EQUAL OPPORTUNITY

Exploring Resident Attitudes toward Women

Owned and Operated Tourism Businesses: The Case of Ayampe, Ecuador.

Exploring Resident Attitudes toward Women

Owned and Operated Tourism Businesses: The Case of Ayampe, Ecuador.

Introduction

The following study presents two articles written to explore the scope of resident attitudes toward the impacts of tourism, the conceptual frameworks, and associated theories that provide the foundation of resident attitude studies. Particular emphasis is placed on research regarding sociocultural impacts, and more specifically, the impact of tourism on changing social roles and the role of women. The first article of this study presents a detailed examination of existing literature related to the above topics and makes suggestions for future research. The second article presents findings from research conducted during the summer of 2010.

The goal of this research was to explore resident attitudes toward women-owned and operated tourism businesses in an emerging destination. In line with the research goal, three research questions were developed. A measurement scale was created using a combination of appropriate items modified from previous resident attitude studies and new items derived from literature on women's role in tourism development. Using non-parametric tests of group differences, little variation in attitudes existed among demographic groups and residents' opinions of the costs and benefits had a minor influence on attitudes.

The purpose of this paper is to present a review of current literature regarding resident attitudes toward tourism, and the influence tourism has on changing social roles within families and communities paying particular attention to the role of women as producers of tourism products and services. This literature review is followed by a number of suggestions for future research related to each of these topics. The subjects and themes that were uncovered by exploring these research areas suggested that social exchange theory was an appropriate framework to aid in the understanding of resident attitudes toward the impact of tourism on changing social roles and women's participation in tourism. The following review and related suggestions for future research is connected to the premise that tourism is a far-reaching, global industry bringing both positive and negative impacts to the communities that host it.

Literature Review

Social Exchange Theory Historical Foundations

Social exchange is a theory of social science that seeks to explain interactions between individuals and groups. The theory is defined as the exchange of activity, tangible or intangible and more or less rewarding or costly, between at least two persons”. Social exchange theory (SET) suggests that when engaged in an exchange interaction, people seek to minimize the costs and maximize the benefits associated with this interaction. Costs, in this situation are viewed as alternative choices or lost opportunities. In other words, exchange is a trade-off, and human beings will try to ensure that the value of what they receive is greater than or equal to the value of what they lose. Sociologist George C. Homans (1958) proposed SET as a way to make sense of social science research, the results of the research, and to explain interactions between ...