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Journal of Travel Research
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Gender, Framing, and Travelogues

Steve Pan

School of Hotel and Tourism Management, Hong Kong Polytechnic University, Kowloon

Chris Ryan

Department of Tourism and Hospitality Management, University of Waikato Management School, Hamilton, New Zealand

This article analyzes gender differences in visiting media reporting of a tourism destination. Based on the concept of frame analysis, a method commonly used in media studies, it combines the analysis of texts and pictures from print media travel reports and assigned rankings to different frames (themes) identified for further statistical analysis. Using an independent-samples t-test and multidimensional scaling, it was found that female journalists pick up subtler and less salient frames more frequently than their male counterparts. However, significant differences were only found in three themes: "cuisine," "adventure activities," and "urban vibrancy." On the other hand, reports by male journalists were more congruent with ranking of themes promoted by national tourism organizations than was the case among their female counterparts. In general, for soft news such as travelogues, gender differences were found in the less salient themes. Managerial implications, suggestions for future research, and limitations are provided and discussed.

Key Words: gender difference • frame analysis • multidimensional scaling • travelogue • New Zealand

Journal of Travel Research, Vol. 45, No. 4, 464-474 (2007)
DOI: 10.1177/0047287506295910
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