Female stereotype and occupational stigma

Abstract

This study examines the issues of occupational stigma female employees face in the tourism industry, with a specific focus on Chinese female flight attendants. Through semi-structured interviews with 25 female participants, it reveals how gender stereotypes contribute to and sustain this stigma, distorting femininity and physical attractiveness through negative labeling, loss of status, and occupational discrimination. Consequently, this leads to an intersection of moral and social stigmas. Additionally, the study highlights the patriarchal norms and organizational practices in perpetuating these stereotypes. It enhances our comprehension of gender-related occupational stigma in the tourism industry. Furthermore, it advocates for the implementation of organizational initiatives that challenge gender stereotypes, thus fostering a more inclusive and equitable working environment for female employees.