Whether they depict the rugged landscape of the American West or the seductive charm of a South Asian beach, photographs and their accompanying text are powerful drivers of tourism demand. But what lies behind our response to such tourism tropes? Rosen College researchers have produced a new study which reappraises destination marketing through a gender-based lens. Led by Dr. Tingting Zhang, the study has developed and validated a cross-cultural scale to determine ‘destination gender’, or whether a location should be thought of as having masculine or feminine gender traits and appeal.

Original Article

Pan, L, Lu,L, Zhang, T, (2021). Destination gender: scale development and cross-cultural validation. Tourism Management, Volume 83 doi.org/10.1016/j.tourman.2020.104225