Gender and Sub-Sector Differences in Motivation in Starting up Small-scale Enterprises in the Tourism Industry of Sri Lanka

This study explores gender and sub-sector differences in motivation in starting up small-scale enterprises in the tourism industry of Sri Lanka. The researcher collected data from small-scale tourism entrepreneurs in the Hikkaduwa Urban Council (HUC) of Galle District, Sri Lanka. The researcher employed a mixed approach using a semi-structured questionnaire (195 women and 195 men entrepreneurs), key informant interviews (25), non-participant observations, and in-depth interviews (24). Three major sectors, namely accommodation, food and beverage, and tourism-affiliated retail services, were selected for this study. Secondary information was primarily collected from the literature on gender studies and relevant documents of small-scale enterprises. The stratified and purposive sampling methods were employed, and the data were analyzed quantitatively and qualitatively. There are significant differences found between men and women in terms of sub-sector differences in motivation in starting up small-scale enterprises in the tourism industry of Sri Lanka. The main motive for many women to participate in entrepreneurial activities was earning income. A sector difference was noted here, and women entrepreneurs’ involvement in household income is higher than that of male entrepreneurs. Without other primary income sources, the main motivating factor in the food and beverages and tourism-affiliated services sub-sectors is the income factor. However, most women entrepreneurs in the accommodation sub-sector were motivated to engage in small-scale businesses due to being in the tourism zone, though percentage-wise, their proportion is less than men