Abstract:
Women’s participation in rural tourism plays a vital role in strengthening local
economies, preserving cultural heritage, and evolving gender equality. In Sri Lanka,
female engagement in this sector remains constrained, particularly in rural settings.
This study examines the roles, lived experiences, and challenges faced by women
involved in rural tourism in the village of Heeloya, a community renowned for its
agro-tourism and cultural tourism initiatives. By using a qualitative
phenomenological approach, semi-structured interviews were conducted with a
purposively selected sample of 06 women and 02 men actively engaged in tourism related activities, 02 government officers, and 04 women and 02 men not involved in
rural tourism in Heeloya. Data were collected in June 2024 to capture contemporary
experiences and seasonal tourism trends. Findings reveal that women contribute
across multiple scopes, including tour guiding, providing homestays, preparing
traditional food and beverages, offering agricultural support for tourism experiences,
producing handicrafts, and participating in cultural performances. These roles have
enhanced household income, strengthened community cohesion, promoted cultural
continuity, and raised personal empowerment. The study also uncovers barriers such
as limited financial resources, gendered social norms, inadequate skills training,
insufficient infrastructural support, and a lack of family support. In several instances,
these constraints have resulted in women withdrawing from tourism-related work,
thereby diminishing both economic and socio-cultural gains. The study highlights the
importance of targeted skill development initiatives, gender-sensitive policies,
adequate funding, and community awareness initiatives in creating an enabling
environment for women’s sustained participation in rural tourism. By addressing
these challenges, rural tourism in Heeloya can serve as a model for inclusive and
sustainable development, driving economic vitality, preserving cultural identity, and
promoting gender equity.
