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Rethinking artisan entrepreneurship in a small island: A tale of two chocolatiers in Roatan, Honduras

Ricardo Alonzo Cortez Arias (Universitat Leipzig, Leipzig, Germany)
Allan Discua Cruz (Management School, Lancaster University, Lancaster, UK)

International Journal of Entrepreneurial Behavior & Research

ISSN: 1355-2554

Article publication date: 8 May 2018

Issue publication date: 17 May 2019




There is a growing interest in artisan entrepreneurs around the world. Scholars are increasingly interested in how artisan enterprises use tourism in a resource-constrained resources. Based on the concept of artisan chocolate entrepreneur, the purpose of this paper is to examine the phenomenon of artisanal chocolate making in a small island with limited resources yet influenced by increased tourism.


Artisan enterprises are considered relevant in developing countries and their creation merits further attention. This study examines artisan enterprises using in-depth interviews, case studies, and an interpretative approach. The approach enables examining how artisan chocolate enterprises use tourism to develop their businesses in a context characterized by limited resources.


The findings show that artisan entrepreneurs are encouraged to start and develop enterprises due to lifestyle choices. The findings reveal a connection between artisan chocolatiers developing place-bound features to address a growing demand of tourists’ expectation for authentic and local products. The approach of artisan entrepreneurs in such conditions can be explained through entrepreneurial bricolage.


This study contributes to the literature on the initial stages of artisan enterprises particularly in resource-constrained environments influenced by tourism. More specifically, the study provides evidence of the relevance of tourism for artisanal enterprise emergence, which is a relatively overlooked area in tourism and artisanal studies in developing countries. The study highlights the key place bound features that artisanal chocolate entrepreneurs associate to their products based on tourists’ demand for authentic and local products.



Arias, R.A.C. and Cruz, A.D. (2019), "Rethinking artisan entrepreneurship in a small island: A tale of two chocolatiers in Roatan, Honduras", International Journal of Entrepreneurial Behavior & Research, Vol. 25 No. 4, pp. 633-651.



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