FEMVERTISING PRACTICES IN WELLNESS TOURISM: CASE OF RETREAT CENTERS IN THE UNITED STATES

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International Journal of Health Management and Tourism
Volume:7 Issue:3
FEMVERTISING PRACTICES IN WELLNESS TOURISM: CASE OF RETREAT CENTERS IN THE UNITED STATES

FEMVERTISING PRACTICES IN WELLNESS TOURISM: CASE OF RETREAT CENTERS IN THE UNITED STATES

Authors : Deepak CHHABRA, Carly DEWLAND

Pages : 265-287

View : 36 | Download : 9

Publication Date : 2022-11-20

Article Type : Research Paper

Abstract :Aim: This study scrutinizes femvertising practices in wellness tourism, in the context of equitable gender representations and neutralization of gender objectification. Methods: Goffman’s infantilization theory is employed. Results: The results chronicle a shift towards egalitarian gender profiling, based on the majority of the coding points. To date, limited studies have scrutinized the concept of femvertising in wellness tourism spaces. Conclusion: Altogether, this study advances the existing understanding of femvertising in the context of wellness spaces, reiterates prominent shift towards equitable representations of gender and reports analogy in the promotional content and vision of the wellness centers, irrespective of the nature of ownership.
Keywords : Wellness Spaces, Yoga Retreat Centers, Stereotyping, Femvertising, Gender And Lifestyle Entrepreneurs

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