Gender Perception in Marketing Profession: Case Study of Female Dominance Factor Compared to Male in Marketing Field in Bali Tourism Industry
DOI:
https://doi.org/10.55927/wakatobi.v4i2.85Keywords:
Female Dominance, Tourism Marketing, Gender EqualityAbstract
This study aims to explore gender perceptions in the marketing profession in the Bali tourism sector, with a focus on female dominance and the factors that influence these gender perceptions. The method used is a qualitative approach with in-depth interviews with marketing practitioners in the Bali tourism sector. The data obtained were analyzed using thematic analysis to identify patterns of gender perceptions and their implications for marketing practice. The results show that although women dominate the marketing profession, they still face barriers in accessing leadership positions and strategic decision-making. Gender perceptions and local social stereotypes also shape these dynamics. This study suggests the need for more inclusive policies and empowerment of women in the tourism sector to create a more equal work environment. In conclusion, it is important for the Bali tourism sector to adopt a more equitable gender perspective in the development of marketing strategies, in order to create positive changes in both policy and practice on the ground.
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