Dispelling Gendered Myths in Tourism Promotional Materials: An Upstream Social Marketing Perspective

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.