Skip to main content
SpringerLink
Log in

What is Old and What is New? Representations of Masculinity in Travel Brochures

  • Chapter
Men, Masculinities, Travel and Tourism

Part of the book series: Genders and Sexualities in the Social Sciences ((GSSS))

Abstract

One aim of this chapter is to understand how men and masculinities are portrayed in Italian travel brochures. A second aim is to understand if new and changing masculinities are an area of interest for the tourism industry. Previous research (Richter, 1995) demonstrates that, despite the diversity of the market, the portrayal of the industry-produced marketing materials, aimed at potential tourists, privileges the gaze of hegemonic masculinity over others. However, according to Pritchard and Morgan (2000), further analyses of gendered tourism marketing are needed: today, in many countries, gender identities and relationships are formed and maintained in an environment of greater choice of how people can live their lives than has been possible in past generations. Following Pritchard et al. (2007), research on tourism-based representation of gender needs to further explore the ways in which masculinities are recreated in the everyday practices of men. Research should aim to generate greater and more nuanced insights into men’s lives and the complexities of contemporary masculinities (Thurnell-Read, 2011).

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 54.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Anderson, E. (2009) Inclusive Masculinity: The Changing Nature of Masculinities. London: Routledge.

    Google Scholar 

  • Bauman, Z. (1992) Intimations of Postmodernity. London: Routledge.

    Google Scholar 

  • Beck, U. (1992) Risk Society: Towards a New Modernity. London: Sage Publications.

    Google Scholar 

  • Beck-Gernsheim, E. (2002) Reinventing the Family. In Search of New Lifestyles. Cambridge: Polity Press.

    Google Scholar 

  • Beck, U. and Grande, E. (2010) ‘Varieties of second modernity: The cosmopolitan turn in social and political theory and research’, British Journal of Sociology, 61(3): 409–43.

    Article  Google Scholar 

  • Benecke, T. (1997) Proving Manhood: Reflections on Men and Sexism. Berkeley: University of California Press.

    Google Scholar 

  • Black J. (1985) The British and the Grand Tour. London: Routledge.

    Google Scholar 

  • Byrne Swain, M. and Henshall Momsen, J. (2001) Gender/Tourism/Fun(?) New York: Cognizant Communication Corp.

    Google Scholar 

  • Caldas-Coulthard, C. R. (2005) ‘Rappresentazioni di genere nel discorso sul turismo. Il caso del Brasile [Gender Representations in the Discourse of Tourism: The Brazilian Case]’, in E. dell’Agnese and E. Ruspini (eds) Turismo al Maschile, Turismo al Femminile. L’esperienza del Viaggio, il Mercato del Lavoro, il Turismo Sessuale [Male Tourism, Female Tourism]. Padova: Cedam, pp. 211–30.

    Google Scholar 

  • Campbell, C. (2001) ‘Going underground and going after women: Masculinity and HIV transmission amongst black workers on the gold mines’, in R. Morrell (ed.) Changing Men in Southern Africa. Pietermaritzburg: University of Natal Press, pp. 275–86.

    Google Scholar 

  • Casey M. (2009) ‘Tourist gay(ze) or transnational sex: Australian gay men’s holiday desires’, Leisure Studies, 28(2): 157–72.

    Article  Google Scholar 

  • Cheek, P. (2003) Sexual Antipodes: Enlightenment, Globalization, and the Placing of Sex. Stanford: Stanford University Press.

    Google Scholar 

  • Cohen, M. (1996) Fashioning Masculinity: National Identity and Language in the Eighteenth Century. London: Routledge.

    Book  Google Scholar 

  • Cohen, M. (2001) ‘The Grand Tour. Language, national identity and masculinity’, Changing English: Studies in Culture and Education, 8(2): 129–41.

    Article  Google Scholar 

  • Connell, R.W. (1987) Gender and Power. Cambridge: Polity Press.

    Google Scholar 

  • Connell, R.W. (1995) Masculinities. London: Polity Press.

    Google Scholar 

  • Connell, R.W. and Messerschmidt, J. W. (2005) ‘Hegemonic masculinity: Rethinking the concept’, Gender and Society, 19(6): 829–59.

    Article  Google Scholar 

  • Dermott, E. (2008) Intimate Fatherhood: A Sociological Analysis. London: Routledge.

    Google Scholar 

  • Donaldson, M. (1993) ‘What is hegemonic masculinity?’, Theory and Society, 22(5): 643–57.

    Article  Google Scholar 

  • Doucet, A. (2006) Do Men Mother? Fathering, Care, and Domestic Responsibility. Toronto: University of Toronto Press.

    Google Scholar 

  • dell’Agnese, E. and Ruspini, E. (eds.) (2005) Turismo al Maschile, Turismo al Femminile. L’esperienza del Viaggio, il Mercato del Lavoro, il Turismo Sessuale [Male Tourism, Female Tourism]. Padova: Cedam.

    Google Scholar 

  • dell’Agnese, E. and Ruspini, E. (eds.) (2007) Mascolinità all’Italiana. Costruzioni, Narrazioni, Mutamenti (Italian Masculinities). Torino: Utet.

    Google Scholar 

  • Eisenstadt, S. N. (ed.) (2005) Multiple Modernities. New Brusnwick: Transaction Publishers.

    Google Scholar 

  • Featherstone, B. (2009) Contemporary Fathering: Theory, Policy and Practice. Bristol: The Policy Press.

    Google Scholar 

  • Gervasio, M. (2011) ‘La crisi apre il risiko del turismo [Risks and Crisis in Tourism]’. IlSole24Ore, n. 97, 10.4.2011: 19, Available at: http://www.tandfonline.com/doi/abs/10.1080/13586840120085685 and http://www.uri.edu/artsci/wms/hughes/demand_sex_trafficking.pdf.

    Google Scholar 

  • Ghigi, R. (2008) Per Piacere. Storia culturale della Chirurgia Estetica [The Cultural History of Aesthetic Surgery]. Bologna: Il Mulino.

    Google Scholar 

  • Giddens, A. (1991) Modernity and Self-identity. Self and Society in the Late Modern Age. Cambridge: Polity Press.

    Google Scholar 

  • Giddens, A. (1992) The Transformation of Intimacy: Sexuality, Love, and Eroticism in Modern Societies. Cambridge: Polity Press.

    Google Scholar 

  • Hantrais, L. (2004) Family Policy Matters: Responding to Family Change in Europe. Bristol: The Policy Press.

    Google Scholar 

  • Hearn, J. (1998) The Violences of Men. London: Sage.

    Google Scholar 

  • Hearn, J. (1999) ‘Educating men about violence against women’, Women’s Studies Quarterly, 27(1/2): 140–51.

    Google Scholar 

  • Hughes, D. M. (2004) Best Practices to Address the Demand Side of Sex Trafficking. Women’s Studies Program, Rhode Island: University of Rhode Island, Available at: http://g.virbcdn.com/_f/files/3d/FileItem-149914-BestPracticesAddressdemand.pdf.

    Google Scholar 

  • Hughes, H. L. (2002) ‘Gay men’s holiday destination choice: A case of risk and avoidance’, International Journal of Travel Research, 4(4): 299–312.

    Article  Google Scholar 

  • Hughes, H. L., Monterrubio, J. C. and Miller, A. (2010) ‘Gay tourists and host community attitudes’, International Journal of Tourism Research, 12(6): 774–86.

    Article  Google Scholar 

  • Janssens, A. (2002) Family and Social Change: The Household as a Process in an Industrializing Community. New York: Cambridge University Press.

    Google Scholar 

  • Jõe-Cannon, I. (2006) Primer on the Male Demand for Prostitution, North Amherst, US: The Coalition Against Trafficking in Women.

    Google Scholar 

  • Kimmel, M. S. (1995) The Politics of Manhood. Philadelphia: Temple University Press.

    Google Scholar 

  • Kimmel, M. S. (1996) Manhood in America. A Cultural History. New York: Free Press.

    Google Scholar 

  • Kimmel, M. S. and Levine, M. P. (1992) ‘Men and AIDS’, in M. S. Kimmel and M. Messner (eds) Men’s Lives. New York: Macmillan, pp. 318–29.

    Google Scholar 

  • Kimmel, M. S. and Aronson, A. (2010) The Gendered Society Reader, 4th ed. New York: Oxford University Press.

    Google Scholar 

  • Kinnaird, V. and Hall, D. (eds.) (1994) Tourism: A Gender Analysis. Chichester: Wiley.

    Google Scholar 

  • Lamanna, M. A. and Riedmann, A. (2009) Marriages & Families: Making Choices in a Diverse Society. Belmont: Thomson Wadsworth.

    Google Scholar 

  • Lyotard, J.-F. (1979) La Condition Postmoderne: Rapport Sur le Savoir, Paris: Minuit (English translation: The Postmodern Condition: A Report on Knowledge, Manchester: Manchester University Press, 1984).

    Google Scholar 

  • Månsson, S-A. (2004) ‘Men’s practices in prostitution and their implications for social work’, in S.-A. Månsson and C. Proveyer Cervantes (eds) Social Work in Cuba and Sweden: Achievements and Prospects. Göteborg University: Department of Social Work, pp. 267–79.

    Google Scholar 

  • Melián-González, A., Moreno-Gil, S. and Araña, J.E. (2011) ‘Gay tourism in a sun and beach destination’, Tourism Management, 32(5): 1027–37.

    Article  Google Scholar 

  • Miller, L. (2003) ‘Male beauty work in Japan’, in J. E. Robertson and N. Suzuki (eds) Men and Masculinities in Contemporary Japan: Dislocating the Salaryman Doxa. London, Routledge, pp. 37–58.

    Google Scholar 

  • Monto, M. and McRee, J. (2005) ‘A comparison of the male customers of female street prostitutes with national samples of men’, International Journal of Offender. Therapy and Comparative Criminology, 49(5): 505–29.

    Article  Google Scholar 

  • O’Connell Davidson, J. (2001) ‘The sex tourist, the expatriate, his ex-wife and her “other”: The politics of loss, difference and desire’, Sexualities, 4(1): 5–24.

    Article  Google Scholar 

  • Oinonen, E. (2008) Families in Converging Europe. A Comparison of Forms, Structures and Ideas. Basingstoke: Palgrave Macmillan.

    Book  Google Scholar 

  • Oppenheim Mason, J. and Jensen, A.-M. (eds) (1995). Gender and Family Change in Industrialized Countries. New York: Clarendon Press.

    Google Scholar 

  • Perra, S. and Ruspini, E. (eds) (2013) ‘Men who work in non-traditional occupations’, International Review of Sociology-Revue Internationale de Sociologie, 23(2): 265–70.

    Google Scholar 

  • Pleck, J. H. (1985) Working Wives/Working Husbands, Beverly Hills: Sage.

    Google Scholar 

  • Pritchard, A. and Morgan, N. J. (2000) ‘Privileging the male gaze. Gendered tourism landscapes’, Annals of Tourism Research, 27(4): 884–905.

    Article  Google Scholar 

  • Pritchard, A., Morgan, N.J., Sedgely, D. and Jenkins, A. (1998) ‘Reaching out to the gay tourist: Opportunities and threats in an emerging market segment’, Tourism Management, 19(3): 273–82.

    Article  Google Scholar 

  • Pritchard, A., Morgan, N.J., Ateljevic, I. and Harris, C. (eds) (2007) Tourism and Gender: Embodiment, Sensuality and Experience. Wallingford: CAB International.

    Google Scholar 

  • Rao, N. (1995) ‘Commoditisation and commercialisation of women in tourism: Symbols of victimhood’, Contours, 7(1): 30–2.

    Google Scholar 

  • Ricardo, C. and Barker, G. (2008) Men, Masculinities, Sexual Exploitation and Sexual Violence. A Literature Review and Call for Action, Available at: http://www.hapinternational.org/pool/files/ricardobarkermenmasculinitiessexualexploitation-sexualviolence.pdf.

    Google Scholar 

  • Richter, L. K. (1995) ‘Gender and race: Neglected variables in tourism research’, in R. Butler and D. Pearce (eds) Change in Tourism. People, Places, Processes. London: Routledge, pp. 71–91.

    Google Scholar 

  • Richter, L. K. (2005) ‘Perché studiare genere e turismo [Why Should We Study the Relationship Between Gender and Tourism]’, in E. dell’Agnese and E. Ruspini (eds) Turismo al Maschile, Turismo al Femminile. L’esperienza del Viaggio, il Mercato del Lavoro, il Turismo Sessuale [Male Tourism, Female Tourism]. Padova: Cedam, pp. 3–22.

    Google Scholar 

  • Ruspini, E. (2005) ‘Genere e relazioni di genere nel turismo [Gender and Gender Relations in Tourism]’, in E. dell’Agnese and E. Ruspini (eds), Turismo al Maschile, Turismo al Femminile. L’esperienza del Viaggio, il Mercato del Lavoro, il Turismo Sessuale [Male Tourism, Female Tourism]. Padova: Cedam, pp. 23–44.

    Google Scholar 

  • Ruspini, E. (2009) ‘Italian forms of masculinity between familism and social change’, Culture, Society & Masculinities, 1(2): 121–36.

    Article  Google Scholar 

  • Ruspini, E., Hearn, J., Pease, B. and Pringle, K. (eds) (2011). Men and Masculinities Around the World. Transforming Men’s Practices. Basingstoke: Palgrave Macmillan.

    Google Scholar 

  • Ruspini, E. (2013) Diversity in Family Life. Gender, Relationships and Social Change. Bristol: The Policy Press.

    Book  Google Scholar 

  • Rivers-Moore, M. (2012) ‘Almighty gringos: Masculinity and value in sex tourism’, Sexualities, 15(7): 850–70.

    Article  Google Scholar 

  • Russell, P. (2001) ‘The world gay travel market’, Travel and Tourism Analyst, 2: 37–58.

    Google Scholar 

  • Sönmez, S., Apostolopoulos, Y., Yu, C.H., Yang, S., Mattila, A. and Yu, L.C. (2006) ‘Binge drinking and casual sex on spring-break’, Annals of Tourism Research, 33(4): 895–917.

    Article  Google Scholar 

  • Taylor-Gooby, P. (2005) ‘Pervasive uncertainty in second modernity: An empirical test’, Sociological Research Online, 10: 4.

    Google Scholar 

  • Touraine, A. (2005) Un Nouveau Paradigme, Pour Comprendre le Monde Aujourd’hui, Paris: Fayard [English translation: New Paradigm for Understanding Today’s World. New York: John Wiley and Sons, 2007].

    Google Scholar 

  • Thurnell-Read, T. (2011) ‘Off the leash and out of control: Masculinities and embodiment in Eastern European stag tourism’, Sociology, 45(6): 977–91.

    Article  Google Scholar 

  • Wernick, A. (1987) ‘From voyeur to narcissist: Imagining men in contemporary advertising’, in M. Kaufman (ed.) Beyond Patriarchy: Essays by Men on Pleasure, Power and Change. Toronto: Oxford University Press, pp. 277–88.

    Google Scholar 

  • Yokoto, F. (2006) ‘Sex behavior of male Japanese tourists in Bangkok, Thailand’, Culture, Health and Sexuality, 8(2): 115–31.

    Article  Google Scholar 

  • Zajczyk, F. and Ruspini, E. (2008) Nuovi Padri? Mutamenti della Paternità in Italia e in Europa [New Fathers? Fatherhood Changes in Italy and in Europe]. Milano: Baldini Castoldi Dalai.

    Google Scholar 

Download references

Authors
  1. Monica Gilli
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Elisabetta Ruspini
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Conventry University, UK

    Thomas Thurnell-Read (Senior Lecturer in Sociology) (Senior Lecturer in Sociology)

  2. Newcastle University, UK

    Mark Casey (Lecturer in Sociology) (Lecturer in Sociology)

Copyright information

© 2015 Monica Gilli and Elisabetta Ruspini

About this chapter

Cite this chapter

Gilli, M., Ruspini, E. (2015). What is Old and What is New? Representations of Masculinity in Travel Brochures. In: Thurnell-Read, T., Casey, M. (eds) Men, Masculinities, Travel and Tourism. Genders and Sexualities in the Social Sciences. Palgrave Macmillan, London. https://doi.org/10.1057/9781137341464_14

Download citation

Publish with us

Policies and ethics

Search

Navigation