Exploring the Role of Female Empowerment in Sustainable Rural Tourism Development: an Exploratory Sequential Mixed-Method Study

Abstract

Purpose: The purpose of this study is to evaluate the empowerment of rural women in the context of sustainable tourism development, identify the factors that influence their empowerment, examine the impact of women's empowerment on sustainable tourism development, and explore innovative approaches to empower rural women.   Theoretical Framework: This study combines four factors that influence women's empowerment, namely women's entrepreneurship, education, social capital, and human capital, to form a theoretical framework based on empowerment theory, and uses the empowerment of women as a mediator to explore the elements that impact the sustainable growth of rural tourism.   Design/Methodology/Approach: A mixed research method was employed, starting with qualitative research, where 11 relevant interviews were conducted to gain a preliminary understanding of the factors affecting women's empowerment and the sustainability of rural tourism. Subsequently, a 68-item survey questionnaire was used in the quantitative research stage. A total of 340 responses were collected. The reliability of the questionnaire was tested using Cronbach's alpha, and validation factor analysis was used to assess its validity. Structural analysis and equation modeling (SEM) techniques were used to test the hypotheses of the study.   Findings: The study shows that women's entrepreneurship, education, human and social capital have a positive impact on women's empowerment and sustainable growth of rural tourism. Women's empowerment mediates the relationship between these factors and sustainable development of rural tourism, which also positively impacts sustainable community, economic, environmental, and cultural development. Therefore, promoting women's empowerment and enhancing their access to education and resources are essential for achieving sustainable growth of rural tourism and community development.   Research, Practical & Social implications: This study proposes a new theoretical framework that includes female entrepreneurship, education, social capital, and human capital to fill the gap in knowledge. The development of women in rural tourism is also crucial for society's progress towards civilization, and policies and incentives should be implemented to encourage their participation and ensure their effective involvement. This will contribute to the growth and sustainable development of China's rural tourism industry.   Originality/value: This research provides valuable insights into the role of women's empowerment, education, human capital, and social capital in driving sustainable rural tourism development.Furthermore, this research has a significant impact on how Chinese farmers participate in rural tourism in the future, providing insights into rural revitalization efforts. This study underscores the importance of innovative research in driving perspectives on rural tourism and empowering women, which are essential elements for the sustainable development of rural communities.