Abstract
Based on data collected from managers of wine tourism businesses in rural areas in Portugal, this study highlights the equal potential of female leadership in wine tourism. Specifically, women’s profiles, management practices and leadership narratives were analyzed and contrasted with corresponding data reported by their male counterparts. Concerning personality traits, no statistical difference between men and women was identified, which was also the case for some management practices, with sustainability concerns being important for both male and female business managers. Differences were found in communication with markets, being dominated by online devices, particularly with social networks in the case of women. As for their leadership position, women further tend to prefer a shared management approach in opposition to a more individualist management style followed by men.