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The increasing popularity of immersive activities (e.g. immersive performing art (IPA) at tourism destinations calls for the need to understand customers’ immersive experiences and its impact on their attitudes and behavioral intentions. This study aims to conceptualize customers’ interactive experience in IPA and systematically examine how interaction in IPA experience shapes customers’ word-of-mouth (WOM) intention and thus generates business values for destination managers.

A two-step mixed-methods approach was used. The qualitative study was adopted to identify the salient dimensions of interaction in IPA experience and develop a context-specific measurement scale. Structural equation modeling approach was applied to test the theoretical model using partial least squares 3.3.0.

The results indicated that the three dimensions of interaction in IPA experience (i.e. parasocial interaction, narrative interaction and environmental interaction) are positively related to customers’ experiences of narrative transportation and self-expansion related to the IPA, which further influence their WOM intention.

This study considers IPA as an emerging form of immersive tourism activities and conceptualizes its interactive nature, and contributes to the understanding of how customers’ interactive experience helps them construct meanings through narrative transportation, and offers valuable guidance for IPA designers and destination management organizations.

Nigeria presents something of an entrepreneurial paradox. Women in entrepreneurship dominate the economy, yet patriarchal structures dominate society. This article investigates how patriarchal factors impact entrepreneurial processes, in turn, creating unequal expectations of entrepreneurial opportunity.

The study adopts an intersectionality lens to explore how patriarchy is manifest for entrepreneurs. The reflective narratives of 30 entrepreneurs are analysed, provided through semi-structured interviews. An inductive qualitative approach accesses the gendered discourse of entrepreneurship as constructed by entrepreneurs. Within this discourse, the factors of patriarchy are exposed.

Findings reveal a multi-faceted patriarchy, with the informing factors of entrepreneurial gender roles, class and religion. The study explains how the interaction of these factors reinforce patriarchal ideals and create a variety of gendered images of what is acceptable entrepreneurial activity in Nigeria, and for whom.

This study contributes to growing insight on entrepreneurship in Africa and challenges linear arguments of entrepreneurship-as-emancipation for women. In complex and multidimensional contexts, entrepreneurs must navigate the intersection of factors sensitively, ensuring acceptance and fulfilment of societal expectations. The power of intersectionality as a theory of contextualisation is discussed.