Department of Marketing

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Browsing Department of Marketing by Author "Buchman, Annae"

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    Risky business? Women’s entrepreneurial responses to crisis in the tourism industry in Tanzania
    (Routledge Taylor and Francis Group, 2023) Maliva, Nelly; Anderson, Wineaster; Buchman, Annae; Dashper, Katherine
    ABSTRACT Globally, the tourism industry has been devastated by the COVID-19 pandemic and associated changes in international travel. This paper draws on interviews with 51 women working in the tourism sector in Tanzania and examines gendered impacts of the pandemic on their welfare, which instigated or accelerated entrepreneurial activities as an attempt to protect women’s incomes and security. Women in the study adopted one of three entrepreneurial strategies: they (re)committed to the tourism industry, working on developing their own skills and business ideas; they diversified their business interests to have a ‘Plan B’ in addition to tourism to safeguard against future crises; or they moved away from tourism altogether, focusing instead on other less volatile sectors. The crisis caused by the pandemic exposed tourism as a risky business and a gamble for many women, who are considering leaving the sector. This represents a significant obstacle for the tourism industry’s recovery and sustainability and illustrates some of the limitations of tourism entrepreneurship for supporting and empowering women in the Global South. Priority policy areas for supporting women to remain within tourism are identified to help support women entrepreneurs and ensure their skills and enthusiasm contribute to rebuilding and reshaping the sector.