Tourism Tourism



Tourismis one of the most important industries in the modern society. Thisis based on the income and revenue generated from the industry. Theindustry employs a huge number of individuals directly or indirectly.Additionally, it is a major source of foreign exchange in a goodnumber of countries around the world. The tourism industry includesall services and support services that support recreating and leisureactivities. These services include hotels, airlines, taxicabs,airlines and other hospitality services. The tourism industry isdependent on it ability to attract and retain a diverse work force.Studies indicates that compared to other sectors of the economy, thetourism industry has a less diverse human resource. Other industrieshave adopted diversity and inclusivity as a key ingredient tosuccess. While a focus on marketing of tourism industry isessential, more emphasis on the human resource is equality necessary(Lovelock and Wright, 2002).

Thetourism in many parts of the world emerged in a gendered societydominated by men. Studies have suggested male biasness in the tourismindustry where majority of the activities and experiences aredominated by male experiences. This is due to what has been referredto as “gendered tourists, gendered hosts, gendered tourismmarketing and hindered tourism objects”. On of the most importantgendered issue in the tourism industry is the employment patternswhich has resulted into a gendered workforce. The employmentopportunities generated for men and women in the industry are notequal. Although the advent of sex tourism has changed thesedimensions, there is a need for the industry players to enhancegender diversity and inclusivity in their recruitment processes(Munshi, 2006). Other industries in the economy has increase genderinclusivity where jobs that were traditionally male dominated orconsidered “men jobs” are increasingly recruiting men. Thisstrategy can be employed in the tourism where non gender specificposition needs to be created. For example, in the modern world, womencan work as taxicabs drivers, a job that was traditionally consideredto be a man’s job. Moreover, there is a need to move away from thegendered tourism experiences which will attract a more gender diverseworkforce in the industry. This includes developing programs andstructures that encourage young women to pursue careers in thetourism industry.

Thecommitment of the tourism industry to the welfare of its workers isbased on their job satisfaction. Studies indicate that the main focusof the human resources departments in organizations and industries isto continuously improve employee satisfaction. The ability of thetourism industry to attract and retain a diverse and qualifiedworkforce is dependent on job satisfaction. Job satisfaction is moreessential in the hospitality based tourism business (Yew, nd). Crosssectional and longitudinal studies indicates a strong linkage betweenjob satisfaction, employee motivation, organizational commitment tothe welfare of the employees to the success of the business. Thedegree of productivity per employee and employee loyalty isdetermined by how the workers are satisfied with their jobs.Satisfied employees in the tourism industry translate into satisfiedclients (Yew, n d). A satisfied human resource in the tourism sectorwill attract business leaders and professions from all diversitiesinto the lucrative industry. Also, more young people from differentsocial, gender, ethnic and racial backgrounds will be attracted tothe tourism industry.


Lovelock,C. and Wright, L. (2002). Principlesof Service Marketing and Management.2nd Edition.New Jersey: Prentice Hall.

Munshi,I. (2006). “Tourism Processes and Gender Relations: Issues forExploration and Intervention”. Economicand Political Weekly,Vol. 41, No. 42, pp 4461-4468.

Yew,L. T. (n d). “Job Satisfaction and Affective Commitment: A Study ofEmployees In The Tourism Industry In Sarawak, Malaysia”, SunwayAcademic Journal4 pp 27-43