Exploring Black Entrepreneur Identity in the Recreation and Tourism Industry: A Case Study in Greenville, North Carolina

Abstract

This study explores the identity of Black entrepreneurs in the recreation and tourism industry, focusing on their motivations, sense of community, and efforts toward sustainability. Using a tripartite framework of identities, the study examines motivations based on Weber's Theory of Formal and Substantive Rationality and explores residential identity through McMillan and Chavis' Sense of Community dimensions. The study utilized an identity that emerges from both entrepreneur and residential identities which is that of the sustainable entrepreneur. Through semi-structured interviews conducted in Greenville, North Carolina, the study aimed to highlight Black entrepreneurs positive impact and contributions to their community. Findings reveal that the extrinsic motivations of these entrepreneurs were primarily linked to income generation and financial stability, while intrinsic motivations often arose from a genuine passion for community engagement. It was found that entrepreneurs felt a sense of belonging in Greenville and received significant support from their community. The study highlights entrepreneurs efforts toward economic, social, and environmental sustainability. Those efforts involved creating job opportunities, engaging in philanthropic activities, and promotion of sustainable practices. It was found in this study that these entrepreneurs offer safe spaces for the Black community to enjoy leisure activities, which addresses ongoing concerns regarding discrimination and the lack of diversity in downtown Greenville establishments. However, initiatives like the African American Cultural Trail in Greenville-Pitt County highlight the historical and contemporary contributions of the Black community, fostering dialogue and educating both locals and tourists on topics such as race and social justice. Ultimately, the study advocates for the integration of Black-owned businesses along the trail and emphasizes the importance of supporting Black entrepreneurship in the recreation and tourism industry to enhance economic diversity in Greenville.