Representations of gendered stereotypes in promotional materials related to Adventure Tourism Brochures.
Author: Chloe Roberts
2 Commentries
This paper focuses on representations within the Adventure tourism industry, specifically looking at gender and how this is characterised within the industries operating brochures. In order to do this, images on the covers and within 4 popular brochures will be analysed, against Goffman’s visibility framework.
Key words: Brochures; Gender representations; Equality; Adventure tourism
The aim of this study is to explore gender representation and identify if there is a bias approach in promotional imagery, towards a particular gender, specifically within adventure tourism. However, whilst the work focuses on gender, there is a recognition of absence relating to age and disability. Though the topic of gender has been chosen as there is general consensus within society, that Adventure tourism is linked more closely to the male gender. This paper aims to underpin whether this idea is justified. Particularly, the paper further explores whether Adventure tourism operators could be lacking inclusion for certain types of customers when advertising images for their products (Lee, Fernandez, and Martin 2002). This topic has also been overlooked in tourism research more specifically towards the Adventure tourism sector. Although some efforts have been made by authors who have researched the representatives in promotional material specific to gender such as; Goffman (1979), Pritchard and Morgan (2000) and Pritchard (2001). Though it seems there is a lack of academic research post 2001, in comparison to the aforementioned authors.
The Adventure tourism market has been emerging amongst travellers over the past decade due to more individuals wanting to participate in physical and exciting activities (Lötter, Geldenhuys and Potgieter, 2014). Thus, travellers’ motivations to participate are diverse since different activities provide different level of risk. However, the term ‘adventurous’ is stereotypically associated with masculinity (Pitchard, 2001). This is further found within Adventure tourism’s promotional material in which male dominant imagery is more common than female. Alternatively, females in brochures are further found to be represented in a more domestic surrounding (Pritchard & Morgan, 2000). Thus, this reflects the reasons behind women being underrepresented within Adventure tourism brochures. Though this is important since brochures within the tourism industry along with all other marketing material, be inclined to use gendered attributes to ensure they are promoting towards the right target market (Pitchard, 2001). It has also been said that brochures shape the ways in which tourists behave. Further to this, the media constantly produce and re-produce stereotypical images of people which influences people’s behaviour and their perceptions of the world. Over many years, gender equality has been exposed throughout society in which has caused major discussions and debates. Though, these gendered inequalities are still being portrayed within marketing materials in current society.
The methodology used within this paper, included an adaption of Goffman’s visibility framework in which the front cover and first image on the first page was analysed from 4 Adventure Tourism brochures. These included; Intrepid Travel, G Adventures, Explore and Adventure Tours. This method was used as the images on these pages, arguably provide the ‘first impression’ to the consumer when researching Adventure Tourism.
The findings within this study demonstrated how females are underrepresented within the brochures. The results showed that 70% of the analysed images were male focused leaving only 30% of the images being female. Though there was a noticeable dominance in gender representatives, the use of ethnic minorities within the images was well presented with over half of the images representing differing race. However, it cannot go unnoticed that there was a clear absence of any person who had a visible disability or elderly. Therefore, these brochures that are marketed by Adventure tourism operators could be consciously impacting consumers choice in purchasing this type of holiday, since the imagery is not relaying diversity or gender equality.
Since researching this topic, it is apparent that there are still problems amongst Adventure tourism marketing materials in relation to gender representations. This study has shown how women are less dominant within the imagery that is presented. Also, evidence within the brochures shows there was a lack of diversity in regard to representing elderly and disabled people. Thus, the recommendations presented within this report could further support the developments of future marketing materials being used for the Adventure tourism sector.
References:
Lee, C., Fernandez, N. and Martin, B. (2002) Using self-referencing to explain the effectiveness of ethnic minority models in advertising. International Journal of Advertising, 21, 367-379. Available from https://www-tandfonline-com.proxy.library.lincoln.ac.uk/doi/pdf/10.1080/02650487.2002.11104937?needAccess=true (accessed 2 May 2020).
Morgan, N. and Pritchard, A. (2017) Gender, Advertising and Ethics: Marketing Cuba. Tourism Planning and Development, 1, 1-18. Available from https://www-tandfonline-com.proxy.library.lincoln.ac.uk/doi/pdf/10.1080/21568316.2017.1403372?needAccess=true (accessed 30 April 2020).
Pritchard, A. (2001) Tourism and representation: A scale for measuring gendered portrayals. Leisure studies, 20(2), pp.79-94. Available from https://www-tandfonline-com.proxy.library.lincoln.ac.uk/doi/pdf/10.1080/02614360110068651?needAccess=true (accessed 24 April 2020).
Key words: Brochures; Gender representations; Equality; Adventure tourism
The aim of this study is to explore gender representation and identify if there is a bias approach in promotional imagery, towards a particular gender, specifically within adventure tourism. However, whilst the work focuses on gender, there is a recognition of absence relating to age and disability. Though the topic of gender has been chosen as there is general consensus within society, that Adventure tourism is linked more closely to the male gender. This paper aims to underpin whether this idea is justified. Particularly, the paper further explores whether Adventure tourism operators could be lacking inclusion for certain types of customers when advertising images for their products (Lee, Fernandez, and Martin 2002). This topic has also been overlooked in tourism research more specifically towards the Adventure tourism sector. Although some efforts have been made by authors who have researched the representatives in promotional material specific to gender such as; Goffman (1979), Pritchard and Morgan (2000) and Pritchard (2001). Though it seems there is a lack of academic research post 2001, in comparison to the aforementioned authors.
The Adventure tourism market has been emerging amongst travellers over the past decade due to more individuals wanting to participate in physical and exciting activities (Lötter, Geldenhuys and Potgieter, 2014). Thus, travellers’ motivations to participate are diverse since different activities provide different level of risk. However, the term ‘adventurous’ is stereotypically associated with masculinity (Pitchard, 2001). This is further found within Adventure tourism’s promotional material in which male dominant imagery is more common than female. Alternatively, females in brochures are further found to be represented in a more domestic surrounding (Pritchard & Morgan, 2000). Thus, this reflects the reasons behind women being underrepresented within Adventure tourism brochures. Though this is important since brochures within the tourism industry along with all other marketing material, be inclined to use gendered attributes to ensure they are promoting towards the right target market (Pitchard, 2001). It has also been said that brochures shape the ways in which tourists behave. Further to this, the media constantly produce and re-produce stereotypical images of people which influences people’s behaviour and their perceptions of the world. Over many years, gender equality has been exposed throughout society in which has caused major discussions and debates. Though, these gendered inequalities are still being portrayed within marketing materials in current society.
The methodology used within this paper, included an adaption of Goffman’s visibility framework in which the front cover and first image on the first page was analysed from 4 Adventure Tourism brochures. These included; Intrepid Travel, G Adventures, Explore and Adventure Tours. This method was used as the images on these pages, arguably provide the ‘first impression’ to the consumer when researching Adventure Tourism.
The findings within this study demonstrated how females are underrepresented within the brochures. The results showed that 70% of the analysed images were male focused leaving only 30% of the images being female. Though there was a noticeable dominance in gender representatives, the use of ethnic minorities within the images was well presented with over half of the images representing differing race. However, it cannot go unnoticed that there was a clear absence of any person who had a visible disability or elderly. Therefore, these brochures that are marketed by Adventure tourism operators could be consciously impacting consumers choice in purchasing this type of holiday, since the imagery is not relaying diversity or gender equality.
Since researching this topic, it is apparent that there are still problems amongst Adventure tourism marketing materials in relation to gender representations. This study has shown how women are less dominant within the imagery that is presented. Also, evidence within the brochures shows there was a lack of diversity in regard to representing elderly and disabled people. Thus, the recommendations presented within this report could further support the developments of future marketing materials being used for the Adventure tourism sector.
References:
Lee, C., Fernandez, N. and Martin, B. (2002) Using self-referencing to explain the effectiveness of ethnic minority models in advertising. International Journal of Advertising, 21, 367-379. Available from https://www-tandfonline-com.proxy.library.lincoln.ac.uk/doi/pdf/10.1080/02650487.2002.11104937?needAccess=true (accessed 2 May 2020).
Morgan, N. and Pritchard, A. (2017) Gender, Advertising and Ethics: Marketing Cuba. Tourism Planning and Development, 1, 1-18. Available from https://www-tandfonline-com.proxy.library.lincoln.ac.uk/doi/pdf/10.1080/21568316.2017.1403372?needAccess=true (accessed 30 April 2020).
Pritchard, A. (2001) Tourism and representation: A scale for measuring gendered portrayals. Leisure studies, 20(2), pp.79-94. Available from https://www-tandfonline-com.proxy.library.lincoln.ac.uk/doi/pdf/10.1080/02614360110068651?needAccess=true (accessed 24 April 2020).