The Role of Cultural Entrepreneurship in Sustainable Destination Marketing: Women's Leadership as Driver Sustainability Tourist Culture in Bali

Abstract

This study aims to analyze the effects of women’s leadership and entrepreneurial culture on sustainable destination marketing, with authentic destination values serving as a mediating variable in cultural tourism destinations in Bali. A quantitative approach with a survey design was employed, involving tourism village managers, tourism business actors, and key stakeholders. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine both direct and indirect relationships among the variables. The results indicate that women’s leadership and entrepreneurial culture have positive and significant effects on sustainable destination marketing, both directly and indirectly through authentic destination values. These findings demonstrate that preserving cultural values, when combined with inclusive leadership, can enhance the competitiveness and sustainability of cultural tourism destinations. The study is limited by its geographical scope, which covers only several cultural tourism villages in Bali. The novelty of this study lies in developing an integrated model that explains the mediating role of authentic destination values in linking women’s leadership and entrepreneurial culture with sustainable destination marketing.