Entrepreneurship in Hospitality and Tourism 2nd edition

A global perspective

Levent Altinay, Anna Farmaki, Zaid Alrawadieh

ISBN: Hardback: 9781917433044 Paperback: 9781917433037 eBook: 9781917433051
DOI: 10.23912/Hardback-5841

About this book | Table of contents | About the authors | Buy now

Brand new edition with new material on the AI, gender and culture, and social entrepreneurship;
Explores the dynamics of social entrepreneurship in the context of tourism and hospitality;
Includes real-world case studies from diverse regions illustrate core principles and contextualise theory.

Entrepreneurship in Hospitality and Tourism: a global perspective second edition provides a new and definitive overview of the vital role and effective practice of entrepreneurship in one of the most dynamic industry sectors in the world. This revised edition has been comprehensively updated to reflect emerging trends, evolving challenges, and contemporary debates within the field.

Fully informed by the latest research, new material for this edition includes:

An exploration of how Artificial Intelligence (AI) is reshaping entrepreneurial activities in tourism and hospitality examining both the opportunities and potential risks and the impact on small and medium-sized enterprises (SMEs).
A new chapter on the intersection of gender, culture, and entrepreneurial networks. It investigates how cultural values, social norms, and institutional structures influence the development and functioning of these networks, while also considering how gender roles, stereotypes, and systemic inequalities shape entrepreneurial participation and experiences
More on the dynamics of social entrepreneurship in the context of tourism and hospitality, as well as inclusive entrepreneurship, identifying underrepresented groups in the sector and evaluating how inclusive practices can foster innovation, equity, and sustainable growth.
An evaluation of the role institutions play in shaping entrepreneurial activity within tourism and hospitality, alongside an assessment of SME marketing strategies through an entrepreneurial lens.

This text serves as both a foundational resource and an ongoing source of inspiration, equipping readers with the ability to navigate and contribute meaningfully to the evolving world of hospitality and tourism entrepreneurship.

Edited by: Levent Altinay, Professor of Strategy and Business Development, Research Area Leader for Oxford Brookes Business School, Oxford Brookes University, UK., Anna Farmaki, Assistant Professor in Tourism Management at the Department of Tourism Management and Hospitality at the Cyprus University of Technology and Zaid Alrawadieh, Senior Lecturer in Hospitality and Tourism Operations for Oxford Brookes University, UK.

Publication: June 2025

Theme 1: Entrepreneurs
Ch 1 Entrepreneurship in the Tourism Sector: Personality and entrepreneurial traits (Mehmet Bagis and Mehmet Nurullah Kurutkan);
Case study: A new beginning in Britain);
Ch 2 Culture and Entrepreneurship (Eda Gurel and Levent Altinay);
Case study: Cultural characteristics);
Ch 3 Social Entrepreneurs: Important, but often overlooked, tourism entrepreneurs (Ziene Mottiar);

Theme 2: Entrepreneurship and the Environment:
Ch 4 Institutions and Entrepreneurship in Tourism (Mehmet Bagis and Mehmet Nurullah Kurutkan);
Case Study: The Nguyen family restaurant;
Ch 5 Exploring the Theoretical Landscape of Entrepreneurial Networks: Cultural and gender perspectives (Ainur Kenebayeva and Gainiya Tazhina); Ch 6 Entrepreneurship as a Process (Levent Altinay, Ainur Kenebayeva, Armiyash Nurmagambetova and Maureen Brookes);
Case study: AirBnB;

Theme 3: Constrained Entrepreneurship:
Ch 7 Constrained Entrepreneurship: South Asian Restaurants in the UK (Trevor Jones and Monder Ram);
Ch 8 Inclusive Entrepreneurship (Emma O’Brien);
Case study 1: Spotlight on Coralus;
Case study 2: The Abono Café Social Economy Enterprise;
Ch 9 Ethnic Minority Entrepreneurship (Anna Farmaki and Levent Altinay);
Case study: The Kowalski family restaurant;

Theme 4: Entrepreneurship Strategies:
Ch 10 Marketing Strategies of SMEs in Hospitality and Tourism: An entrepreneurial perspective (Tu?ba ?en Küpeli and Metin Kozak);
Ch 11 Marketing Strategies for SMEs in the Tourism and Hospitality Sector (Lisa Harkness);
Case Study: LegenDerry’: a regional tourism brand;
Ch 12 Human Resources Management in SMEs in Hospitality and Tourism (Hasan Evrim Arici);
Ch 13 Making Social Enterprises Sustainable: The role of social media and social innovation (Mert Gürlek, ?lker K?l?ç);
Case Study: Gökku?a?? Café;

Theme 4: Entrepreneurship and the Future:
Ch 14 Tourism & Hospitality Social Entrepreneurship for Sustainable Development (Punita Bhatt and Chandra Kant Upadhyay)
Case study 1: The Good Hotel Chain;
Case study 2: The Blue Yonder;
Ch 15 How will Small Businesses Survive? Artificial Intelligence and the Future of Small Businesses (Raziye Nevzat and Ava Kaboli);
Ch 16 Artificial Intelligence and Entrepreneurship in Tourism and Hospitality (Stanislav Ivanov, Faruk Seyito?lu, Aarni Tuomi and Craig Webster);
Case study: Using AI to create a new business model;

Concluding Remarks (Levent Altinay, Anna Farmaki and Zaid Alrawadieh)

About the authors

Levent Altinay is Professor of Strategy and Business Development, Research Area Leader for Oxford School of Hospitality Management, Oxford Brookes University, UK. Anna Farmaki is an Assistant Professor in Tourism Management at the Department of Hotel and Tourism Management at the Cyprus University of Technology. Zaid Alrawadieh is a Senior Lecturer in Hospitality and Tourism Operations for Oxford Brookes University.