Gender Equity and Social Marketing: An Analysis of Tourism Advertisements

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.     

“Where fantasy becomes reality”: how tourism forces made Brazil a sexual playground

This paper examines the political economy of tourism representations and destination imaging in Brazil and its effect on tourism impacts in the country. The central argument is that the way Brazil and its women are represented in tourist images has an important effect on how they are consumed. By investigating the representation of Brazil and its women during colonial times by Europeans, by the Brazilian Government and by the contemporary Western media, this study explores how these representations have made Brazil a sexual playground for tourists. The study contributes to the tourism literature by concluding that Brazil's image is not a direct outcome of tourism representations alone; rather its destination image is strongly connected with complex historical, political and cultural processes.     

Residents' Perceived Impacts of Gaming Development in Macau: Social Representation Perspectives

The purpose of the research was to provide a better understanding of local residents' perceived impacts of gaming tourism based on social representations theory. An empirical investigation was conducted in Macau, where gaming tourism is under explosive development. Through a survey of 396 local residents, two social representation groups were identified: “Ambivalents” and “Rationalists”. The two social representation groups presented significantly different perceptions and attitudes toward the impacts of gaming tourism in Macau. The three most significant factors that influenced residents' representations were personal income, perceptions of gaming tourism being able to increase personal/family income, and satisfaction with government performance in managing gaming tourism development. The research provides theoretical implications for future gaming impact studies and also practical ones for local governments and stakeholders in the tourism industry in Macau and other gaming destinations.     

Segregation of women in tourism employment in the APEC region

Women represent a majority of the tourism workforce globally, yet they remain under-represented in management roles and over-represented in part-time/casual work and low paid jobs. Prior research suggests women in employment, generally, and in tourism employment, specifically, experience gender discrimination, labour market and workplace segregation, work/family conflict, and other barriers to their employment and career progression. This paper presents results from an international survey of women's employment in the tourism sector, and analyses 363 responses representing the views of employers, employees, government officials, non-government organization representatives and academics across a range of tourism industries in 21 APEC member economies. The results reveal continued segregation of women across the economies, but also highlight national cultural barriers and intersectionality which affect women's employment and progression in tourism employment. Human resource management strategies, policy interventions, and implications to reduce gender segregation, increase representation in management, and provide equal employment opportunities are presented.     

Disability,social inclusion and the marketing of tourist attractions

The participation of persons with a disability (PWDs) in tourism has received growing academic interest in recent years. This paper contributes to a reflection on how accessible tourism relates to the sustainable development paradigm. To investigate this relationship, it goes beyond the question of PWDs’ access to tourism services, and adopts an inclusiveness perspective. Inclusion is examined in terms of legislation, marketing and imagery, and representations of PWDs as consumers embedded within social units – and families in particular. These dimensions are explored empirically in a study of visitor attractions in Cornwall (England) based on a quantitative and qualitative content analysis of brochures and websites. The study shows that the marketing materials of Cornish visitor attractions mainly focus on access, and the imagery used largely projects quasi invisibility or provides ambiguous messages. Communication with PWDs rarely addresses the family unit, making the family tourism experience intangible in the pre-trip phase. These results point at weaker implementation of inclusiveness, which corroborates previous findings of watered down definitions of rights to tourism under neo-liberal ideologies and economic crises. The paper discusses implications for social inclusion and highlights avenues for future research.     

International Business Tourism: Destination Dublin or Destination Ireland?

Abstract

The Republic of Ireland has been running the same basic brand proposition in its various marketing campaigns for some decades (Morgan, Pritchard and Pride, 2002). However, it is unclear whether the destination brand construct that has served Ireland's general tourism market so well can apply equally when attracting business tourism to Dublin, the nation's capital city. This research primarily applies repertory grid analysis and on-line focus groups to understand the brand of Dublin, the capital of Ireland, and explores the way the marketing of a national capital city for business tourism both influences, and is influenced by, the marketing of the nation itself.     

Operating small tourism firms in rural destinations: A social representations approach to examining how small tourism firms cope with non-tourism induced changes

This study explores the representation that owners and managers of small tourism firms ascribe to their rural destination and how non-tourism induced changes interfere with this representation and motivate coping as guided by social representations theory. Semi-structured interviews were conducted with twenty-four owners and/or managers of at least one small accommodation property in Gloucester, New South Wales, Australia. The informants became involved in the area's accommodation sector primarily driven by the lifestyle goals embedded in their representation of Gloucester. The perception that mining-induced changes might transform Gloucester into a mining town as opposed to its current representation as a town with a mine has motivated many informants to cope. However, coping is impeded by feelings of powerlessness, perceived uncertainties, and distrust in both government and industry. The findings provide preliminary insight into why and how small tourism firm owners/managers cope when faced with change from the perspective of social representations.     

A postcolonial feminist analysis of official tourism representations of Sri Lanka on Instagram

Although postcolonial analyses examining the sexualized imagery of women in tourism have been conducted, previous studies have predominantly focused on gender and (post)colonialism from a patriarchal perspective. By doing so, other (neo)colonial power asymmetries, such as race, class and ethnicity, have often been neglected. This paper mobilises postcolonial feminist theory to expand the existing analyses and discourses concerning gendered representations in tourism. Through a narrative analysis of the images published in the official Instagram page of Sri Lanka's Ministry of Tourism, we contend that the images produced and circulated to promote Sri Lanka in many instances echo essentialist gendered binaries (e.g. men/women; coloniser/colonised; hegemonic/subordinated). However, as the images tend to produce and reiterate Sri Lankan national identity through a hegemonic Sinhalese Buddhist discourse, they also show the intersections between gender and other asymmetries of power (e.g. race, ethnicity, religion, and social class) – in reproducing (post)colonial gendered identities.     

Homelessness in destinations: Tourists' visit intention

Although the presence of homelessness can challenge a destination's existing representations and undermine tourists' visit intention, its impacts have not received much scholarly attention in the tourism literature. Recognizing this research gap, this study examines the impact of homelessness on tourists' visit intention in Hawaii. In particular, findings reveal that tourists' preceding prosocial behavior and moral emotion affect their intention to visit a destination experiencing homelessness issues. This study also finds a gender difference regarding the effect of preceding prosocial behavior on moral emotion. It contributes to the literature by expanding the discussion of this important social phenomenon in a tourism context. Findings also suggest that destinations could promote socially responsible and sustainable practices to mitigate the effects of homelessness.     

Exploring Marketing Strategies for Culinary Tourism in Hong Kong and Singapore

This study focused on Hong Kong and Singapore and sought to explore culinary tourism development and marketing strategies and contents. The study also analyzed the framework of marketing strategies for developing culinary tourism from a resource-based theory perspective. The methodology primarily involved in-depth interviews with strategy planners on tourism boards and content analysis of academic documents and official publications on tourism as means for exploring marketing strategies for culinary tourism in Hong Kong and Singapore. The results showed that, although Hong Kong and Singapore do not have abundant natural resources to develop more diverse tourism experiences, they do have a diversified dietary and cultural background, and with a combination of tourism and creativity they could develop culinary tourism that is innovative, diverse and likely to attract attention. The public and private sectors could form strategic alliances to enhance the attractiveness of tourism through different marketing strategies and thereby present an image of the destination's culinary culture.     

Exploring user acceptance of 3D virtual worlds in travel and tourism marketing

The virtual world of Second Life provides opportunities for companies in communicating marketing messages to targeted markets and capturing the attention of potential customers. Second Life has also been used by the travel and tourism industry as a collaborative and commercial tool for communicating with travelers in marketing tourism destinations (e.g. Tourism Ireland) as well as business management (e.g. Starwood Hotels; Crowne Plaza; STA travel agents). However, few studies have applied formal theory to understand the significance of virtual worlds to tourism destination marketing. The purpose of our study was to develop a research framework identifying the factors that affect tourists' experience and behavioral intentions within a 3D tourism destination by examining the applicability of the Technology Acceptance Model and Hedonic Theory. From a theoretical point of view, this study provides a research framework to capture the entertainment nature of virtual worlds and to reflect the concept that people in these worlds are technology users as well as potential consumers; it does so by extending the Technology Acceptance Model to incorporate the hedonic elements of enjoyment, emotional involvement, positive emotions, and flow experience for understanding the use of 3D virtual worlds within the context of travel and tourism. For destination managers, this study could help in designing engaging and interactive 3D tourism destination sites that contribute to an increase in people's interests in visiting the tourism destination in the future.     

A content analysis of travel agency web‐sites in Korea

The Internet has become a dominant issue in today's tourism environment. This paper is to provide large travel agencies in Korea with a better understanding of their Web‐based competitive environment. A content analysis of the top 60 travel agencies Web‐sites in Korea suggests that many travel agencies do not develop their own Web‐sites and although travel agencies are using the Web, they have not, as yet, fully utilized capabilities of Web‐sites. This study also suggests some implications for successful cyber tourism marketing, including the establishment of a Web‐site, on‐line selling, customer supports, and cyber marketing mix strategy on the Web. Limitations and further research issues are also suggested.     

Effects of Gender Differences on Perceptions of Destination Attributes,Motivations, and Travel Values: An Examination of a Nature-Based Resort Destination

This study examines the perceptions of the potential tourist market to a nature-based resort destination from the gendered perspective. The research reveals that significant gender differences exist about the perceived importance of destination attributes and travel values when potential nature tourists consider destination choices. After controlling for demographic and travel behaviour variables, such as age, marital status, education, household income, preference of price quote and length of stay, most gender differences remain significant. In addition, more significant distinctions between men and women are demonstrated after controlling for age and income level. The study provides insights into gendered perceptions of nature-based tourism settings. Specific marketing implications are discussed in an attempt to successfully attract nature tourists and provide a high-quality nature destination experience.     

The influence of artistically recreated nature on the image of tourist destinations: Lanzarote's art,cultural and tourism visitor centres and their links to sustainable tourism marketing

Can distinctive natural assets in tourist destinations be artistically recreated and used to improve destination image and attract more visitors? This paper analyses the formation of the tourist image based on artistically recreated local nature icons, and shows how those images can enhance the overall destination image. It focuses on the island of Lanzarote, a destination with its development based on promoting an environmental image founded on the creation of a network of multifunctional, high-quality art, culture and tourism centres exhibiting artistic recreation of its unique environmental assets. The methodology utilizes a questionnaire (n = 453) structural equations modelling approach in which the overall image of the destination is directly dependent on the image of the environmental conditions and indirectly influenced by the image of the artistically recreated centres. Results show that the destination's image is significantly grounded on the image of the art, culture and tourism centres using art based on Lanzarote's natural assets. They suggest that destinations have relevant opportunities to artistically enhance natural assets to improve their tourist image and marketing, that quality multi-functional visitor centres can be important within a sustainable tourism policy, and part of the emerging breadth of approaches taken by sustainable tourism marketing.     

Escaping the Jungle

ABSTRACT

One of the most challenging, but also most interesting, features of tourism and hospitality as an area of study is that there is considerable variability in the backgrounds and training of those who are involved in its management. In some commercial sectors there is a lengthy tradition of the use of marketing as an integral component of management practice, while in public management organisations, marketing concepts are either unknown or mistrusted. This lack of application of marketing is particularly apparent in the management of tourism to protected areas such as National and State Parks and forests. An ongoing challenge in this sector is to conduct research into visitors and how they choose and enjoy their nature based leisure experiences. This article will report on a project to improve the study and management of visitors to the Wet Tropics World Heritage Area in the North Eastern part of Australia. The study involved a travel lifestyle market segmentation of over 1200 visitors to the area based on travel interests, activities and desired rainforest based tourism experiences. The analysis identified four core types of rainforest visitor and these groups were compared and contrasted in terms of their service quality ratings and overall satisfaction. The article concludes with links to the management frameworks for this tourism destination and the value of different segmentation techniques     

Rukai indigenous tourism: Representations,cultural identity and Q method

In tourism, cultural representations of indigenous destinations are problematic. They are essential to the promotion of tourism, making destinations understandable and desirable to visitors. But they are also blamed for upsetting the cultural equilibrium of smaller destinations. However, in practice, the origin, mechanism and effects of touristic representations are not easy to identify. In this study, the problem of representations and resident cultural identity in indigenous tourism is explored. In consideration of the generative nature of representations and the contingency of subjectivities toward them, this study is context-specific, focusing on a small but significant community in southern Taiwan where indigenous tourism is a dominant industry and social issue. Q method, a technique designed for the systematic study of subjectivity in terms of opinions, beliefs, and attitudes is employed, eliciting responses from a P set (sample) of 30 participants. Subjectivities were elicited using photographs of one cultural representation, the indigenous Rukai standing stones. It was found that representations must be learned but can be ignored, and that in this community tourism is not the only socio-economic power that drives the feedback loop between representations and subjectivity. For tourism management, implications are that representations can be highly effective tools for destination promotion when informed by the diverse and highly individualized subjectivities of its residents and the production of quality local products.     

Policy evaluation in leisure services — The Northern Ireland case

This paper discusses the socio-cultural processes that shape homosexual leisure space, specifically examining the experiences of lesbians. In doing so, it seeks to contribute to the emergent body of tourism research focusing on gendered and sexualized leisure. Its primary contribution to gender tourism research, however, is to provide further support for the conceptualization of leisure processes and spaces as both heterosexist and androcentric. The paper thus begins by briefly discussing the socio-cultural construction of gay space and the powerful dynamics that underpin its emotional geography. It then briefly discusses the study's methodological approach before presenting and discussing the findings of the research conducted with lesbians in Manchester's gay village - one of the UK's first and most successful gay and lesbian quarters. The paper reveals how sexuality and gender combine to constrain women's consumption of public leisure space and suggests that, whilst homosexual spaces have emotional and psychological importance as empowering places in a heterosexual world, in the case of the Manchester gay village, this homosexual space does not empower lesbians because of the homo-patriarchic power dialectics characterizing its socio-cultural construction. The women interviewed in the study do have territorial ambitions in the village - their own space is important to them, it confirms their place in the village and it supports the development of social networks for lesbians in a hostile, hetero-patriarchic world. Yet, it emerges that lesbian space is an exceptionally difficult homosexual space to claim since the more powerful and more established gay male community in that area does not particularly welcome women.     

Gender and sustainable tourism: reflections on theory and practice

Despite the rich and diverse tradition of research on the gender dimensions of tourism, such studies have had little impact on transforming unequal gendered power relations in the sector itself. In this paper, we are concerned with why this is the case and what steps might be taken to redress this situation. The paper argues that the challenges inherent in gender mainstreaming processes within public policies worldwide are replicated and – to some extent – exacerbated in the tourism sector. We contend that, despite its substantive insight into the sector, the impact of such literature has been minimal. We further suggest that this is, in part, due to the sustainable tourism paradigm's resistance to incorporating gender equality and gender analysis as core principles. In order to develop these arguments, we reflect on our experiences as specialist consultants in gender and sustainable tourism, drawing out some of the key tensions of integrating gender into sustainable tourism projects. In conclusion, we argue that there is substantive work to be done for gender to be integrated into the theory and practice of sustainable tourism, offering recommendations as to how this process might be improved.     

Corporate social marketing in tourism: to sleep or not to sleep with the enemy?

ABSTRACT

Social marketing is regarded as an effective consumer-oriented approach to promoting behavioural change and improved well-being for individuals, communities and society. However, its potential for tourism, especially sustainable tourism, remains under-researched. This article examines the utilisation of social marketing by tourism businesses. A search strategy identified 14 behavioural change programmes that involved tourism businesses. Half of these programmes label themselves social marketing; the others tend to be part of corporate social responsibility efforts, using a form of corporate social marketing (CSM). Most programmes seek to encourage pro-environmental behaviours in tourists, tourism businesses and other stakeholders including suppliers. Although tourism businesses can develop social marketing programmes alone, typically they collaborate with public and non-profit agencies as partners and sponsors. The strength of the tie between the promoted behaviour and the sale of a company's product varies considerably. It is suggested that social marketing can make significant contributions to environmentally sustainable tourism. However, this research also suggests that social marketing is not a substitute for, but rather an essential complement to, technological and regulatory approaches to climate change. Changing behaviour is a long process: without a long-term commitment from private sector companies, CSM programmes will fail to achieve behavioural change goals.