Between Home and Enterprise: Work–Life Balance of Women Tourism Entrepreneurs in Jammu and Kashmir

Purpose: This study examines the work–life balance (WLB) of women tourism entrepreneurs in Jammu and Kashmir and its impact on entrepreneurial performance, including potential rural–urban differences. Design/Methodology/Approach: Data were collected from 150 women entrepreneurs using a structured questionnaire. The study considered four dimensions of WLB: time-based conflict, work pressure, emotional exhaustion and social support. Analyses included descriptive statistics, factor analysis, independent samples t -tests, correlation and regression to explore the relationships between WLB and entrepreneurial performance. Findings: Women entrepreneurs face moderate to high challenges related to time-based conflict, work pressure and emotional exhaustion, while social support helps mitigate these pressures. No significant differences were found between rural and urban entrepreneurs, suggesting similar WLB challenges across locations. WLB positively influences entrepreneurial performance, underscoring its role in sustaining business growth. Practical Implications: Supportive measures such as flexible work arrangements, mentoring, skill development and stronger social networks can enhance women entrepreneurs’ well-being and business outcomes. Originality/Value: The study provides empirical evidence on the role of WLB in supporting the success of women tourism entrepreneurs in culturally diverse and resource-constrained settings.