Perpetuating the Male Gaze as the Norm: Challenges for ‘Her’ Participation in Business Travel

Abstract

Shift in postindustrial societies, influenced by trends such as globalization and the growth of service economies, fuels the continuous growth of business travel—traditionally an arena of male dominance and reflective of women's historically domesticated role. Contemporary societal changes, however, have resulted in the increased participation of women as business travellers. Despite the importance of business travel to global tourism industries, scholarly research on business travel is lacking and gender issues have received even less attention. In the context of New Zealand, this study approaches women as active consumers in business travel, aiming to reveal the power relations perpetuating the male gaze as the norm that influences marketing and operational practices of the tourism industry. Both production and consumption arenas are investigated to uncover the perceptions of tourism managers, and to explore how women see themselves in the field. It is found that although women have gained access to perform in a globalized business world and see it as a form of empowerment, their travel experiences are negotiated within contexts of household and societal expectations. Multitudinous roles, ideological structures, and traditional dichotomies culminate in present tensions and challenges for ‘her’ participation in business travel, thus shaping and defining how women consume business travel products.