Business characterization and performance of tourism entrepreneurs in the Gocta destination: An analysis using Smart PLS

This research aimed to examine the characteristics of tourism entrepreneurs and their impact on performance in the Gocta destination. This study analysed data from a sample of 47 entrepreneurs using structural equation modelling with SmartPLS 3.37 software using a quantitative methodology with descriptive and explanatory approaches. The sample included 44% men and 55% women. The sample included 44.7% men and 55.3% women. The results indicated that entrepreneurial traits such as leadership (p=0.047), planning (p=0.041) and innovation (p=0.007) have a significant positive effect on both entrepreneurial performance and business sustainability. These characteristics are decisive for improving business performance and ensuring long-term viability. In contrast, business attributes such as sociability (p=0.065) and sustainability (p=0.557) showed a lower level of significance about performance. This indicates that they are less critical compared to leadership, planning and innovation although sociability and sustainability are valuable. The study highlights the importance of these key traits in driving entrepreneurial success and aims to strengthen the skills associated with leadership, planning and innovation among entrepreneurs. This research seeks to support the development of effective and sustainable tourism enterprises in the Gocta destination and provides valuable information for both entrepreneurs to consider the entrepreneurial characteristics of starting a great business and policy makers by focusing on these traits.