Women’s Tourism Entrepreneurship: Digital Approach and E-Skills in Travel Business Marketing

Marianna Kapota, Ioanna Giannoukou and Constantinos Halkiopoulos ()
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Marianna Kapota: University of Patras
Ioanna Giannoukou: University of Patras
Constantinos Halkiopoulos: University of Patras

A chapter in Recent Advancements in Tourism Business, Technology and Social Sciences, 2024, pp 111-141 from Springer

Abstract: Abstract Women’s entrepreneurship in the tourism industry is emerging as a significant force, necessitating an understanding of the factors influencing the success of women-owned businesses. In the field of tourism, digital presence, and skills in technology (e-skills) are gaining increasing importance, impacting enterprises’ promotional and communication capabilities. In the context of this research, we focus on women’s entrepreneurship in the tourism industry, emphasizing marketing and the use of digital tools. We explore the correlation between using e-skills and developing women-owned businesses in the tourism sector. Additionally, we examine the role of digital marketing and technological tools in promoting and enhancing the visibility of women-led travel agencies. Through the collection and analysis of research studies and business cases, we highlight the importance of digital presence and e-skills in empowering women’s entrepreneurship and fostering the development of the tourism sector. The results of this research will provide comprehensive guidelines for strengthening women’s entrepreneurship in the tourism industry and developing effective marketing strategies, emphasizing digital presence and the utilization of technological tools for travel agencies.

Keywords: Women entrepreneurship; Digital marketing; Tourism; e-skills; Leadership; Travel agencies; L2; Z32; Z33; M31; O32; O33; L86 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-54342-5_8

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DOI: 10.1007/978-3-031-54342-5_8

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