“She” power: role transition and self-empowerment of women in rural tourism

It is widely believed that participation in tourism empowers women, particularly by providing direct employment and income generation. However, this perspective frequently overlooks women's agency and self-actualization. This study examines the Tingsong Cultural Community (TCC) in northeast China, integrating self-empowerment with role theory to focus on female participation in tourism. Utilizing multiple data collection strategies, both primary and secondary data were gathered between July 2019 and December 2022. Through inductive thematic analysis, the research unpacks the role transitions of Chinese rural women within tourism practices and the dynamics of self-empowerment. The findings reveal that: (1) role transition is a dynamic process involving exploration, identification, and obligation, marked by an enhanced sense of self-empowerment; (2) self-empowerment arises from awareness and interaction, benefiting from economic, cultural, and subjective dimensions; and (3) external support is essential for empowerment, ideally starting with vulnerable individuals to allow self-empowerment to develop organically. This study refines the concepts of role theory and self-empowerment while establishing the relationship between rural women's role transitions and self-empowerment, contributing to existing knowledge. The practical implications related to external investment, endogenous development, and digital engagement are insightful for the sustainability of similar destinations.