4. Conclusion
the evolution of management discourse in tourism What are perceived as feminine management characteristics are seen as becoming much desired within tourism management. Many participants point to the positive characteristics of female managers, and indeed contemporary research findings from international literature also point towards an increasing preference for feminine managerial characteristics, such as compassion, communality and empathy. For example, it is observed that a positive characteristic of female tourism management style is the different way of taking decisions, as female managers mobilize the more social component of achieving consensus in order to take a decision. This positioning of the female managers' decision-making style favors the concept of power as control not over the group but with the group.
Our findings reflect recent trends as current theoretical progress in managerial discourse is also incorporating a normatively feminine management style that is characterized as “facilitative, indirect, collaborative” (Ladegaard, 2011, p. 16). Participants in this study effectively construct a third positioning for managerial activities, less tied to gender stereotypes. As one female participant says: “women are still creating a new leadership model - their own model - as the one they have now is inspired by masculine characteristics” (P25, female). Hence, a hybrid managerial style is emerging as we find that it is more common that the style of personal, relational and facilitative characteristics of female managers are combined with the male styles of being assertive, directive and commanding. Indeed, a male participant notes how managerial discourse is gradually becoming disassociated from masculinity. He says: “Our new President, a woman […], did not have to adopt a masculine leadership style to be respected by all” (P6, male).
