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Gender Equity and Social Marketing: An Analysis of Tourism Advertisements

ABSTRACT 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.