MOTIVATION OF WOMEN ENTREPRENEURS IN THE TOURISM SECTOR

With an emphasis on the Doaba district of Punjab, India, this study investigates the driving forces behind female entrepreneurs in the tourist industry.Women business owners are essential to the creation of jobs and economic expansion worldwide.They are crucial forces behind economic growth and job creation in India, exhibiting resilience, adaptability, and a desire for innovation in the face of obstacles, including social bias, restricted access to capital and networks, and problems with work-life balance.The study's objectives are to ascertain the demographics of female entrepreneurs in the Doaba area, examine the causes that drive them, and recommend actions to support women entrepreneurs even further.Using descriptive statistics from 150 valid survey responses gathered using convenient sampling, the results show that these women's main motives are flexibility, work-life balance, self-determination, and the desire to be their boss.Other important motivators include empowering other women and achieving economic independence.For women entrepreneurs to reach their full potential, the paper emphasises the significance of outside assistance, such as better financial access, eliminating societal obstacles, increased business knowledge, and supporting laws.