El turismo como espejo sociocultural: estereoripos y representaciones de género
Abstract
Over the years, tourism has undergone numerous transformations, but gender stereotypes have remained entrenched, influencing the perception and experience of tourists in global destinations. These representations, evident in advertising and marketing since the early days of tourism, not only reflect cultural norms, but also perpetuate them. Women, often portrayed as submissive or as objects of desire, contrast with male representations of adventure and dominance. These stereotypes, in addition to reinforcing inequalities, can have real consequences in terms of safety and well-being. However, there is growing recognition of the need to address these stereotypes in the tourism industry, and thus the paper highlights the importance of promoting more inclusive and equitable tourism, and suggests that by actively addressing these stereotypes, the industry can move towards a future where tourism benefits and respects all tourism participants. Ultimately, this study highlights the imperative need to recognize and combat gender stereotypes in tourism to ensure a more inclusive, equitable and sustainable industry.
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