EMPOWERING WOMEN PARTICIPATION IN THE TOURISM INDUSTRY IN CITY OF IMUS: A PHENOMENOLOGICAL STUDY

Abstract

Women remain underrepresented in the high-status and managerial levels of the tourism industry. Despite the large number of women employed in tourism, they generally hold low-skilled positions related to traditional work such as assistance, services, and accommodation. Related studies and prior research revealed that women’s employment opportunities were influenced by gender discrimination, stereotyping, women qualities, and experiences. This qualitative research study used purposive sampling in determining the size and selecting participants. Narrative analysis was used to interpret the data to codes and themes. Construct validity was reflected through truthful interviews and interrelated questions. This study revealed the continued underrepresentation of women in high-status and managerial levels of the selected tourism industry limited to restaurants, hotels, travel agencies, and the local tourism and development office of Imus and recognized the participation of some women who hold high-status and managerial roles in the selected tourism industry. Gender discrimination and stereotyping were still evident in employment opportunities and task dissemination. Further studies on expanding the size and participants across all tourism industries were suggested. Implementation of rules and policies on gender discrimination and discussion within management on gender stereotyping were advised to create equal employment opportunities for both genders and assess the validity of employability based on their qualifications, job experience, and educational background.