Within the Indonesian context, tourism emerges as a sector possessing considerable potential for enhancing women’s welfare. Data from the Central Bureau of Statistics indicate that between August 2022 and February 2023, women constituted 59 percent of the workforce in Indonesia’s accommodation and food and beverage service sectors (BPS, 2023). In Bali, specifically, the tourism sector is recognized as a significant source of employment opportunities. According to Central Bureau of Statistics (2023), this sector accounts for 12 percent of the employment in Bali. However, it is noteworthy that in February 2023, women represented only 47 percent of the workforce in Bali’s accommodation and food and beverage service sectors.

At a more localized level, research conducted by Cukier et al. (1996) observed that in the village of Kedewatan, a higher number of local men were employed in hotels, while women predominantly engaged in entrepreneurial ventures such as food stalls, art, and souvenir shops. These entrepreneurial activities were seen as providing the necessary flexibility for married women with childcare responsibilities. The decision-making of Balinese women, with respect to their careers in tourism, is significantly influenced by their prioritization of marriage, family, and religious commitments. A strong identification with the profound impact of religion and ethnicity on both the personal and professional lives of the Balinese community was observed (Tajeddini et al., 2017). Strong social, religious, and ethnic networks are often instrumental in providing essential financial and moral support to women embarking on entrepreneurial endeavors.

In Balinese society, women are expected to contribute financially, albeit as secondary earners, while primarily fulfilling their roles as wives, mothers, and homemakers. This societal expectation has led many Balinese women to venture into small-scale, informal hospitality businesses. Such enterprises offer a viable means of balancing work and family obligations, making them particularly appealing to women, especially after marriage and the onset of familial responsibilities. The interviews conducted with Balinese women revealed several key insights into their roles within the tourism sector. Initially, there was a palpable reluctance towards the involvement of women in this industry, a sentiment shared both by the women and the Jurnal Kepariwisataan Indonesia 17 (2) (2023) 334-345 340 broader local community. This apprehension can be ascribed to the emerging status of the tourism sector at the time. However, as the industry evolved, marked by the proliferation of educational institutions dedicated to tourism and a growing demand for skilled labor in hospitality venues such as hotels and restaurants, perceptions began to shift. This transformation not only opened new professional pathways for women but also engendered a progressive change in societal perspectives regarding their participation in the tourism sector. In her own words, one of our informants remarks, ‘Tourism didn’t just bring visitors to Bali; it brought a wave of change that we, as women, had to either surf or be swept away by’. Behind every souvenir, every graciously offered cup of Balinese coffee, there lies a heartbeat, a dream, a struggle. These are the untold legacies of Bali’s daughters, mothers, and sisters woven into the fabric of its thriving tourism industry.

The participation of women in Bali’s tourism industry can be seen as a microcosm of broader socio-economic shifts. The initial hesitance towards women’s involvement reflects traditional gender roles and cultural norms, which have historically influenced women’s participation in the workforce. The gradual acceptance and encouragement of women in tourism align with global trends advocating for gender equality and the economic empowerment of women. This shift not only symbolizes a break from conventional roles but also highlights the dynamic nature of cultural practices and societal attitudes in response to economic opportunities and educational advancements.

The positive impact of women’s involvement in tourism in Bali underscores the sector’s role as a catalyst for social change, providing women with opportunities for financial independence, skill development, and greater societal recognition. The second notable insight pertains to the local community’s perception of Balinese women occupying prominent roles within the tourism industry. There has been a discernible shift towards a more favorable societal view of women in significant positions within this sector. This change in attitude acknowledges not only the contributions of these women to the tourism industry but also their integral role in supporting their families (Krisnadi & Maharani, 2021). This evolution in perspective is critical in comprehending the dynamic role of women in Balinese society. In the context of Balinese women’s self-perception regarding their careers, the informant underscored the significance of how these women perceive themselves in harmonizing their professional and domestic roles. There exists a nuanced pride in engaging in meaningful careers, which is delicately balanced with the adherence to traditional domestic roles.

This equilibrium entails sustaining respect and authority within their professional domain while concurrently fulfilling their duties as homemakers. These women face multifaceted challenges and obstacles, influenced by familial, social, and cultural factors, which may either hinder or shape their career trajectories. A primary challenge lies in the complex balancing act between professional commitments in the tourism sector, often demanding considerable time and energy, and their traditional roles as homemakers, caregivers, and supportive partners. This dual responsibility demands proficient time management and prioritization skills, leading to a challenging interplay of roles that can be both physically and emotionally demanding. Jurnal Kepariwisataan Indonesia 17 (2) (2023) 334-345 341 Moreover, these women are navigating an environment characterized by changing societal attitudes and expectations.

The initial skepticism about women’s participation in tourism, a sentiment echoed both by the community and the women themselves, has gradually shifted to a more positive outlook. Nevertheless, overcoming lingering biases and stereotypes, particularly for women in leadership roles, remains a formidable challenge. Crucial to their success is the support from their families, especially spouses, and in-laws, where a lack of endorsement can be a significant obstacle (Wardhani & Susilowati, 2021). Furthermore, the responsibility to engage in community roles and local social activities, while enriching, adds an additional layer of commitment. The informant elaborated on the cultural barriers facing Balinese women, stemming from a societal view that still regards women as secondary citizens. “Barriers for Balinese women, in my opinion, are related to the Balinese culture where women are still considered second-class citizens.

This is partly due to unwritten customary laws where a woman, once she is married and starts a family, loses any rights in her parents’ home (her original home).” This is partly due to unwritten customary laws where, upon marriage and starting a family, a woman loses rights in her parental home and is considered to have transitioned fully to her husband’s family.

“I am considered to have migrated and belong entirely to my husband’s family, even though the emotional connection and obligation to care for my own parents cannot be completely severed.” There persists a traditional mindset that views women as overstepping men when they assume leadership roles or engage in decision-making, where men may invoke rules that devalue women’s opinions and deny them a decisive role in dynamic processes. “Often, women bear even greater responsibilities. So, in my view, there is still a traditional mindset that considers women as overstepping men when they take on leadership roles or make decisions, whereas men justify this through rules that state a woman’s opinion is not valued. She cannot be a decisive factor in any dynamic process.” Indeed, in daily life and even in the modern era, like in the tourism industry, gender equality has been realized to a greater extent, valuing someone for their achievements. Another challenge for women is that they are also vulnerable to sexual harassment, both psychological and physical. The interview also delved into the manner, in which Balinese women adeptly navigate their dual responsibilities in domestic and public realms. In the domestic sphere, they fulfill roles as wives and mothers, while in the public sphere, they function as professionals, notably in the tourism sector. These women are charged with the meticulous allocation of their time and energy between domestic duties—catering to their husbands, nurturing, and educating their children, and adhering to social responsibilities—and their professional pursuits in the public domain, such as careers in tourism.

Mastering these Jurnal Kepariwisataan Indonesia 17 (2) (2023) 334-345 342 multifaceted responsibilities is not only a source of pride but also a testament to their capability to excel in both domestic and public settings. The career trajectories of Balinese women are diverse and individual-specific. While some express profound satisfaction and pride in their careers, others engage in their chosen professions due to a lack of alternatives, or because these careers fall within their zones of comfort. Nonetheless, most Balinese women find fulfillment in their careers, as these roles provide them with avenues for creativity, social interaction, and the development of independence and self-confidence. Navigating the role of Balinese women, who often juggle careers in the tourism industry characterized by irregular working hours, with their familial and communal responsibilities, requires a delicate balance. This balance involves prioritizing tasks and responsibilities, focusing on more pressing matters while deferring less critical activities. Furthermore, it is imperative for these women to allocate time for personal well-being, or ‘Me Time’, which is crucial for maintaining their physical and mental health.

This strategy not only enables them to manage their professional and domestic responsibilities effectively but also empowers them to thrive in both these spheres, reflecting a harmonious blend of traditional roles and modern professional aspirations. Consistent with Zhang and Zhang (2020) assertion, this study acknowledges the cultural determinants of gender roles in Asia. However, it also highlights a critical oversimplification in their generalization of gender inequality across the continent. The empirical evidence from Bali, as presented in this article, demonstrates the resilience of women in overcoming workplace inequality, despite the additional effort required. This resilience is a notable deviation from the overgeneralized narrative of passive acceptance of inequality. Furthermore, this study extends Tajeddini et al. (2017) research on the influence of communication and family support in aiding Balinese women’s career success in the tourism sector. By showcasing the active agency of Balinese women in navigating their professional lives, this research contributes a nuanced perspective to the existing literature on gender roles in Asia’s tourism industry. CONCLUSION In the context of Bali, the involvement of women in the tourism industry is pivotal for its advancement. The voices of the women in this study echo a sense of contentment and resilience, their career paths intertwining harmoniously with the complex sociocultural fabric of Balinese society. Their narratives suggest that the further inclusion of Balinese women in the tourism sector is not just beneficial – it’s a catalyst for growth and innovation. Achieving this requires the development of a supportive ecosystem encompassing family support, which plays a vital role in offering moral, spiritual, and financial backing to women. Such support is multifaceted, including accommodating the women’s professional schedules, active participation of husbands in childcare and household responsibilities, and mutual understanding within the family unit. In the heart of Bali’s communities, effective communication acts as a lifeline, maintaining a delicate equilibrium between professional aspirations and familial duties. In Bali, societal expectations place significant emphasis on women’s participation in Jurnal Kepariwisataan Indonesia 17 (2) (2023) 334-345 343 community activities (‘menyama braya’) and active involvement in local governance structures like the ‘banjar’ (community council). This multifaceted existence requires a ballet of time management and adaptability, as Balinese women gracefully pivot between their roles in the tourism industry and their indispensable positions within the community.

In the intricate mosaic of Asian feminism, with its rich hues and diverse textures, the empowerment of women in industries like tourism takes on a multi-dimensional significance. Asian feminism, in this case, Bali, with its unique blend of advocating for gender equality within the framework of cultural and traditional norms, highlights the importance of contextualizing women’s empowerment initiatives. The evolving role of Balinese women in the tourism sector, particularly in light of the increasing trend of solo female travel, highlights the need for comprehensive recommendations to inform policy and management strategies. Such strategies should aim to empower these women and simultaneously drive the broader development of the industry. The inclusion of perspectives from solo female travelers, who must negotiate the demands of exploration with safety concerns, adds a layer of complexity to these strategies. This situation is akin to a skilled artisan discerning the intricate patterns, colors, and textures of their textile. A deep, multi-dimensional understanding of Bali’s cultural, social, and economic landscape is crucial. This understanding should be thoughtfully integrated with the broader context of the Asian region, which is being progressively shaped by the unique perspectives and contributions of solo female travelers, thus enhancing the overall tourism experience. Firstly, skill development and education are critical areas for policy intervention. Policies should be tailored to provide women with comprehensive access to education and training, equipping them for a range of roles within the tourism sector.

This includes not only technical skills pertinent to tourism but also leadership and management training. Such educational initiatives would empower women with the necessary competencies to excel in their careers and assume leadership roles, thereby contributing to the industry’s growth and dynamism (Pickel-Chevalier & Yanthy, 2023). Secondly, workplace flexibility is essential in managing policies. Recognizing the dual roles of women as professionals and caregivers, management practices in the tourism sector should incorporate flexible working arrangements. This could manifest in varied forms such as adaptable working hours, the possibility of remote work, and supportive measures for family-related absences. Implementing such policies would facilitate a worklife balance for women, enabling them to fulfill their domestic responsibilities without compromising their professional commitments. Lastly, community engagement and support are imperative. Policies should aim to strengthen community support systems, fostering an environment that not only acknowledges but actively facilitates women’s roles in both professional and domestic spheres. This involves engaging community leaders and members in dialogues and initiatives that support women’s career growth and societal roles. Such community-driven approaches are particularly relevant in the Balinese context, where social and cultural norms play a significant role in shaping gender roles and expectations.

One notable limitation of this study is its reliance on a relatively small and specific sample size, as it focuses only on two Balinese women actively involved in the tourism Jurnal Kepariwisataan Indonesia 17 (2) (2023) 334-345 344 industry. This constraint may limit the generalizability of the findings to the broader population of women in Bali or in similar socio-cultural contexts. Additionally, the phenomenological approach, while providing deep insights into individual experiences, may not capture the full spectrum of perspectives and experiences of Balinese women in tourism. The study’s qualitative nature also precludes the derivation of broadly applicable conclusions, making it challenging to establish widespread trends or patterns. Future research could benefit from a larger and more diverse sample, possibly incorporating quantitative methods to complement and broaden the understanding of women’s roles in Bali’s tourism sector.