Gender Images in State Tourism Brochures: An Overlooked Area in Socially Responsible Tourism Marketing

The purpose of this article is to examine photographs (pictorial displays) presented in state tourism promotional materials for gender depictions within Goffman’s framework. Specifically, the study investigated latent (i.e., facial expressions, gestures) and manifested (i.e., roles, activities) characteristics delineating relationships between men and women and the roles and meanings associated with these depictions. The results suggest that women are depicted in “traditional stereotypical” poses (i.e., subordinate, submissive, dependent) disproportionately more often than men. These findings suggest that tourism advertisers and destination promoters need to be aware of both the subtle and more blatant visual cues that depict the relationship between men and women in tourism advertisements.