Culture, Power and Identity in Tourism, Hospitality and Events

Culture, Power and Identity
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Introduction
Statistics indicate that women only make up 27% of senior management in the hospitality,
tourism and events industry across the globe (Pritchard, 2014 p.78). In addition to that, there has
been also a disparate distribution of income between male and female employees in this
particular industry. Well, this does not really add up because women constitute a large
percentage of the graduates, about 60%-70% from various hospitality management programs
(Mooney, 2014 p.102). Numerous reasons have been mentioned that contribute to this trend such
as impatience and lack of flexibility in performing their roles especially when they get
committed through marriages and/or engagements. It was revealed that women often earn much
lesser than their male counterparts. This is a really alarming issue as the rates of gender
inequality in this particular sector continue to increase each and every day. This write-up seeks to
discuss the issue of gender inequality within the tourism hospitality and events industry in
details. In doing so various issues will be looked at such as the influence and role of culture,
power and identity within tourism, hospitality and events, the forces which determine the way
culture, power and identity are constructed within this particular industry and finally an
evaluation on examples of culture, power and identity within the industry (Kogovsek &
Kogovsek, 2015 p.32).
Basis of gender (in) equality within the tourism hospitality and events industries
In the hospitality industry men have taken most of the positions as far as leadership is concerned
as well as other normal positions. Studies conducted indicate that women have been facing quite
a number of barriers that make it difficult for them to navigate into the top positions in this
industry. Various barriers have been mentioned that have contributed to such dominance by men

in this sector. Some of these factors are; lack of female role models, bias and gender stereotypes
(Campos-Soria, Marchante-Mera, Ropero-García, 2011 p.45).
In regard to the lack of role models, this has been a continuous cycle for quite some time now.
Most women who want to venture into this industry lack people they can look up to for
inspiration and motivation unlike men who often have people to look up to.
Bias has also been another great challenge that has really contributed to the rates of inequality in
terms of gender in this industry. Most of the men that are already in the industry really look
down upon women and consider them as irrelevant and not fit (Reinecke & Donaghey, 2015
p.90). This kind of bias has resulted in women not being given equal opportunities as their male
counterparts. In addition to that, the women that are already present are considered as minorities
by men and this has also contributed to increased levels of inequality.
Gender stereotypes are a really great barrier in the hospitality, tourism and event industry today.
Gender stereotyping has contributed to a great extent towards limiting abilities as well as natural
talent among women in this industry. In most cases, its often caused by various attitudes that are
ingrained, norms and beliefs that have resulted from the prejudice against women in general.
These types of attitudes coupled with prejudice against women have at a great extent resulted in
the increase in gender equality in this industry.
In any industry whatsoever gender diversity is very essential. The tourism, hospitality and event
industry is no exception. Gender diversity does not only facilitate the growth of industry but it
also ensures its survival and prosperity. In relation to this, women opt to take the challenge and
fight for their way into the top positions in this particular industry so that they can minimize the
levels of gender inequality. Women have to step up and various positions in the industry but also

men need to give them the support they deserve in doing so. As mentioned earlier, this is a global
issue and it has been witnessed in various countries across the globe. It is therefore important
that an inclusive environment is created that will facilitate entry of both genders into the industry
so as to reduce the instances of gender imbalance and inequality.
Instances of gender stereotyping and bias should be eradicated. Leaders from various position
should seek to change gender roles and stereotypes so as to minimize the cases of gender
inequality. In addition to that, women education and empowerment could also contribute
positively to this matter (Ferkins & Shilbury, 2010 p.204). It should be made a priority to all
organization that women are empowered and constantly reminded of their role in making the
organization successful. In so doing, this will motivate them and they will motivate others
creating a cycle of positivity that eventually aims towards eliminating the issue of gender
imbalance and inequality in the tourism, hospitality and events industry.
Women are a very unique species that have the ability to help the industry at a very great extent
with their high levels of creativity and innovation. In order to make this possible, it is important
that they are properly motivated. This motivation could come in various forms such as
empowerment and removal of wage inequalities in the industry. The issue of wage inequality is a
real threat in this industry and dealing with it should be a priority (Liserre, Sauter, Hung, 2010
p.67). One of the best ways of eliminating this issue is through employing various means such as
initiating gender proactive policies in the industry and training members to avoid all instances of
gender stereotyping among others.
Role of culture, power, and identity in tourism, hospitality, and events