Machismo-Marianismo and the Involvement of Women in a Community-Based Tourism Project in Ecuador, South America

The purpose of this research was to examine the effects of machismo-marianismo gender ideology on a tourism planning dialogue within a community-based tourism planning project. Using community-based research methodology, three focus groups were conducted in a rural Ecuadorian community. Findings indicate that gender ideology influences the planning discourse in various ways, which affect if and how women are involved in the tourism industry. This study provides evidence for why tourism planning frameworks need to be critical of existing power structures such as gender ideology. Recommendations include the application of gender-aware development frameworks and gender impact assessments throughout the planning process.