Gendered identities in the work of overseas tour reps

Abstract

Gender construction within the tourism and leisure industry is under-researched. In this article, we draw on empirical research on overseas tour reps to consider the ways in which men and women working alongside each other in the same feminized role 'do gender'. In particular we explore how these workers deal with the particular dilemmas of the sexualization of women at work and the men reps' potential threat to their heterosexuality, in a role where the boundaries between work and play are ambiguous. We argue that reps reveal masculinities and femininities that comply with traditional expectations. Young men reps are portrayed in 'laddish' terms in relation to their engagement with alcohol and sexual relationships with guests. Women reps emphasize their role as providers of emotional labour and taking control of guests' perceptions and report refraining from sexual relationships with guests. Even within the same work role in this case study, men and women appear to construct different work identities. © Blackwell Publishing Ltd 2004.