Nuanced Gender Perceptions and Tourism Business Capabilities in Kwazulu-Natal, South Africa: The Role of Marketing Capability in Business Performance

Abstract

Tourism is one of the fastest growing industries, which offers possibilities for business development and expansion. Many entrepreneurs have concentrated on tourism as a lucrative sector that can generate revenue for any nation. According to earlier studies, the number of women entrepreneurs is increasing, however, many of them struggle to maintain their businesses compared to their male counterparts. With a focus on marketing capabilities and managerial capabilities, this study aims to investigate gender nuances in the performance of tourism-related enterprises in KwaZulu-Natal's Durban Central Business District. This study used questionnaire survey, a quantitative research method to collect data from 150 tourism-related business owners and managers in Durban Central Business District, KwaZulu-Natal using purposive sampling method. The participants were those who have specific knowledge in tourism-related business operations (managers and owners) and are willing to participate. Data was analysed using IBM’s SPSS version 25 software. Descriptive (frequency, mean), bivariate (Spearman’s Rank Correlation (two-tailed) test, Pearson’s Chi-Square test, Mann-Whitney U test) and multivariate (Reliability test using Cronbach’s Alpha) data analyses were applied in this study. There are no significant differences in the responses of male and female participants in this study with respect to "managerial and operational capabilities," "marketing capability," and "general entrepreneurial statements." This study did not make a conclusive finding that gender plays a strong role in differentiating business success or performance. However, marketing capability is the main factor that influence the business performance or success level. Based on this study results, authors recommend that entrepreneurial training and mentorship programmes should emphasise that formal education, marketing capability and other factors (but not gender) support business success.