Gendered Constructions of Romania’s Tourist Destination Image

Abstract

In the context of a rich international literature on country branding, this paper brings new evidence for Romania. The paper explores a new approach in the analysis of Romania's destination image construction in regards with the gender representations communicated through tourism promotion campaigns. Given the frequent sexist representations of Southern and Eastern countries in Western tourism advertising, the paper analyses the reproduction of a similar sexist imagery for Romania, meant to fit the Western male tourists' expectations and confining the Romanian people and destinations into stereotyped gendered roles.

Geografia dezvoltării. Abordări centrate pe om

“…Analizând spoturile publicitare publicate în campaniile de promovare a turismului de către stat, Stoleriu (2016) constată că imaginea României pentru turiștii occidentali este una sexistă și stereotipică. Într-un capitol din cartea intitulată Gender Equality and the Media.…”