Single Mothers’ Entrepreneurship and its Contribution to Rural Tourism Empowerment in Johor

This study explores the role of single mothers’ entrepreneurial activities in contributing to the empowerment of rural tourism in the state of Johor, Malaysia. As rural tourism emerges as a sustainable economic alternative for underdeveloped regions, the involvement of marginalized groups such as single mothers has become increasingly vital. This qualitative study examines how single mothers, through micro-enterprises such as homestays, traditional food production, handicrafts, and agro-tourism services, are shaping the local tourism landscape. Data were collected through semi-structured interviews with selected single mother entrepreneurs in rural Johor, supported by document analysis and field observations. The findings reveal that entrepreneurship has not only improved the socio-economic status of these women but has also enriched rural tourism offerings by embedding authentic local experiences and cultural values. Moreover, the integration of technical and vocational training (TVET) was found to enhance their business capabilities, leading to better market reach and product innovation. The study highlights the need for targeted policy support, inclusive training programs, and continuous mentorship to sustain the momentum of rural tourism growth driven by single mothers. This research contributes to the growing body of knowledge on gendered entrepreneurship, rural development, and community-based tourism in the Malaysian context.