Small-Scale Entrepreneurs in the Tourism Industry: A Gender Analysis in Sri Lanka

Abstract

Increasing tourist arrivals have improved women’s participation in small-scale tourism enterprise activities. Nonetheless, women entrepreneurs face continuous challenges. Consequently, this study explores the nature of gender inequalities in the key tourism business sub-sectors in Sri Lanka. The researcher collected data from small-scale tourism enterprises in the Hikkaduwa Urban Council (HUC) of Galle District, Sri Lanka. They employed a mixed approach using a semi structured questionnaire (195 women and 195 men entrepreneurs), key informant interviews (25), non-participant observation, and in-depth interviews (24). A stratified random sampling method was applied to three (3) tourism-related small-scale sub-sectors. The sub-sectoral differences associated with gender differences in small-scale entrepreneurs were analyzed by comparing women and men. The results revealed that lack of institutional support, stereotyped roles in the household and household responsibilities, and the performance and growth of enterprises run by women are negatively impacted by social standards that do not acknowledge women as leaders. Compared to other sub-sectors, women in food and beverages sub-sector are influenced by cultural barriers and get less family support. Women entrepreneurs in the accommodation sub-sector have shown improved coping strategies. Strong gender norms have deprived women entrepreneurs in the tourism-affiliated retail service sub-sector; hence, they became more interested in BA than women entrepreneurs in other sub-sectors. However, men dominating the leadership positions in business associations and exclude women from access to networks and connections, and gender norms limit their performance and participation in leadership. This study adds to the limited literature works available on women entrepreneurs by advancing how and why different gender roles and practices prevail among men and women in various sub-sectors of small-scale tourism enterprises.