How does the tourism industry promote gender inequalities and stereotyping through the body image used on the internet?

Abstract

Gender inequalities are issues of great concern within modern society which are also evident in the tourism industry. Women are considered the looked at of the two sexes and are often put under pressure to conform to the ideal body image as expected from society. Since marketing is of utmost importance for the success of organisations, the images used for the marketing and promotion of various tourism products and services on the internet may have a significant impact on people's perspectives with regards to gender inequalities and body image. The aim of this study is to identify how tourism related organisations which operate in Malta and Gozo reinforce gender ideologies and stereotypes through the body image they use to promote their services or products on the internet. A content analysis of both the corporate websites and of the social media 'Facebook' belonging to a number of local organisations is used to identify the common physical features which women and men portrayed on these images possess and how these increase the gender differences in terms of body image. It is evident that even though a lot of measures have been taken in the past to increase equality between males and females, in terms of the expected body image women are still oppressed and objectified. Through the promotion of tourism ii organisations on the internet, gender ideologies in terms of the ideal body image exist and lead to further entrench gender inequalities. Tourism organisations which operate in Malta and Gozo must become more aware of the negative impacts that these images may have on society and aim to reduce the use of such images which promote gender inequalities.