Women and Power: a Study of New Zealand Women Business Travellers

Abstract

Two global trends have influenced the research focus of this thesis: the socio-economic changes of greater numbers of working women, and the increasing importance of business travel. In the contemporary context of Western postindustrial societies influenced by trends such as globalisation and the growth of service economies, business travel has been a significant economic activity. Although scholarly research in this field is lacking, gender issues have received even less attention, reflecting in part the dominance of the male voice in the business world and in academic tourism research. Despite the emergence of some gender aware frameworks, women are still approached as victims/passive recipients in much of the research. This thesis approaches women as active consumers in business travel, and in doing so reveals the power relations that perpetuate the male gaze as the norm in this field. There is little research on consumers and their consumption practices, but even less analysing both the production and consumption arenas of business travel. The research design of this study enables an eclectic view of the business travel experience from both consumption (women business travellers) and production (tourism managers') perspectives. Data sources and methods were triangulated, combining qualitative and quantitative techniques within an interpretive perspective. This study was situated in the context of New Zealand where the social position of women has changed significantly. They now participate in several non-traditional arenas such as higher education and business. The culmination of a range of economic and social changes, including delayed marriage and falling fertility, contribute to the growth of women business travellers. The research has found that top management and overall decision-making in tourism production is dominated by males. Furthermore men's historical domination as business travellers also contributes significantly to their privileged position as consumers. Analysis of business travel advertisements has established the perpetuation of the masculine norm and the passive and stereotypical depictions of women. Recent trends to blur the boundaries of the masculine norm are yet to evoke any great degree of influence. While tourism managers acknowledge the participation of women, their gaze reflects cautious attitudes about the pace of acceleration of women in business. Philosophies of equity/gender neutrality are prevalent, rendering women invisible and silent as the gendered 'Other' and subsuming them into the dominant masculine norm. Traditional notions and the masculine norm are challenged in light of women's experiences and opinions. Women have gained the associated benefits of performing in business, however their business travel experiences are negotiated within contexts of household and societal expectations, exposing power relations at various levels. Multitudinous roles, ideological structures, and traditional dichotomies culminate to present tensions and challenges for 'her' participation in business travel. Exploring women's consumption experiences eclectically enabled new themes to emerge, relating to feelings of well being, blurring of the Work/leisure dichotomy, opportunities for escape, and food consumption. Based on these findings, arguments are made for greater integration of women, recognising them as women and business professionals.