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Women’s predominant role in agritourism expands their also significant involvement in agriculture and rural development. Yet, when measured in economic terms, women in agritourism appear to be less successful than men. We argue that economic earnings are a limited measure of success, as women value their accomplishments in a comprehensive and distinctive sense. To better understand women’s success in agritourism, we conducted a study addressing limitations in methodologies and scope of the existing scholarship. Framed within feminist and emic approaches, we used a combination of qualitative methods of inquiry (open-ended interviews, mini focus groups, nominal group exercises) to generate data from 20 female agritourism entrepreneurs in North Carolina (USA). Findings show women in agritourism define success through nine distinct themes, four of which are newly emerging (ensuring customer satisfaction, being constantly on the move, pursuing happiness, perpetuating the family farm). Participants also identified seven opportunities that they perceive contribute to their self-defined success. Our study adds to the scholarship and practice of gender in agritourism by expanding the economic definition of entrepreneurial success. In doing so, we provide managerial and policy intelligence that can be used to stimulate rural development.

Beyond Economic Earnings: The Holistic Meaning of Success for Women in Agritourism