Empowering women in sustainable tourism development: Unleashing motivation and competence in Mandalika’s super priority destination

Abstract

The hierarchy of human needs is composed of five levels, ranging from basic
physiological demands to needs related to self-actualization. In Mandalika
as well as other parts of the world, women are becoming more and more influential
in the tourism sector. Still, not much research has been done to determine what
characteristics affect women’s motivation and ability in this field.This study
employs a mixed-method approach to gain a comprehensive understanding of
women’s motivation and competence in the tourism sector in the Mandalika
Special Economic Zone (SEZ), a super priority destination. The findings reveal that
women’s motivation and competence can be categorized into four main areas:
self-actualization, family support, economic drive, and employment opportunities.
Family support, income from tourism, and inclusive job opportunities are critical
factors influencing their work motivation. Women in this sector exhibit high
satisfaction in contributing through their skills and knowledge, with educational
background and foreign language proficiency being significant factors.
This study provides a strong foundation for designing appropriate training
programs to enhance women’s contributions to sustainable tourism in Mandalika.
The implementation of the study’s findings will provide a solid basis for
increasing women’s sustainable contributions to the tourism sector in Mandalika.