This paper investigates resident attitudes towards women owned and operated, tourism related businesses in a rural and emerging destination. This study used social exchange theory (SET) to access whether attitudes about women owned and operated tourism businesses (WOOTB) differ with respect to residents’ opinions related to perceptions of associated costs and benefits, and whether attitudes differ with respect to demographics. The majority of respondents agreed that women-owned businesses would have an effect on tourism in the community. Residents agree that WOOTB will preserve local culture and contribute to women’s capacity building, yet would also disrupt family life and damage the peaceful, rural character of the community.