Abstract:
Tourism has been identified as one of the fastest-growing economic sectors in the world.
This industry is multidisciplinary and therefore involves different stakeholders for its
activities. Among them, tourist guides play a major role in the tourism industry. However,
this sector has less female participation as tour guides. Therefore, the prime aim of
this study was to determine the existing barriers to women’s participation in adventure
sports as tour guides. The study was conducted under the qualitative approach from the
postmodernist research philosophy. Based on the above factors a case study was used to
continue this study. Before the main data collection, a pilot test was conducted to create
a benchmark. Primary data was gathered through discussions, and direct observations.
Framing research design in narrative analysis has been used to finalize the data. Data
were collected from five female tour operators who are trekking guides in the knuckles
zone. Snowball method was used as sampling technique and data were collected through
discussion. Considering the pattern of the data, thematic analysis was used do analyzed
the data. The major findings of the study were identified under three themes such
as barriers, opportunities, and suggestions for future enrichment. Major barriers were
cultural based society, lack of job reputation, narrow mindedness, unethical behavior
of local tourists, and lack of knowledge. Reasonable income, and work-life balance were
opportunities for female tour guide operators. Moreover implementing and amending
rules and regulations for safety of women tour guide were identified as suggestions for
the future enrichment of female tour guides. Further postmodern approach highlight
the role of conflict in social life for female tour operators and it should be important
underlying for consideration in future enrichment of female tour guides. Therefore, this
study has more opportunities, huge demand with a broad range of female tour guides
in Sri Lanka. Tourism industry can be introduced as one of the best occupations for
women.
