Empowering Women Homepreneurs in Tourism and Hospitality: Entrepreneurial Competencies and Learning Approach

Authors

DOI:

https://doi.org/10.29036/0ymceq94

Keywords:

women's homepreneur empowerment, homepreneurs' competencies, tourism and hospitality homepreneurs, and entrepreneurial competencies

Abstract

This study explores the essential competencies required by women homepreneurs in the tourism and hospitality sector and examines an effective learning approach to support their development. Semi-structured interviews were conducted with women homepreneurs in Umm Qais, a rural tourism destination. The findings reveal two clusters of competencies: those requiring further support (communication skills, entrepreneurship and business growth, financial management, and total quality management) and those entirely lacking (digital transformation, digital marketing, and online content creation). The study highlights that experiential learning, through a combination of theory, project visits, and field trips, is an effective method for developing these competencies. The findings extend existing theoretical frameworks on entrepreneurial competencies by emphasizing the importance of digital adaptation and experiential learning in post-pandemic contexts. Practically, the study provides actionable insights for policymakers, educators, and support organizations to empower women homepreneurs by addressing competency gaps and implementing experiential learning strategies. The study stresses the need to tailor entrepreneurship education to the unique challenges faced by women in rural settings, contributing to sustainable development and community resilience. Moreover, the study goes beyond economic advantages to shed light on the social impact of empowering women who run home-based businesses. It emphasizes how such efforts promote gender inclusivity, tackle rural unemployment, and build stronger community ties.

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Author Biographies

  • Ayman Harb, Department of Hotel Management, School of Tourism and Hospitality, University of Jordan, Aqaba, Jordan

    Email: a.harb@ju.edu.jo

    Dr. Harb is an Associate Professor of Hospitality and Tourism Management at the University of Jordan, Tourism and Hospitality School, Aqaba Branch, with expertise in sustainable tourism and hospitality, entrepreneurship, human capital development, and tourism education and training. He has also served as the Dean of the Tourism and Hospitality School at the University of Jordan, Aqaba Branch. His work focuses on fostering entrepreneurship and advancing sustainable tourism practices within the tourism and hospitality sectors.

  • Wejdan Alakaleek, Department of Business Administration, Faculty of Business, Hashemite University, Zarqa, Jordan

    Email: w.alakaleek@hu.edu.jo

    Dr. Wejdan Alakaleek is an Associate Professor of Business Administration at the Business School, Department of Business Administration, at Hashemite University. Her academic expertise focuses on business administration, with research interests spanning entrepreneurship and management.

  • Suzy Hatough-Bouran, Tamkeen for Sustainable Tourism Development, Amman, Jordan

    Email: shatoughbouran@gmail.com

    Dr. Suzy Hatough Bouran is an expert in tourism education and sustainability. She serves as a TedQual Program Certification Auditor at UN Tourism. Dr. Hatough Bouran is also a Board Director of Tamkeen for Sustainable Tourism Development, where she leads initiatives to promote responsible tourism and sustainable practices.

  • Ahmed Freewan, Department of Architecture, Faculty of Architecture and Design, Jordan University of Science and Technology,

    Email: aafreewan@just.edu.jo

    Dr. Freewan is a professor, specializing in green design and sustainability with a strong focus on community sustainability development. He currently serves as the Dean of the School of Architecture at Jordan University of Science and Technology (JUST. Dr. Aafreewan's work integrates sustainable architecture with innovative design practices and community-focused solutions.

  • Abdallah Yousef Al-Harahsheh, The Ministry of Higher Education and Scientific Research-Jordan, Amman, Jordan

    ORCID ID: https://orcid.org/

    Affiliation: The Ministry of Higher Education and Scientific Research-Jordan, Amman, Jordan

    Email: abdhara2000@gmail.com

    Dr. Abdullah Yousef Al-Harahsheh currently serves as the Cultural Attaché at the Jordanian Embassy in Cairo. He is dedicated to promoting educational tourism in Jordanian universities, attracting international students, and highlighting Jordan’s competitive advantage in educational tourism. Previously, he worked as an international advisor in the Kingdom of Bahrain, focusing on educational tourism, and served as Secretary-General and a lecturer at the University of Bahrain. He has held several supervisory positions in higher education policymaking in Jordan, including serving as an advisor to the Minister and as Secretary of the Higher Education Council, the highest authority for higher education in Jordan. Dr. Al-Harahsheh holds a Ph.D. in Business Administration, has published research studies, and has actively participated in international conferences on business development, educational tourism, and strategic planning for higher education and its institutions.

  • Hadeel Al-Maaitah, Department of Business Administration, Faculty of Business, Hashemite University, Zarqa, Jordan

    Email: hadeel@hu.edu.jo

    Dr. Hadeel Al-Maaitah is an Assistant Professor of Business Administration at the Business School, Department of Business Administration, and currently serves as the Chairperson of the Department. With a career spanning 29 years, she has developed a deep passion for economic empowerment, particularly for women and youth, and for driving innovation. Dr. Al Maaitah founded the Center for Women's Studies in the Community (CWSC) at The Hashemite University, where she served as director for 7 years.

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Published

2025-05-30

How to Cite

Harb, A., Alakaleek, W., Hatough-Bouran, S., Freewan, A., Al-Harahsheh, A. Y., & Al-Maaitah, H. (2025). Empowering Women Homepreneurs in Tourism and Hospitality: Entrepreneurial Competencies and Learning Approach. Journal of Tourism and Services, 16(30), 165-189. https://doi.org/10.29036/0ymceq94