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Socially Responsible Marketing and the Visibility of African Americans in State Travel Guide Photographs: A Look at the

Socially Responsible Marketing and the Visibility of African Americans in State Travel Guide Photographs: A Look at the Carolinas. Derek H. Alderman Professor of Geography Research Fellow, Center for Sustainable Tourism East Carolina University & Michaelina Antahades

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Socially Responsible Marketing and the Visibility of African Americans in State Travel Guide Photographs: A Look at the

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  1. Socially Responsible Marketing and the Visibility of African Americans in State Travel Guide Photographs: A Look at the Carolinas Derek H. Alderman Professor of Geography Research Fellow, Center for Sustainable Tourism East Carolina University & Michaelina Antahades MS Student, Sustainable Tourism East Carolina University

  2. ECU Center for Sustainable Tourism Colleges MS in Sustainable Tourism Programs Supply Chain Management Hospitality Management Recreation & Leisure Studies Geography/Planning Economics Biology Political Science Atmospheric Sciences Biology Human Ecology Business Arts & Sciences Health& Human Performance www.mastersofsustainabletourism.org

  3. Sustainable Tourism Race Environmental Responsibility Social Responsibility Financial Responsibility

  4. RESET Initiative--NEW Race, Ethnicity, and Social Equity in Tourism (tourismreset.org) Enhancing the role of minorities in tourism Measuring and increasing minority travel Diversity in Employees and Entrepreneurs Socially Responsible Marketing Pressing “Reset Button” on inequalities in traditional tourism industry Sensitive to African American travelers and racialized history of travel in America

  5. 2002 African Americans in 2009: 11% of NC overnight visitors, 16% of NC daytrip visitors

  6. Purpose • Analyze the degree to which African Americans are present (or absent) in photographs published in the 2010 state travel guides of North Carolina and South Carolina • Visual Content Analysis • For each travel guide: • the number of total photographs • the number of people shown in photographs • the number of African Americans in photographs • frequency of African Americans in photographs of a natural outdoor setting

  7. Travel Guide: Face of State

  8. States Engage in Targeted Marketing

  9. Socially Responsible Marketing • Growing discussion of ethics of destination branding and use of visual images (Campelo, Aitken, and Gnoth 2011). • Travel marketing frames the identities of people and places and gives some social groups more power to be seen and heard than others (Morgan (2004) • Few studies have examined patterns of racial bias in the marketing of southern tourism destinations (but see Mellinger 1994) • Feelings of racial acceptance directly affect the tourism choices of African Americans (Philipp 1999. • Tourism as a vehicle for racial reconciliation and social justice as well as economic growth (Barton and Leonard 2010)

  10. Power of Photography • Tourism marketing photographs perpetuate iconic views of people and places that frame expectations of what and who one will find upon traveling (Jenkins 2003; Hunter 2008; Garrod 2009) • Travel spaces can be racially coded in ways that shape the sense of welcome perceived by African Americans (carter 2008). • Previous work noted the invisibility of African Americans in photographs used to advertise outdoor and nature-based leisure activities (Martin 2004) • How does the limited depiction of African Americans in outdoor settings affect not only participation rates but also the cross-racial resonance of environmental issues?

  11. Results

  12. Not All Bad News From 2010 North Carolina Travel Guide

  13. African Americans in Outdoors (North Carolina) (South Carolina)

  14. Integrated Carolina Beaches (North Carolina) (South Carolina)

  15. Long Term Plans Plan to extend study to all Southeastern states and do fuller comparison Outdoor theme is important Extend photographic analysis to include facial prominence and other visual characteristics (size of picture, social role depicted, etc.) Context of photo is important

  16. NC Welcome Center Brochures • Collected 275 brochures, July 2008 (I-95 North Welcome Center) • 182 (or 66%) of 275 brochures had no pictures of African Americans • Additional 20% of brochures had just one picture with African Americans • 46% of photos w/ African Americans found in just 18 brochures

  17. Of 160 brochures with people on front cover, only 9% showed African Americans

  18. Not Just a Matter Of Numbers

  19. Caution:Coding of Photograph

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