OPENING THE ROAD TO TOURISM: FRAMING MEDIA TO INFLUENCE TRAVEL PARTICIPATION AMONG MINORITIES

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1 OPENING THE ROAD TO TOURISM: FRAMING MEDIA TO INFLUENCE TRAVEL PARTICIPATION AMONG MINORITIES Ariel Hartman, Research Assistant East Carolina University Paige Viren, PhD East Carolina University And Derek Alderman, PhD University of Tennessee

2 INTRODUCTION Minorities are an important growing market in recreation and tourism, yet they are not properly represented. Travel promotions often cater to the white majority while completely ignoring minorities and presenting them as almost invisible. Tourism providers have the power to determine who participates in travel.

3 BROCHURES Despite the rapid emergence of travel information technology, the brochure remains a popular and frequently used information source for tourists (Andereck, 2005). Tourism marketing is dependent upon photographs because they attract visitors and frame expectations of what and whom people will see when travelling (Hunter, 2008). These images are not just about displaying products and attractions; they also include representations of social groups and societies (Pritchard & Morgan, 2000).

4 MINORITY REPRESENTATION IN TOURISM BROCHURES It has been found that past tourism promotions often cater to a white male gaze while ignoring the experiences of minorities. When minorities are shown in tourism brochures and advertisements they are often shown as entertainers or locals, and in some cases they are even shown as racial stereotypes (Buzinde et al. 2006; Burton & Klemm 2011). This invalidates the experiences of minorities and neglects their importance as travelers (Alderman & Modlin, 2013).

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7 MINORITIES AND TRAVEL African Americans are one of the fastest growing segments of the tourism industry and have been shown to be more likely to travel to the American south (Travel Industry Association of America 2003). Yet, they have historically lacked proper representation in southern tourism promotions. Mellinger (1994) studied photographic postcards from the American south and found that they did not even attempt to capture the complexity of African Americans lives, and instead only attempted to engage the white travelers fantasies of the south.

8 MINORITIES AND TRAVEL IN NORTH CAROLINA African Americans make up almost 22% of the population in North Carolina, yet previous research of North Carolina travel brochures found that African Americans made up only 8% of the analyzed photographs (Alderman & Modlin, 2013). These findings are extremely important because consumers use brochures to choose their travel destinations and obtain additional information about their selected vacation site (Burton & Klemm, 2011). If we continue to make African Americans invisible in southern tourism promotions, we are displaying the message that African Americans do not belong in the South.

9 RESEARCH QUESTIONS Has representation of African American s increased since Alderman and Modlin s (2013) study? Does the amount of representation have a relationship with the minority population in North Carolina?

10 METHOD The study examined the degree and manner in which minorities are represented in North Carolina tourism brochures. Local information sources were identified from the 2015 North Carolina Travel Guide (visitnc.com): List determined to be the most comprehensive resource since not all convention and visitor bureaus (CVBs) are members of the North Carolina Destination Marketing Association International (NCDMAI) Some smaller destinations simply use their chamber or municipality for tourism marketing.

11 METHODS In February 2015, print media/brochures were ordered from 30 of North Carolina s 100 counties based on documented visitor expenditure in 2013 (North Carolina Department of Commerce). The sample was stratified by total visitor expenditure for small, medium, and large categories. Larger destinations have more funding to produce brochures than smaller, more rural destinations, which can make a difference in content. Next, 10 counties for each category were randomly selected The stratified random sample method ensured that the sample contained the proper number of each visitor expenditure category.

12 METHODS Using content analysis, the brochures were analyzed and coded according to the images Number of photographs Number of photographs with people included Number of photographs with minorities included Gender Passive/Active Recreation

13 RESULTS Although 30 counties were selected, brochures were only received from 25 counties. Five counties in the low expenditure category did not have brochures available. 73% of the pictures included people. 21% of the pictures of people included minorities. Low: 46% of pictures included people 1% of those pictures included minorities Middle: 32% of pictures included people 12% of those pictures included minorities Top: 42% of the pictures included people 26% of those pictures included minorities

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17 NEXT STEPS Our preliminary findings suggest that minority representation in North Carolina travel brochures is still lacking. Our next steps are to: Refine the coding system Analyze state travel guides from the 50 U.S. states

18 DISCUSSION The counties with the lowest visitor expenditures had the least representation of minorities, yet these counties have a higher percentage of minorities living in the county. Looking at visitnc (North Carolina s Destination Marketing Organization) 2015 travel guide, it appeared to be more representative than most of the county brochures. How can information about minority representation educate the travel industry?