Women entrepreneurs in Türkiye’s hospitality sector: Motivational drivers, challenges, and resilience

This qualitative study investigated women’s motivations for becoming entrepreneurs, the challenges they face, and the factors giving them the resilience to overcome these difficulties. Data were collected from 10 women entrepreneurs in Türkiye’s hospitality sector. The data analysis identified six main entrepreneurial motivations: (1) proving themselves professionally; (2) being recognized socially; (3) increasing income and family well-being, and ensuring that their children have a better future, including the chance to inherit a sound business; (4) demonstrating their entrepreneurial abilities, making their mark on the hospitality sector and society generally; (5) responding to previous negative workplace experiences and burnout, and using their work experience to develop their own business; and (6) enjoying the excitement from using the entrepreneurial abilities recognized by their friends and family. Witnessing the entrepreneurial successes of close relatives is another source of encouragement for women. The participants also reported a number of challenges, particularly lack of financial support; the harmful effect of dealing with debt on their social life and work-life balance; gender prejudices; unfair competitive practices of large businesses; lack of qualified workers; problems maintaining their supply chain; feeling obliged to behave in a masculine manner to assert their authority; unjustified criticisms from customers; high taxes; and drawn-out legal processes. Additionally, several factors were found to increase women entrepreneurs' resilience against challenges: conducting an identity-based struggle; maintaining their professional stability; sustaining a habitual initiative; continuing their business to avoid experiencing a sense of failure; drawing on the maternal role, a strong sense of responsibility, and social support to maintain emotional resilience; and utilizing the accumulated knowledge from previous training and experience in entrepreneurship. Finally, the findings showed that family members are frequently involved in business operations, highlighting the critical role of family support for women entrepreneurs’ success.