Gender research in hospitality and tourism management: time to change the guard

Purpose The purpose of this paper is to explain the problem with how gender is positioned in hospitality and tourism management studies. It recommends critical theories to investigate how gender is researched in the sector's academic and institutional systems. Design/methodology/approach The conceptual study explains contemporary gender theories and gives examples of relevant hospitality and tourism management studies. A four point critical agenda for researching gender is proposed and justified. Findings The study highlights how the focus on "female leadership" as different from the male norm and the use of traditional theoretical framings reinforce stereotypes about the primacy of women's domestic commitments to their detriment. Social implications The use of contemporary approaches in gender studies will enable researchers to propose more targeted equality and diversity management actions for industry. They will also assist educators to better design curricula that protect and promote the interests of women studying a hospitality, tourism or events degree and those who identify as gender diverse. Originality/value The paper challenges the masculine status quo in hospitality and tourism management gender studies, arguing that adherence to traditional orthodoxies has stifled the development of critical paradigms and methodologies. Its key contribution is to reveal the advantages that critical gender theorising can bring to further the aim of gender equality by showing practical applications.