“…Rural tourism is a growing and changing sub-sector of travel and tourism, closely related to natural, social and community values, as well as to rusticity and authenticity (Hernández et al, 2005;Little, 2008;Pérez-Ramírez et al, 2012;Sandoval-Quintero et al, 2017). Mexican scholars have highlighted rural women's incorporation as a result of public policy strategy to foster social change (Hernández et al, 2005;Pérez-Ramírez et al, 2012;Rodríguez & Acevedo, 2015), while promoting the conservation of natural resources (Martínez Corona, 2003;Soarez et al, 2005;Suárez-Gutiérrez et al, 2016 Similar to other regions of the world, rural tourism in Mexico is heavily grounded on the rural idyll, with traditional social norms playing an important role in attracting tourists (Jiménez-Esquinas, 2017;Baylina et al, 2016;Browne, 2011;Little & Austin, 1996;Serra & Ferré, 2006). A tension emerges between the work opportunities that rural tourism provides to local women and the gendered roles that women are expected to perform, as well as the spaces where they perform this work (i.e.…”