Abstract
Despite the high share of women in the tourism workforce (54% according to UNWTO, 2019), gender inequality in this sector persists. The gender leadership gap - a gender imbalance in management positions within the industry - motivates this study on gendered role identities of women in leading positions in small and medium tourism family firms (SMTFF). Family firms in the tourism sector show greater inclusivity than bigger firms, with female leaders navigating identity challenges and business cultural transformation. This transformation is often hindered by path dependency, that inhibits a change of business culture, habits and routines. To understand and overcome these barriers, the unlearning framework is used to explore how SMTFF leaders navigate the transitional periods of succession and how they redefine their personal and business-related identity.