The study is based on a project based case study conducted by Tamkeen for Sustainable Tourism Development (TASUD) in Um Qais-Jordan. The project aimed at empowering women in Um Qias who own MSMEs businesses operating form home. The training project was funded by European Neighborhood Instrument Cross-Border Cooperation in the Mediterranean (ENI CBCMED), that is funded by the EU, aims to contribute to the economic and social development in the Mediterranean, by increasing touristic competitiveness & attractiveness of less known destinations, rural/depressed areas. Accordingly, the 3-year CROSSDEV Project was created and is running in Italy, Lebanon, Jordan and Palestine.
Tamkeen for Sustainable Tourism Development (TASUD), carried out this project in 2021 with close cooperation and coordination with ENI’s partner in (the North of) Jordan, the Jordan University for Science and Technology (JUST) and in partnership with the Euro-Jordanian Advanced Business Institute (EJABI). The project came timely to help local communities in tourism destinations deal with COVID-19 Impact on businesses mostly SMEs to help them build their capacities and grow.
Inspired by its vision, mission and objectives TASUD successfully designed the training to meet the needs of local women in Um Qias in context of the local scene. TASUD utilized designed an innovative methodology to implement the training based on the learner centered education theory (LCE),and experiential learning approach as the most effective method used for community education in rural areas. The aim was to build tourism ethics, tolerance, ownership and social responsibility mindset, as well as developing sustainability and critical thinking skills to motivate participants to become responsible service providers able to continuously develop competitive services to meet tourists aspirations, and enable women to lead sustainable growth at their community. The training methodology included applied training and field visits to relevant hospitality and tourism industry establishments to help participants promote their business products and develop networks and partnerships.
TASUD cooperated with prominent experts in the field to develop a research article which was accepted and published in March, 2025 by the Journal of Tourism and Services, to guide policy makers, educators and trainers on effective training methodologies required to empower homepreneurs in local rural tourism areas sustainably