The gendered landscape of tourism: social stereotypes and job difficulties for female tour guides

Purpose This study explores the social stereotypes and professional challenges faced by female tour guides, examining how societal biases shape their careers. It aims to highlight the impact of these biases on gender equity in tourism and advocate for more inclusive practices. Design/methodology/approach This study uses in-depth interviews with 20 female tour guides and 11 other stakeholders, selected through purposive sampling. The interviews explore societal stereotypes, workplace challenges and their impact on career progression. Data were analyzed through thematic and contextual analysis to uncover patterns and case-specific insights on how gendered perceptions affect female tour guides’ careers. Findings The study shows that female tour guides face challenges from societal stereotypes, gendered expectations, limited career advancement, harassment and pressure to conform. Personal struggles include strained family relationships and societal judgment. Despite these barriers, some women remain committed to their careers, highlighting the need for more support and inclusivity in the sector. Practical implications This study outlines strategies for female tour guides, including empowerment initiatives, family support, mentorship, gender-equitable policies and raising tourist awareness. Originality/value This study provides a novel perspective on gender issues in tourism by focusing on the challenges faced by female tour guides in developing countries. It offers a comprehensive framework addressing stereotypes in professional, familial and personal dimensions, incorporating comparative insights from male guides. The findings bridge a critical gap in the literature and propose actionable solutions to foster inclusivity and equity in the tourism sector.