Abstract:
1. Introduction
Tourism is one of the vast and fastest growing sectors in the global
economy of Sri Lanka. It has a massive potential to offer value-added
products that could meet the expectations of high-end tourist markets.
Tourism as an important instrument for sustainable human development
and advancement of women, only 25% of female entrepreneurs are in Sri
Lanka (Central Bank Report,2012). The participation of women in the
tourism industry is lower than that of male presentation. Therefore, the
purpose of this study is to identify inherent issues and challenges faced by
the women entrepreneurs in DMCs in Sri Lanka and to identify the
strategies used to overcome these challenges in order to encourage women
to participate entrepreneurial activity.
2. Research Methodology
This study was developed as a phenomenological study. In this study,
primary data were collected through semi-structured interviews and was
analyzed by the thematic analysis. Data was collected from 10 women
entrepreneurs in the DMC sector. The data were used for qualitative
analysis to achieve the objectives.
3. Findings and Discussion
According to the research findings, there are significant negative economic,
social and cultural impacts and barriers in digital literacy when women set
up a business in the tourism sector. As the researcher has discussed
women’s challenges with the existing literature.
4. Conclusion and Implications
It revealed some of the opportunities and developments for women
entrepreneurs Thus, this study will provide elements for the long term
success of women in Sri Lanka. Women Entrepreneurs in the tourism
industry can get knowledge about the issues and challenges that helps the
economic development of the country and students can gain knowledge
about the tourism sector and women entrepreneurs.
