Empreendedorismo feminino no turismo paraibano : o caso de sucesso "Doces Tambaba".

Abstract

Female entrepreneurship has emerged as a transformative force in the global market, especially in the tourism sector. This study analyzed female entrepreneurship in tourism in Paraíba, focusing on the success story "Doces Tambaba". The objective was to analyze female entrepreneurship in tourism in Paraíba, based on the success story "Doces Tambaba". The method adopted consisted of a descriptive exploratory case study, using a qualitative approach, with data collection through interviews and document analysis. The results indicated that the success of the enterprise depended on overcoming financial and logistical challenges, faced with creativity and resilience. Innovative strategies, such as the creation of the "Shopping Rural", were essential to promote local products. Support networks, such as Sebrae, and training actions were crucial to the growth of the business. Sustainable practices integrated into the enterprise strengthened the local economy and regional culture. The study concluded that "Doces Tambaba" was an example of how female entrepreneurship in tourism transformed challenges into economic opportunities and added value to cultural development and regional identity. In addition to selling products, founder Maria das Neves, known as Nevinha, integrated community support practices, promoting cultural and economic ties.