Empowering women in rural Montenegro: A pathway to sustainable rural tourism development

The research posits that empowered women are crucial to rural tourism and sustainable rural development, as they embody strength and decisiveness in their engagement. Women are identified as the foundational element of rural tourism, entrepreneurship, and overall rural development. The study aims to reach and empower women in rural areas, highlighting the challenges they face and promoting positive outcomes for their communities. Two surveys were conducted: among women entrepreneurs in rural tourism (41) as well as among tourists, users of rural tourism (228). A factor analysis was performed, which separated 3 factors, as well as Structural Equation Modeling (SEM), which tested cause-effect relationships between them. The results of the first research among women entrepreneurs in rural tourism showed that women are drawn to rural tourism for sustainable income opportunities, economic diversification, and the chance to take on leadership roles and make decisions within their communities.The results of the second research reveals that guests who enjoy rural tourism in Montenegro highly value Unique Experiences, Authenticity, and Sustainability. These factors are interconnected, with strong relationships indicating that enhancing unique experiences can also promote authenticity and sustainability. By focusing on these key areas and leveraging the strong relationships between them, it can be concluded that rural tourism is a sustainable form of tourism, which strongly predisposes women to engage in rural tourism. It is a cause-and-effect relationship, because by engaging in tourism, women are empowered. A satisfied woman is the foundation of a healthy family, which is, in every sense, a pledge of a sustainable future.