Coping strategies for gender-based occupational challenges among female tour guides in Vietnam

Achieving gender equity is a critical yet often overlooked dimension of sustainable tourism. Gender-based occupational challenges remain a persistent issue in the tourism industry, where female tour guides face stereotypes, policy-related barriers, and workplace harassment. While previous studies have explored gender inequalities in tourism employment, limited research examines how female tour guides actively cope with these challenges. This study addresses this gap by analysing the coping strategies of female tour guides in Vietnam, considering individual, organizational, and sociocultural influences. Using qualitative methods, including in-depth interviews, the study finds that coping strategies range from normalization and avoidance among younger, less experienced guides to assertive communication and negotiation among seasoned professionals. Cultural norms further shape responses, with those from patriarchal regions more likely to adopt passive coping mechanisms. These findings highlight the need for industry-wide interventions to support female tour guides’ professional agency and workplace security.