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Female Leadership in Wine Tourism in Portugal

Author

Listed:
  • Pato Maria Lúcia

    (CERNAS-IPV Research Centre, Polytechnic Institute of Viseu, Research unit GOVCOPP, Portugal)

  • Cunha Diana

    (Research Unit GOVCOPP, University of Aveiro, Portugal)

  • Barroco Cristina

    (Research Centre CISeD, Polytechnic Institute of Viseu, Portugal)

  • Cunha Conceição

    (Research Unit GOVCOPP, University of Aveiro, Portugal)

  • Kastenholz Elisabeth

    (Research Unit GOVCOPP, University of Aveiro, Portugal)

Abstract

Based on data collected from managers of wine tourism businesses in rural areas in Portugal, this study highlights the equal potential of female leadership in wine tourism. Specifically, women’s profiles, management practices and leadership narratives were analyzed and contrasted with corresponding data reported by their male counterparts. Concerning personality traits, no statistical difference between men and women was identified, which was also the case for some management practices, with sustainability concerns being important for both male and female business managers. Differences were found in communication with markets, being dominated by online devices, particularly with social networks in the case of women. As for their leadership position, women further tend to prefer a shared management approach in opposition to a more individualist management style followed by men.

Suggested Citation

  • Pato Maria Lúcia & Cunha Diana & Barroco Cristina & Cunha Conceição & Kastenholz Elisabeth, 2024. "Female Leadership in Wine Tourism in Portugal," European Countryside, Sciendo, vol. 16(1), pages 110-133, March.
    • Handle: RePEc:vrs:eurcou:v:16:y:2024:i:1:p:110-133:n:7
    DOI: 10.2478/euco-2024-0007
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