Succession as a process for unlearning gendered leadership roles in small and medium tourism family firms (SMTFFs): a qualitative study

Abstract

Purpose – This paper aims to examine how gender shapes leadership dynamics in succession processes in small and medium tourism family firms (SMTFFs), focusing on the role of unlearning in overcoming entrenched norms. It investigates how successors negotiate traditional expectations and how unlearning enables business renewal and a more inclusive leadership. Design/methodology/approach – A qualitative approach was adopted through ten biographic narrative interviews with family business leaders (seven women, three men) in SMTFFs that have undergone intra-family succession in Austria, Germany and Italy. Using the Gioia methodology, this study traces the interplay between gendered roles and unlearning mechanisms. Findings – Results show that unlearning in succession within SMTFFs occurs through two key mechanisms: 1) critical reflection on inherited norms and 2) the active challenging of established power dynamics and traditions, often shaped by gendered experiences. Social implications – By highlighting how gender norms are reproduced or challenged in succession, this study contributes to gender equality debates and advances knowledge on tools and mechanisms that foster inclusive leadership in SMTFFs. Originality/value – This study introduces unlearning as a novel conceptual lens for analysing gendered dynamics in family firm succession, exploring how it supports organizational renewal and survival while reshaping individuals’ leadership.