Selma Berrada

Document Type

Digital Slide Show Presentation

Publication Date



Objectives: This study analyzes the impact of the female body used for tourism marketing purposes on social norms, roles, and expectations. It also examines the importance of research in this field to shift marketing approaches contributing to gender stratification. This paper aims to research women’s body language, portrayal, beauty, and environment in tourism marketing imagery and their effect on gender inequalities. Then, the study introduces the social responsibility of media to promote inclusivity and diversity through their advertising methods. Moreover, this article considers the correlation between arousing emotions through displaying female bodies as advertising methods and consumer decision-making. This research is essential since it covers crucial topics shaping our world. Understanding their impacts on destinations’ populations and females, in general, is imperative to aspire to future societal improvements. Methods: This study uses an interpretivism approach to evaluate participants’ lived experiences through exploratory research that focuses on an inductive approach. This research used a phenomenology strategy and was conducted through a cross-sectional method. Data was collected through interviews, secondary data, and observational techniques. Data was collected through these methods to induct a theory and answer research questions. Interviews were unstructured and investigated participants’ lived experience and their feelings about this study. Results: Results are still pending. Conclusions: Many research studies specified the 1960s as the beginning of a new era, where visual marketing and gender stereotyping began. Most studies mentioned the lack of research regarding representation and gender stratification. Hence, it is clear that the emergence of marketing and advertising strengthened gender inequalities. Thus, research about tourism's inclusivity methods and social responsibilities will benefit the industry and worldwide societies. Also, it is essential to develop policies that incite representing diverse types of local women in tourism advertising rather than using fantasy female bodies as marketing baits.

Faculty Mentor

Tiffany Rhodes, PhD, CHE

Academic Discipline

MS - Global Tourism and Sustainable Economic Development



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