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Developing nations are starting to take centre stage and are becoming more conscious of their economic potential in the tourism sector. Earlier, these countries were largely left out of the tourist sector. Today, the foreign exchange reserves of these nations are mostly derived from tourism and a nation's balance of payments derived through tourism supports international trade and stabilizes the economy. The chapter adopts a case study method to evaluate the prospects of inclusive growth through socio economic well-being. In the dynamic and constantly evolving tourism industry, it is imperative to make the growth more inclusive so that there is a balanced approach to long term sustainable development. When it comes to using traditional skills and cultural heritage to participate in this economic paradigm, rural artisans face both opportunities and challenges as the global tourism landscape undergoes evolving transformations. The study commences by closely examining the current market obstacles that rural artisans in the tourism industry face, which encompass a range of issues such as shifting consumer preferences, market saturation and the aftermath of external shocks like pandemics. The chapter indicates major obstacles impeding the integration of rural artisans into the tourism value chain by means of a thorough empirical analysis. In order to overcome the obstacles, the study investigates inclusive growth and how it might act as a spur to improve the socio-economic circumstances of rural craftsmen. The findings in the chapter distil best practices that promote inclusivity, empower local communities and support sustainable tourism development by looking at successful case studies and policy interventions.

This research aims to investigate how absorptive capacity impacts artisan businesses' innovation performance in Jammu and Kashmir, India. Additionally, the study examines the role of strategic orientation (customer and technological orientation) as a mediator.

The study analysed data from 408 artisan entrepreneurs using partial least squares structural equation modelling. The research model was built on the “Dynamic-Capability Theory” of absorptive capacity and the “Resource-Based Theory” of performance.

The study’s findings suggest that both realised and potential absorptive capacity positively and significantly impact innovation performance. Moreover, customer and technology orientations positively and strongly influence innovation performance. Additionally, potential and realised absorptive capacity has a favourable impact on customer and technology orientation. The mediation analysis results indicate that customer and technological orientation have complementary partial mediation between potential absorptive capacity and innovation performance. Finally, mediating variables like customer and technological orientation show complementary partial mediation for realised absorptive capacity.

The research model would enrich the existing literature and offer an improved understanding of how absorptive capacity enhances the innovation performance among artisan entrepreneurs and concurrently validates the theory of “Dynamic-Capability Theory” of absorptive capacity and the “Resource Based Theory” of innovation performance of a firm.

In a world that is more competitive on a global scale, technologically advanced and demanding than ever before, global situations such as climate change, poverty and inequality, health, migration or security are challenging for decision-makers in political, social or environmental contexts. The interplay of these and other tendencies is referred to as wicked problems, as their increasing complexity can often not be understood or distinguished anymore. Too many different crises, such as climate, economic, political or societal crises, are challenging the vulnerability and resilience of political, economic and community-based systems. Accordingly, focussing on battling single challenges without considering the bigger picture or interconnected processes or circumstances has not led to satisfactory results throughout the past decades. In a tourism industry that is traditionally closely interlinked with numerous sectors or stakeholder groups and therefore often associated with these problems, those in responsibility are particularly required to consider various interests and utilise the synergy potentials between the tourism and non-tourism sector. Accordingly, integrative tourism policy-making needs to include many political areas that are relevant within tourism as well as beyond, such as urban or regional development. As a holistic spatial development approach, the ‘ecosystem of hospitality’ (EoH) can facilitate the identification of interfaces between tourism and these political areas and help to foster a cross-stakeholder collaboration.

The case study can be used for the course of entrepreneurship and is appropriate for postgraduate students. Discussion would be the most appropriate method for teaching this case study. Through Nutan’s words, students could gain a first-hand glimpse into the transformative journey of a rural woman entrepreneur.

In 2018, Nutan Jha embarked on a remarkable journey by establishing Nutan Creations, a micro-enterprise situated in Kharrak village, Jhanjharpur, Bihar (India). This case study aims to achieve multiple objectives: understanding the operational obstacles confronted by a rural woman entrepreneur, acknowledging the inseparable connection between business and social issues in rural contexts, moreover shedding light on the intersection of gender, entrepreneurship and cultural preservation through traditional Madhubani painting art form products. This distinctive combination brings a fresh perspective to the research, offering unique insights into the challenges and triumphs experienced by rural women entrepreneurs. The findings of this case study exemplify the intricate interplay between business and social concerns in rural areas, portraying an inspiring depiction of how determination, adaptability and robust support networks can conquer hurdles and foster transformative changes.

The case study has been designed for the students of business administration and entrepreneurship who have completed their elementary model on marketing comprehend. The students should need to understand the concept of entrepreneurship and the basics of digital marketing strategy to ensure effective learning.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

An increased interest in inequality and entrepreneurship has led to little consensus on how to define inequality from different perspectives based on an emerging economy point of view. This article aims to discuss how the precise nature of inequality differs centered on how it is developing in emerging economies.

A review of the current literature on inequality, entrepreneurship and emerging economies was conducted to focus on understanding the main factors. This resulted in the identification of six main types of inequality in entrepreneurship (social, digital, economic, cultural, geographic and environmental) and offers specific suggestions for future research.

Inequality in emerging economies can be differentiated based on type and level of entrepreneurial development as well as integrated into a conceptual framework that integrates different ways to measure the concept.

This paper focuses on different types of inequality in entrepreneurship from an emerging economy point of view that offers a unique way to understand country differences. In addition, theoretical and methodological directions for future research are outlined, which consolidates current research and extending research on inequality, entrepreneurship and emerging economies.

The study investigates the linkage between personality traits and firm performance. It examines the role of the pursuit of excellence, perseverance, a proactive mindset and formal education in determining the entrepreneurial success of MSMEs.

Data were collected from 432 MSME entrepreneurs using a structured questionnaire from India's two major industrial towns to analyze the impact of personality traits on firm performance. Structural equation modeling (SEM) was employed to assess the direct and indirect relationships with the help of mediation analysis.

The findings assert that personality traits improve firm performance and determine the success of MSMEs. The results reveal that the need for achievement, a proactive mindset and the pursuit of excellence are crucial to firm performance. In addition, formal education mediates between perseverance and the pursuit of excellence personality attributes on the one side and firm performance on the other.

The research has various theoretical and practical implications for entrepreneurs, financial institutions and policymakers. The results could be productively used to nurture the entrepreneurial ecosystem in India.

Although research on personality traits as a driver of firm performance is growing, the pursuit of excellence, perseverance and proactive mindset attributes as enablers of firm performance have not garnered much attention. The study presents a precise conceptual model by integrating the aforementioned dimensions in the backdrop of an emerging market.

Informality in the tourism sector of the Philippines is a pervasive phenomenon, yet only few studies have explored the former's contribution to the latter, especially at the local level. Hence, this chapter utilizes a tourism value chain model developed by the United Nations World Tourism Organization and Directorate-General for Development and Cooperation (DEVCO) to determine the presence and examine the role of the informal sector in various spheres of Binondo's tourism industry. Findings reveal that informality is thriving in the areas of transportation, food and beverage, handicraft, leisure, excursion, tours, and support services. Conversely, they are inexistent or less visible in the accommodation and tourism assets in destination segments. Moreover, the fragmented tourism value chain of Binondo is heavily shaped by three primary challenges, namely, difference in perception between decision-makers and economic actors, resistance to change by the informal sector, and lack of relevant data to support evidence-based policymaking. To address these issues, the local government of Manila City may hence consider the following policy options: (i) mainstream a “whole-of-locality” approach, (ii) conduct an industry mapping of Binondo's tourism value chain, (iii) facilitate linkages between formal and informal businesses, (iv) develop shared infrastructure and extend capacity-building to the informal sector, and (v) employ a regulatory sandbox approach.

The aim of this study is, from the perspective of artisan entrepreneurship, to trace and analyse the artisan's profile in the sustainable development of low population density cross-border territories, using the quintuple helix innovation model.

Ten semi-structured interviews were conducted with cultural and traditional artisans to achieve the proposed objective using a qualitative approach. The artisans are from Northeast Portugal (Bragança, Miranda do Douro, Mogadouro, Vimioso and Vinhais) and Northern Spain (Province of Zamora). The interviews were conducted face-to-face between May and June 2022. The interviews were manually transcribed and subjected to content and lexical analyses using IRaMuTeQ software.

An artisan was identified as an enterprising individual whose marketed handicraft pieces transmit the values and teachings of his community. Innovation, technology, sustainability and circular economy in a family environment, where dedication, resilience, happiness and hard work transmit an identity that places the artisan and his artisan practice as the driving force for the enhancement and promotion of his territory, cultural heritage and identity.

This work is the first study to address and treat the issue of artisan entrepreneurship by analysing and defining the cultural-based and traditional artisan profile in a cross-border and low population density territorial context.

Marketing tourism is essential for long-term tourism development which requires gaining knowledge about the motivation and needs of tourists. In order to help tourists gain a hospitable experience, information regarding the needs, perception, and their behavior while on site is important. This research attempts to explore the priority of tourists’ needs in visiting historical sites. It also tries to conceptualize new forms of hospitality strategies for smart tourism development. Based on grounded theory, Maslow’s hierarchy of needs is conceptualized for historical tourists and used as the main framework for this work. The Persepolis-Pasargadae Historical Range (PPHR) is chosen as the case study of the research because of the historical and cultural attractions located in this historical range. Results indicate that tourists interested in visiting this destination are looking to fulfill their growth needs. These growth needs can be complemented by new technologies while on site such as virtual reality (VR) goggles that help tourists gain knowledge about the reality of these destinations. The research concludes with findings and suggestions that can contribute to the planning of an effective marketing plan based on tourists’ motivation and needs for visiting historical destinations.

This chapter offers empirical evidence of the contribution of a local and popular festival to diversity and inclusion in the hosting territory. With this in mind, three impacts (economic, social, and cultural) are determined and measured from the triple perspective of the creation of value of cultural assets. We show the case of the XXII edition of the Petronio Álvarez Pacific Music Festival held in the city of Cali (Colombia) from August 15th to 20th, 2018. The estimates were taken from three sources: (i) an input–output model adapted for the economy of the city of Cali, (ii) A face-to-face survey of 1,030 festival attendees over 18 years old, and (iii) A face-to-face survey of a representatives of each of the 173 business positions that took part in the Festival (e.g., handicrafts, musical instruments, traditional beverages, cuisine, hairstyles, and cosmetics). The results show that the festival: (i) generates inclusive material wealth, which is measured through income and employment for Afro-colombian communities, traditionally marginalized and economically disadvantaged; (ii) is shown as an opportunity to promote intercultural dialogue and diversity for the local community and tourists; and (iii) the community attending the festival (both locals and tourists) contribute to the cultural enrichment of the territory. The applied method might be replicated for other festivals case of studies in other countries in order to generate evidence that can be used for designing cultural policies which encourage diversity and equity in a specific territory.