Changing the Face of Tourism
Author
Fey, Line Maria
Term
3. term
Education
Publication year
2021
Submitted on
2021-05-31
Pages
79
Abstract
This thesis examines how Danish tourism marketing includes and represents people from diverse ethnic backgrounds. As a case study, it analyzes Wonderful Copenhagen’s (WoCo) Facebook posts and its newest marketing strategies to assess how ethnic diversity is shown, what roles people are given, and how much WoCo addresses social equity (fairness and equal opportunities) as part of social sustainability. To add a different perspective, a questionnaire survey was conducted among people in Denmark who identify as part of an ethnic minority and/or as people of color, focusing on their perceptions of inclusion and representation in Danish tourism marketing. The study uses a mixed methods approach, combining qualitative and quantitative data. Findings indicate that WoCo includes and represents ethnic diversity in limited and narrow ways. Only a few posts showed a high level of inclusion, while most primarily portrayed people with white skin and blond hair. Individuals who looked different from the majority were usually shown in minor roles, in the background, or for less than a second. WoCo’s strategies did not include initiatives that directly benefit ethnic minorities in Denmark, and only one social equity-related initiative was mentioned in connection with hiring processes. The survey further showed that most respondents did not feel included in Danish tourism marketing and did not perceive it as inclusive regarding race and ethnicity. The thesis discusses recommendations for more inclusive and diverse marketing that could create opportunities and benefits for marketers (such as attracting tourists and increasing revenue) and for society (by helping both visitors and ethnic minority residents in Denmark feel more welcome). Such steps may also strengthen Denmark’s competitive advantage when tourism reopens after coronavirus lockdowns.
Denne afhandling undersøger, hvordan dansk turismemarkedsføring inkluderer og fremstiller forskellige etniske grupper. Som case analyseres Wonderful Copenhagens (WoCo) Facebook-opslag og deres nyeste markedsføringsstrategier for at se, hvordan etnisk mangfoldighed indgår, hvilke roller personer tildeles, og i hvilken grad WoCo arbejder med social retfærdighed som en del af social bæredygtighed. For at få et andet perspektiv gennemførtes en spørgeskemaundersøgelse blandt personer i Danmark, der identificerer sig som en del af en etnisk minoritet og/eller som personer af farve, om deres oplevelse af inklusion og repræsentation i dansk turismemarkedsføring. Afhandlingen anvender en mixed methods-tilgang, hvor både kvalitative og kvantitative data indgår. Resultaterne viser, at WoCo kun i begrænset og snæver form inkluderer og repræsenterer etnisk mangfoldighed. Kun få opslag viste høj grad af inklusion, mens de fleste primært portrætterede personer med lys hud og blondt hår. Personer, der afveg fra majoritetens udseende, blev oftest vist i mindre biroller, i baggrunden eller ganske kort. I WoCos strategier fandtes ingen initiativer, der direkte tilgodeser etniske minoriteter i Danmark, og kun ét tiltag relateret til social retfærdighed blev nævnt i forbindelse med ansættelsesprocesser. Spørgeskemaundersøgelsen viste desuden, at flertallet af respondenterne ikke følte sig inkluderet i dansk turismemarkedsføring og ikke oplevede den som inkluderende i forhold til race og etnicitet. Afhandlingen diskuterer anbefalinger til mere inkluderende og mangfoldig markedsføring, som kan gavne både markedets aktører (fx ved at tiltrække flere turister og øge indtjeningen) og det socio-kulturelle miljø (ved at få både turister og etniske minoriteter i Danmark til at føle sig mere velkomne). Sådanne tiltag kan også styrke Danmarks konkurrenceevne, når turismen genåbner efter corona-nedlukninger.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
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