Gender equity and social marketing: An analysis of tourism advertisements

Deepak Chhabra, Kathleen Andereck, Keiko Yamanoi, Dan Plunkett

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

This study applies a social marketing approach to study the gender equity issue in tourism advertising. Using a geographic strata approach, vacation guides of destination marketing organizations from all the states in the United States are examined to investigate gender image representations. A total of 394 pictures are visually analyzed and coded using Goffman's framework on gender and media relations.Mixed results in terms of both blatant and subtle visual cues depicting relationships between men and women are reported. Thereafter, important implications for social marketing are drawn and a means-end quality-of-life framework is suggested.

Original languageEnglish (US)
Pages (from-to)111-128
Number of pages18
JournalJournal of Travel and Tourism Marketing
Volume28
Issue number2
DOIs
StatePublished - Feb 2011

Fingerprint

equity
marketing
gender
tourism
visual cue
quality of life
analysis
advertisement
Tourism
Social marketing
Gender equity
Destination marketing
Marketing organization
Media relations
Equity issues
Gender relations
Vacation
Goffman
Quality of life
woman

Keywords

  • Advertising
  • Destination marketing organizations
  • Gender equity
  • Social marketing

ASJC Scopus subject areas

  • Marketing
  • Tourism, Leisure and Hospitality Management

Cite this

Gender equity and social marketing : An analysis of tourism advertisements. / Chhabra, Deepak; Andereck, Kathleen; Yamanoi, Keiko; Plunkett, Dan.

In: Journal of Travel and Tourism Marketing, Vol. 28, No. 2, 02.2011, p. 111-128.

Research output: Contribution to journalArticle

@article{5b432abed2a54cc9b097647f36fc0714,
title = "Gender equity and social marketing: An analysis of tourism advertisements",
abstract = "This study applies a social marketing approach to study the gender equity issue in tourism advertising. Using a geographic strata approach, vacation guides of destination marketing organizations from all the states in the United States are examined to investigate gender image representations. A total of 394 pictures are visually analyzed and coded using Goffman's framework on gender and media relations.Mixed results in terms of both blatant and subtle visual cues depicting relationships between men and women are reported. Thereafter, important implications for social marketing are drawn and a means-end quality-of-life framework is suggested.",
keywords = "Advertising, Destination marketing organizations, Gender equity, Social marketing",
author = "Deepak Chhabra and Kathleen Andereck and Keiko Yamanoi and Dan Plunkett",
year = "2011",
month = "2",
doi = "10.1080/10548408.2011.545739",
language = "English (US)",
volume = "28",
pages = "111--128",
journal = "Journal of Travel and Tourism Marketing",
issn = "1054-8408",
publisher = "Routledge",
number = "2",

}

TY - JOUR

T1 - Gender equity and social marketing

T2 - An analysis of tourism advertisements

AU - Chhabra, Deepak

AU - Andereck, Kathleen

AU - Yamanoi, Keiko

AU - Plunkett, Dan

PY - 2011/2

Y1 - 2011/2

N2 - This study applies a social marketing approach to study the gender equity issue in tourism advertising. Using a geographic strata approach, vacation guides of destination marketing organizations from all the states in the United States are examined to investigate gender image representations. A total of 394 pictures are visually analyzed and coded using Goffman's framework on gender and media relations.Mixed results in terms of both blatant and subtle visual cues depicting relationships between men and women are reported. Thereafter, important implications for social marketing are drawn and a means-end quality-of-life framework is suggested.

AB - This study applies a social marketing approach to study the gender equity issue in tourism advertising. Using a geographic strata approach, vacation guides of destination marketing organizations from all the states in the United States are examined to investigate gender image representations. A total of 394 pictures are visually analyzed and coded using Goffman's framework on gender and media relations.Mixed results in terms of both blatant and subtle visual cues depicting relationships between men and women are reported. Thereafter, important implications for social marketing are drawn and a means-end quality-of-life framework is suggested.

KW - Advertising

KW - Destination marketing organizations

KW - Gender equity

KW - Social marketing

UR - http://www.scopus.com/inward/record.url?scp=79952470737&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=79952470737&partnerID=8YFLogxK

U2 - 10.1080/10548408.2011.545739

DO - 10.1080/10548408.2011.545739

M3 - Article

AN - SCOPUS:79952470737

VL - 28

SP - 111

EP - 128

JO - Journal of Travel and Tourism Marketing

JF - Journal of Travel and Tourism Marketing

SN - 1054-8408

IS - 2

ER -