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Developing A Scale To Measure Destination Gender, Tingting Zhang

Rosen Research Review

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.