WOMEN ENTREPRENEURSHIP IN TOURISM: THE CASE OF THE BUFFALO CITY METROPOLITAN MUNICIPALITY IN THE EASTERN CAPE PROVINCE, SOUTH AFRICA

The number of women in entrepreneurial areas is increasing around the world as the world strives for a more gender-equal society. Despite the fact that numerous countries have legislation allowing women to start and run their own enterprises, women still encounter gender-specific obstacles on their entrepreneurial journey. According to research, the tourist business is predominantly controlled by women, owing to the presence of vocations associated with femininity, particularly in the hospitality sector. Despite this, women are primarily employed by male-owned and managed tourism businesses, and there is still a need to promote women-owned tourism businesses. The importance of women in the tourist entrepreneurial area in South Africa is examined in this article. The difficulties that women entrepreneurs encounter in the tourism business will be assessed. The researchers examine into the perks that society bestows on males from birth, as well as the consequences of socialisation on women who aspire to be business owners. The experiences of male and female tourism entrepreneurs are examined in order to determine whether the adage "It's a man's world" still holds true in the twenty-first century tourist boardroom.