Document Type
Article
Publication Date
2025
Publication Title
International Journal of Contemporary Hospitality Management
Volume
37
Issue
3
First Page
918
Last Page
938
ISSN
1757-1049
DOI
doi.org/10.1108/IJCHM-04-2024-0594
Keywords
Gender enactment, Gender composition, Intent to trust, Organizational attractiveness, Management teams, Gendered leadership
Abstract
Purpose: The stereotypical assumptions of what it means to be hegemonically masculine and to be a leader are aligned in current society, potentially creating role incongruity for anyone who does not fit into this definition. The purpose of this study is to investigate whether masculine and feminine leadership traits of men and women hospitality managers affect employees’ intention to trust leaders and organizational attractiveness.
Design/Methods/Approach: Explanatory mixed methods were employed. First, two experiments (study 1 = woman manager, n = 137; study 2 = man manager, n = 117) were conducted with current hospitality employees to test the interaction of masculine versus feminine enactment and the leadership gender composition (3%, 23%, or 53% women) on organizational attractiveness and intent to trust the leader. Results did not align with the theories; therefore, three focus groups were held with 13 current hospitality employees.
Findings: Results indicate a shift toward the preference for communal (feminine) characteristics in hospitality leadership with a balance of masculine traits.
Research Implications: The influence of managers’ gender-related behaviors on trust and organizational attractiveness goes beyond their physical gender traits, indicating that gender plays a more crucial role than previously understood.
Originality/value: By employing role congruity theory and hegemonic masculinity, this study offers a nuanced understanding of masculine and feminine gender enactment and broadens leadership theory by including the perspectives of non-hegemonic men and assertive women.
Rights
CC BY-NC 4.0
Recommended Citation
Russen, Michelle; Dawson, Mary; and Legendre, Tiffany, "The role of masculine and feminine gender enactment in hospitality leadership" (2025). Marketing Faculty Publications. 7.
https://scholarworks.lib.csusb.edu/mktg-publications/7
