Deciphering the role of perceived discrimination, perceived islamophobia and religiosity in affecting Muslim women’s intention of working in the tourism and hospitality (T&H) industry

Abstract

Purpose

India's Muslim women (MW) face significant underrepresentation within the government and commercial sectors, rendering them virtually invisible in the job market. This underrepresentation is compounded by the double stigma of being both Muslim and female. As a result, this study aims to address this critical issue by looking into MW's intention to work in the industry of tourism and hospitality (T&H).

Design/methodology/approach

A survey was conducted online to gather data and 404 of the responses met the requirements for selection. The research model was empirically assessed by applying structural equation modelling. The data collection phase spanned from August 11, 2023, to November 10, 2023.

Findings

The study's findings demonstrate the effectiveness of the extended theory of planned behaviour in providing a robust model for analysing MW's intentions to participate in the T&H industry.

Research limitations/implications

This research discloses inclusive policies, reduces discrimination, empowers women in the workforce, improves educational opportunities, promotes cultural sensitivity and fosters inclusive leadership in the T&H industry, focusing on MW career intentions, to achieve Sustainable Development Goal 5 (gender equality).

Originality/value

The importance of this study is contingent upon its ability to inform policymakers in academia and the T&H sector. By recognising and addressing the barriers faced by MW, it has the potential to foster a workplace environment that promotes equality and eliminates discrimination, ultimately improving the image of the T&H industry and harnessing the untapped potential of these women in India.

Citation

Siddiqui, S., , Nafees, S. and Hamid, S. (2024), "Deciphering the role of perceived discrimination, perceived islamophobia and religiosity in affecting Muslim women’s intention of working in the tourism and hospitality (T&H) industry", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-12-2023-0414