Identifying the Triggering Factors for Female Career Choice: The Case of Tour Guide in Sri Lanka

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Tharaka Ashwini Komanda Mudalige


     The common scenario of the plight of underrepresentation of female in the industry of tourism is yet a considerable bottom line as it plays a significant mantle during the analysis of the industry as an inclusive entity. Subsequently, the paper review outlines, an identification of triggering factors that channel contemporary career choice of female in Sri Lanka, a supreme instance experiment is career of Tour Guide, which is not easily approachable in the spectrum of profession of female career pool in respective country region. A total of 350 undergraduates majoring in Tourism Management were participated to the qualitative research while the qualitative research conducted using 10 National female tourist guides and 5 female undergraduates of the same course in same National University. The data analyzed using Path Analysis and qualitative data with Narrative analysis. Moreover, the study emphasizes two ultra-important objectives (a) Identify the triggering factors for female career choice of tour guide, Sri Lanka (b) Explain how these factors affect on female career choice of tour guide. Resulted in the implication of both quantitative and qualitative methods; the indication of significant relationship of family involvement, and attitude towards women, interest and career barriers on their specific career choice. Additionally career self-efficacy is affected by attitude toward woman, family involvement and by career barriers. The collaboration of factors and figures regarding the matter may depict important managerial implications to be addressed in order to upsell the choice of being employee in non-traditional career sector in tandem with enhance the female participation in required segments.


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