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The overarching aim of this project is to understand the role women tourism social entrepreneurs (TSEs) play in contributing to regenerative practices in Canada.

Semi-structured interviews were carried out with women food TSEs with snowball sampling. This paper challenges the assumption that the masculine experience is the human experience. Accordingly, this research is informed by a feminist ethic of care lens to recognise the important role of Canadian women TSEs. Methodologically, the authors employed the strategies of a constructivist grounded theory to guide the analysis (Charmaz, 2011). This process involved carefully engaging in a close line by line reading of the transcripts, developing codes based on the authors’ dealings with the data including summarising, synthesising and sorting the data (Charmaz, 2011).

The analysis revealed three categories: (1) Adopting a regenerative mindset and enhancing well-being, (2) Supporting the consumption of real food and (3) Educating communities for regenerative and just futures. The analysis revealed the importance of women TSEs in adopting a regenerative and caring mindset to enhance the well-being of their communities and beyond.

The study focusses on the learnings from 11 entrepreneurs from Canada. There is a scope to expand the discussion with more interviews. The impact of this pandemic on the small businesses resulted in affecting the researchers’ participation by presenting some unique challenges in participant recruitment. Maybe the studies in the near future will focus on grounding the research papers based on other sexual orientations and indigenous social entrepreneurs.

The authors hope future studies centre diversity and attend to the role of women in their communities to better under the diverse contributions. The work presented here is part of a broader study on the role and impact of women TSEs and so only reveals the tip of the Canadian iceberg. Forthcoming studies will attend to some of the gender-specific barriers faced by women TSEs and the supports required particularly in the wake of COVID-19. The authors hope other scholars continue to build on this work, adopting feminist approaches to enhance our understanding of the role women play in contributing to just, caring and regenerative futures.

Contributing to Higgins-Desbiolles and Monga's (2021) in-depth case study using an ethic of care to examine an Australian events business supporting homeless individuals, the analysis of the 11 in-depth interviews with Canadian TSE provides evidence of alternative ways women are delivering social value. Using an ethic of care lens has elicited the impacts created by the informants and the ripple effects particularly in light of regenerative practices which are crucial in the tourism sector as borders and destinations reopen to tourism as noted by Ateljevic (2020).

There are few studies in the tourism social entrepreneurship literature that recognise the agency and centres the vocies of women. Kimbu and Ngoasong (2016) made a call for more research to understand how women engage in social entrepreneurial activities and benefit their local communities. There are limited analyses on regenerative tourism in practice in the scholarly literature. To respond to this gap the authors examine the regenerative practices of women TSEs in Canada.

The aim of this study is to empirically investigate the additional motives, aside from the social interests that motivate social entrepreneurs. This paper does so by using an inductive approach and specifically carrying out a re-examination of two pieces of research examining social entrepreneurship that were carried out independently by the two researchers in South Africa and Ireland.

The method used for the paper is content analysis. Research using qualitative content analysis focuses on the characteristics of language, talk and conversation (Sarantakos, 2005) with attention paid to the content or contextual meaning of the text. Thus, a qualitative content analysis is concerned with an examination of the uses of language. According to Downe-Wambolt (1992, p. 314), the aim of content analysis is “to provide knowledge and understanding of the phenomenon under study”.

The findings indicate that the informants do have additional motivations with respect to their business ventures including lifestyle motives, receiving acknowledgement and generating profit.

Few published papers investigate the motives of social entrepreneurs and explore if there are indeed any additional motivations aside from community interests. The results in this study identify that indeed social entrepreneurs are motivated by an array of motivations. The motivations we discovered in our research illustrate an individual who is mutually concerned with their communities, the environments in which they live in, lifestyle interests, acknowledgement and profit which may suggest that such community contributions could be sustained over time.