Dispelling gendered myths in tourism promotional materials: An upstream social marketing perspective

Deepak Chhabra, Erin Johnston

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

This study performs an important task of revisiting gender representations over time in tourism advertisements by destination marketing organizations in the US (after 5 years), using a geographic strata approach. Subtle evidence with regard to manipulation of visual imagery is noted in ritualized images of women, although equitable profiling is also reported in several gender display categories. This study suggests an "upstream" social marketing agenda to minimize stereotype representations.

Original languageEnglish (US)
Pages (from-to)775-780
Number of pages6
JournalTourism Analysis
Volume19
Issue number6
DOIs
StatePublished - Jan 1 2014

Keywords

  • Gender equity
  • Gender representations
  • Upstream social marketing
  • Visual imageries

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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