GENDER EQUALITY IN TOURISM INDUSTRY: A CASE STUDY FROM MADABA, JORDAN

The traditional values in many cultural localities may interfere with women participation in tourism industry and may play a pivotal role in producing and reproducing gender inequality. Gender equality is considered as one of the indicators for the socio-cultural sustainability in tourist sites. Hence, the status of women equality in one of the attraction sites in Jordan (Madaba) was evaluated using structured questionnaires and in-depth interviews. The results show that the tourism sector provides limited access to women's employment and opportunities for creating self-employment in small and medium-sized income generating activities in the region of Madaba, thus creating few paths towards the elimination of poverty of women in particular and local communities in general in the study area. Inequality was very evident even in other industries due to the burden of cultural values and beliefs. This study recommends further collaboration of all stakeholders – national and local governmental authorities and non-governmental bodies, industry, local communities, and community based tourism initiatives to increase women’s participation in tourism industry and to alleviate inequality.