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This study aims to identify both intrinsic and extrinsic factors motivating rural women to participate in entrepreneurial activities in Oman. Specifically, it seeks to clarify which pull and push factors influence their decisions to engage in entrepreneurship.

Quantitative research was conducted with a sample of 183 women entrepreneurs in rural areas of Oman. Structural equation modelling (SEM) using SmartPLS software was employed to test the research hypotheses.

The results of the research highlight the positive impact of external motivations, such as financial needs and dissatisfaction with current employment, on the entrepreneurial behaviour of rural women in Oman. These external factors play a significant role in prompting women to initiate their own projects. Additionally, the study reveals that attitudes, such as self-efficacy and the perception of social support, significantly influence women entrepreneurs' adoption of self-employment.

These findings offer valuable insights into the concrete incentives driving women’s entrepreneurship in rural Oman. Policymakers can utilize these insights to develop initiatives aimed at promoting the social empowerment of rural Omani women and facilitating their active participation in economic ventures, thereby contributing to Oman’s development.

This study presents a novel framework for enhancing women’s entrepreneurship, offering insights into the motivations and barriers influencing women's participation in rural areas of Oman. By addressing gaps in existing literature, it contributes to a deeper understanding of the entrepreneurial dynamics among rural women in Oman.