Gender equality in a Chinese rural tourism destination: perspectives of females and males

Gender equality is an important UN sustainable development goal. With tourism often encouraging and favoring female participation, relationships between tourism and gender equality have attracted much research attention. However, being dynamic and highly contextual, the multi-faceted complex of gender and tourism interactions are relevant to both males and females. Therefore, nuanced and contextual case studies incorporating perspectives of both genders is critically needed for gender research in tourism. Drawing from previous research, dimensions of gender equality are deconstructed into gender roles, perspectives, and relationships. Yudong Village, Zhejiang Province, China, was selected as the study site. Field investigations were used, primarily involving semi-structured interviews with multiple actors. Females and males were interviewed to acquire and compare their involvements in and perspectives on tourism and its influences on gender issues. Positive tourism influences on three dimensions of gender equality were acknowledged by both genders. Relationships among changes in gender perceptions, roles and relationships were examined. Agreements and differences between genders and across generations are discussed. Such changes rippled from family circles to rural communities through tourism enhanced social networks and business relationships. This research contributes to a gender balanced understanding of tourism impacts on gender equality. Practical implications are discussed.