When extreme events become the norm: how do artisan entrepreneurs adapt identity?

Purpose This paper aims to identify the extent to which extreme events in the tourism and hospitality sector force artisan entrepreneurs to re-orient their entrepreneurial identity and how they respond to these extreme events. Design/methodology/approach The empirical data comprises of semi-structured interviews with 24 artisan entrepreneurs in Egypt, operating in the following fields: handmade dresses, carpets, papyrus design and sales. Thematic analysis was employed to analyse these interviews. Findings The findings indicate a marginal effect on the identity of dress-making artisans from the occurrence of extreme events because they mostly have a stable local demand for their products. Hence, they follow a separation strategy in response to extreme events. The findings further show a moderate influence on the identity of carpet-making artisans who supply a regular demand from mosques and churches for their carpets. At the same time, changing taste and the rise of artificial intelligence make them follow an integration strategy in response to extreme events and associated shocks. The strongest impact of extreme events is found on papyrus artisans who have been forced to re-orient their traditional working methods and expectations in response to extreme events (e.g. a decrease in tourists, Covid-19, the war in Ukraine). Papyrus artisans have no discernible local demand for their products and face decreasing tourist numbers and tough competition from Chinese products, while also lacking discernible government support. Originality/value This paper is one of the pioneering studies to link artisan entrepreneurship specific entrepreneurial identity dynamics with extreme events in a local context. This linkage significantly fills a gap in both entrepreneurship, tourism and management literature.