Creative tourism: Catalysing artisan entrepreneur networks in rural Portugal

Abstract

Purpose: Given limited research about how artisans become integrated into tourism, this paper investigates the emergence of artisan entrepreneur-mediators who link artisans to tourism in rural areas and small cities in Portugal. Using social embeddedness as a conceptual framework, this paper views artisan entrepreneur-mediators as existing within an entrepreneurial ecosystem. The paper investigates their role within this ecosystem and how artisan entrepreneur-mediators connect artisans to creative tourism in a rural context. Design/methodology/approach: The paper is based on new (2017 and 2018) empirical evidence developed through two rounds of semi-structured interviews of five artisan entrepreneur-mediators. Findings: This paper finds that artisan entrepreneur-mediators in rural areas or small cities take on multiple roles as networking agents who organize and offer creative tourism experiences, providing the missing link between artisans and tourists. An analysis of the nuances of the operations of these artisan entrepreneur-mediators suggests that high levels of social embeddedness within local rural communities is important in order for these neo-rural entrepreneurs to attain their goals. Originality/value: Originality lies in the identification of a gap in artisan entrepreneurship literature in a rural context. It is the first time that a critical analysis of artisan entrepreneurmediators who facilitate the link between artisans and tourism, is carried out in terms of social embeddedness, their roles and connections to creative tourism, and types of community engagement.