Femvertising Practices in Wellness Tourism: Case of Retreat Centers in the United States

Abstract

This study scrutinizes femvertising practices in wellness tourism, in the context of equitable gender representations and neutralizing gender objectification. Goffman’s infantilization theory is employed. The results chronicle a shift towards egalitarian gender profiling, based on the majority of the coding points. To date, limited studies have scrutinized the concept of femvertising in wellness tourism spaces. Altogether, this study advances the existing understanding of femvertising in the context of wellness spaces, reiterates prominent shift towards equitable representations of gender and reports analogy in the promotional content and vision of the wellness centers, irrespective of the nature of the ownership.