Representation of women managers in hospitality and tourism: a content analysis of related magazine articles

Abstract

Purpose This study aims to investigate the representation of women managers through a content analysis of related magazine articles within the hospitality industry in the Maldives. Evidence suggests an increase in the number of working women, yet there is relative neglect toward identifying issues involving women in the industry. Design/methodology/approach Both qualitative and quantitative approaches were used to content-analyze the narrative on the sampled articles from a Maldives-based hospitality magazine, Hotelier Maldives. Qualitative content analysis and quantitative methods report on the challenges faced by women managers and reasons for their success based on the narratives. Findings This study revealed that although women managers are underrepresented in management, there has been a broad increase in the participation of women within the industry. This study falsified the perception that gender is a limiting factor to hold senior positions in the hospitality industry and that increased participation of women managers may be driven by the changing social and cultural contexts. Originality/value This study is one of the first to examine how women managers are represented in hospitality magazines. Despite its relevance, previous tourism research has not focused on this kind of measurement.