The Role of Urban Commercial Spaces in Empowering Women Heads of Households through Shopping Tourism

Women heads of households represent one of the most vulnerable yet economically active social groups in urban societies. In recent years, shopping tourism and urban commercial spaces have emerged as significant platforms for women's entrepreneurship, particularly in developing countries. This study examines the role of marketing and market management within urban commercial spaces in empowering women heads of households through tourism-related entrepreneurial activities. Using a qualitative research approach, this study draws on in-depth semi-structured interviews conducted with women heads of households engaged in small-scale clothing and tourism-related businesses in Ahvaz, Iran. Findings reveal that access to urban markets, effective marketing strategies, customer-oriented management, and supportive urban infrastructure significantly enhance women's entrepreneurial intentions, financial independence, and social empowerment. Urban marketplaces function as economic and social environments that foster confidence, self-efficacy, and social networking. The results are theoretically grounded in Self-Efficacy Theory, Social Entrepreneurship Theory, and Empowerment Theory. Findings provide practical implications for urban planners, policymakers, and tourism developers seeking to support women-led entrepreneurship within sustainable urban development.

کلیدواژه ها:

Shopping Tourism ، Market Management ، Women Entrepreneurship ، Urban Spaces ، Empowerment