“…A review of the extant literature on women-owned businesses shows that the current focus is on women empowerment (Noor, Isa, and Nor, 2021), financial support , cultural (Akinbami, & Aransiola, 2016), problems and opportunities (Ghouse, Durrah, and McElwee, 2021), and the digital literacy of women entrepreneurs (Fauzi, Antoni, and Suwarni, 2021), balancing business and family responsibilities (Xheneti, Karki, and Madden, 2021), with less focus on the entrepreneurial effectiveness of their businesses. For studies on strategies to enhance the survival, growth, performance, and overall effectiveness of women owned enterprises, much attention has been given to entrepreneurial characteristics such as need for achievement and external factors that are both economic and social in nature , determination, resilience, education, and satisfaction (Agarwal et al, 2022), risk aversion and culture (Gimenez-Jimenez et al, 2022), networking, motivation, training and development, socio-cultural, financing and business environment (Jha, and Alam, 2022), demographic characteristics of women including education, family size, business experience and marital status (Beriso, 2021). It is also evident that extant studies have investigated women entrepreneurs operating in other sectors such as tourism .…”