Textual and Visual Analysis of Gender Stereotypes in English Tourism and Hospitality Advertisements: A Pilot Study

ABSTRACT:This pilot study investigates the construction of gender stereotypes in English-language tourism and hospitality advertisements through a multimodal lens, integrating Critical Discourse Analysis (CDA), Multimodal Discourse Analysis (MDA), and Gender Studies. Employing a qualitative methodology, the study analyzes five selected advertisements from the UK, focusing on both visual and textual representations of gender. Findings reveal a persistent pattern of traditional gender stereotyping: women are frequently depicted as passive, emotional, and aesthetically oriented, while men are portrayed as active, goal-driven, and professionally competent. However, emerging counter-stereotypes were also identified, particularly in corporate contexts promoting inclusivity. These multimodal constructions of gender not only reflect but also reinforce sociocultural norms and expectations, influencing consumer perceptions and brand identity. The study highlights the need for more equitable and inclusive marketing strategies within the tourism and hospitality sectors. Limitations related to sample size, scope, and methodology are discussed, alongside suggestions for future research involving broader and more intersectional analyses.