Women Tourism Entrepreneurs in KwaZulu-Natal, South Africa: Any Way Forward?

Abstract

This study, done in KwaZulu-Natal, South Africa, sheds light into the challenges facing women entrepreneurs involved in tourism businesses and the opportunities they can harness in the tourism industry, with particular reference to some gender nuances. The study collected qualitative and quantitative data from respondents, and the data were analysed using content and descriptive analyses respectively. The challenges facing these women entrepreneurs, identified by this study, include lack of financial capital, low business capability, problem of size and scope, racial issues and traditional perceptions, and imperfect business location. Some opportunities for growth identified are local municipality support, internet marketing, and formation of business network for self-support and training. This study recommends business skills training for the women entrepreneurs in the areas of sourcing business funding, creating unique value proposition, product excellence, marketing capability, operational excellence and customer service. Although this study was conducted in a South African province, it has implications for women entrepreneurs in sub-Saharan Africa, and beyond.

Keywords

• gender in tourism; women in tourism; tourism business; traditional perceptions; sub- Saharan Africa