journal of Tourism and Cultural Change, 22(1), 61-75. https://doi.org/10.1080/14766825.2023.2248065
Maliva, N., Anderson, W., Buchmann, A., & Dashper, K. (2024). Risky business? Women’s entrepreneurial responses to crisis in the tourism industry in Tanzania. Journal of Sustainable Tourism, 32(3), 438-456. https://doi.org/10.1080/09669582.2023.2186827
Martini, U., Malacarne, K., Pederzolli Giovanazzi, S., & Buffa, F. (2020). Sustainable tourism development in rural and marginal areas and opportunities for female entrepreneurship: Lessons from an exploratory study. Worldwide Hospitality and Tourism Themes, 12(4), 421-430. https://doi.org/10.1108/WHATT-05-2020-0023
Mason, M. (2010). Sample size and saturation in PhD studies using qualitative interviews. Forum Qualitative Sozialforschung Forum: Qualitative Social Research, 11(3). https://doi.org/10.17169/fqs-11.3.1428
Memili, E., Patel, P. C., Koç, B., & Yazıcıoğlu, İ. (2020). The interplay between socioemotional wealth and family firm psychological capital in influencing firm performance in hospitality and tourism. Tourism Management Perspectives, 34, 100651. https://doi.org/10.1016/j.tmp.2020.100651
Mkini Lugalla, I., Jacobs, J. P., & Westerman, W. (2024). What drives women entrepreneurs in tourism in Tanzania? Journal of African Business, 25(2), 205-223. https://doi.org/10.1080/15228916.2023.2168970
Ng, P. Y., Wood, B. P., & Bastian, B. L. (2022). Reformulating the empowerment process through women entrepreneurship in a collective context. International Journal of Entrepreneurial Behavior & Research, 28(9), 154-176. https://doi.org/10.1108/IJEBR-06-2021-0479
Nordbø, I. (2022). Female entrepreneurs and path-dependency in rural tourism. Journal of Rural Studies, 96, 198-206. https://doi.org/10.1016/j.jrurstud.2022.09.032
Nouri, P. (2023). Women entrepreneurs’ persistence at the time of the COVID-19 pandemic: A decision-making perspective. Journal of Entrepreneurship in Emerging Economies, 15(6), 1594-1611. https://doi.org/10.1108/JEEE-03-2022-0090
Patton, M. Q. (1999). Enhancing the quality and credibility of qualitative analysis. Health Services Research, 34(5 Pt 2), 1189. https://pmc.ncbi.nlm.nih.gov/articles/PMC1089059/
Patton, M. Q. (2014). Qualitative research & evaluation methods: Integrating theory and practice (4th ed.). SAGE Publications.
Paul, S., & Amin, F. (2026). Impact of social capital on business performance women entrepreneurs in the food sector: The moderating role of national culture. Journal of Agribusiness in Developing and Emerging Economies, 16(2), 388-405. https://doi.org/10.1108/JADEE-04-2024-0113
Poulaki, P., Lagou, M., & Valeri, M. (2021). The role of female entrepreneurship to the development of agritourism in Greece. In M. Valeri & V. Katsoni (Eds.), Gender and tourism: Challenges and entrepreneurial opportunities (pp. 219-234). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80117-322-320211013
Presidency of the Republic of Türkiye-Directorate of Strategy and Budget (2023). Twelfth Development Plan [2024-2028]. https://www.sbb.gov.tr/kalkinma-planlari/
Randolph, R. V., Memili, E., Koç, B., Young, S. L., Yildirim-Öktem, Ö., & Sönmez, S. (2022). Innovativeness and corporate social responsibility in hospitality and tourism family firms: The role of family firm psychological capital. International Journal of Hospitality Management, 101, 103128. https://doi.org/10.1016/j.ijhm.2021.103128
Republic of Türkiye-Ministry of Family and Social Services (2024). Rates of Women Entrepreneurs (Employers and Own-Account Workers). https://kadingirisimci.gov.tr/%C4%B1statistikler/
Sandelowski, M. (2000). Whatever happened to qualitative description? Research in Nursing & Health, 23(4), 334-340. https://doi.org/10.1002/1098-240X(200008)23:4<334::AID-NUR9>3.0.CO;2-G
Seyfi, S., Kimbu, A. N., Tavangar, M., Vo-Thanh, T., & Zaman, M. (2025). Surviving crisis: Building tourism entrepreneurial resilience as a woman in a sanctions-ravaged destination. Tourism Management, 106, 105025. https://doi.org/10.1016/j.tourman.2024.105025
Shastri, S., Shastri, S., & Pareek, A. (2019). Motivations and challenges of women entrepreneurs: Experiences of small businesses in Jaipur city of Rajasthan. International Journal of Sociology and Social Policy, 39(5/6), 338-355. https://doi.org/10.1108/IJSSP-09-2018-0146
Simba, A., Ogundana, O. M., Braune, E., & Dana, L. P. (2023). Community financing in entrepreneurship: A focus on women entrepreneurs in the developing world. Journal of Business Research, 163, 113962. https://doi.org/10.1016/j.jbusres.2023.113962
Surangi, H. A. K. N. S. (2018). What influences the networking behaviours of female entrepreneurs? A case for the small business tourism sector in Sri Lanka. International Journal of Gender and Entrepreneurship, 10(2), 116-133. https://doi.org/10.1108/IJGE-08-2017-0049
Tajeddini, K., Ratten, V., & Denisa, M. (2017). Female tourism entrepreneurs in Bali, Indonesia. Journal of Hospitality and Tourism Management, 31, 52-58. https://doi.org/10.1016/j.jhtm.2016.10.004
Vukovic, D. B., Petrovic, M., Maiti, M., & Vujko, A. (2023). Tourism development, entrepreneurship and women's empowerment–Focus on Serbian countryside. Journal of Tourism Futures, 9(3), 417-437. https://doi.org/10.1108/JTF-10-2020-0167
Welsh, D. H., Memili, E., & Kaciak, E. (2016). An empirical analysis of the impact of family moral support on Turkish women entrepreneurs. Journal of Innovation & Knowledge, 1(1), 3-12. https://doi.org/10.1016/j.jik.2016.01.012
Wilson-Youlden, L., & Bosworth, G. R. (2019). Women tourism entrepreneurs and the survival of family farms in North East England. Journal of Rural and Community Development, 14(3), 126-145. https://journals.brandonu.ca/jrcd/article/view/1626
Yıldırım, G., Tarınç, A., & Kılınç, C. C. (2020). Women entrepreneurship in tourism: The case of Turkey. Journal of Tourism & Gastronomy Studies, 8(4), 2462-2477. https://doi.org/10.21325/jotags.2020.721
Yilmaz, G., Yumuk, Y., & Şahin-Yilmaz, A. (2025). ‘Being a woman’ in the gastronomy industry: entrepreneurial experiences of women from a cultural tourism destination. Journal of Qualitative Research in Tourism, 6(1-2), 138-170. https://doi.org/10.4337/jqrt.2025.0027

Details

Primary Language

English

Subjects

Food and Hospitality Services

Journal Section

Research Article

Authors

Burcu Koç ^*
0000-0003-1474-0459
Türkiye

Publication Date

August 30, 2026

Submission Date

November 5, 2025

Acceptance Date

July 2, 2026

Published in Issue

Year 2026 Volume: 11 Number: 2

DOI

https://doi.org/10.31822/jomat.2026-11-2-289

IZ

https://izlik.org/JA62WH99UY

APA

Koç, B. (2026). Women entrepreneurs in Türkiye’s hospitality sector: Motivational drivers, challenges, and resilience. Journal of Multidisciplinary Academic Tourism, 11(2), 289-307. https://doi.org/10.31822/jomat.2026-11-2-289

AMA

1.Koç B. Women entrepreneurs in Türkiye’s hospitality sector: Motivational drivers, challenges, and resilience. Jomat. 2026;11(2):289-307. doi:10.31822/jomat.2026-11-2-289

Chicago

Koç, Burcu. 2026. “Women Entrepreneurs in Türkiye’s Hospitality Sector: Motivational Drivers, Challenges, and Resilience”. Journal of Multidisciplinary Academic Tourism 11 (2): 289-307. https://doi.org/10.31822/jomat.2026-11-2-289.

EndNote

Koç B (August 1, 2026) Women entrepreneurs in Türkiye’s hospitality sector: Motivational drivers, challenges, and resilience. Journal of Multidisciplinary Academic Tourism 11 2 289–307.

IEEE

[1]B. Koç, “Women entrepreneurs in Türkiye’s hospitality sector: Motivational drivers, challenges, and resilience”, Jomat, vol. 11, no. 2, pp. 289–307, Aug. 2026, doi: 10.31822/jomat.2026-11-2-289.

ISNAD

Koç, Burcu. “Women Entrepreneurs in Türkiye’s Hospitality Sector: Motivational Drivers, Challenges, and Resilience”. Journal of Multidisciplinary Academic Tourism 11/2 (August 1, 2026): 289-307. https://doi.org/10.31822/jomat.2026-11-2-289.

JAMA

1.Koç B. Women entrepreneurs in Türkiye’s hospitality sector: Motivational drivers, challenges, and resilience. Jomat. 2026;11:289–307.

MLA

Koç, Burcu. “Women Entrepreneurs in Türkiye’s Hospitality Sector: Motivational Drivers, Challenges, and Resilience”. Journal of Multidisciplinary Academic Tourism, vol. 11, no. 2, Aug. 2026, pp. 289-07, doi:10.31822/jomat.2026-11-2-289.

Vancouver

1.Burcu Koç. Women entrepreneurs in Türkiye’s hospitality sector: Motivational drivers, challenges, and resilience. Jomat. 2026 Aug. 1;11(2):289-307. doi:10.31822/jomat.2026-11-2-289

All articles published from 2024 onward are published under a Creative Commons Attribution (CC-BY) 4.0 License * and available as full open access.

* JOMAT implemented a phased transition in its licensing policy between 2022 and 2023. Articles published prior to this transition were licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives (CC BY-NC-ND) license. As of 2024, all newly published articles are licensed under the Creative Commons Attribution (CC BY 4.0) license.

Women entrepreneurs in Türkiye’s hospitality sector: Motivational drivers, challenges, and resilience

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite