Gender Representation in Saudi Tourism Social Media

Abstract

This study examines the relationships between Instagram post contents and their goals on two pages promoting tourism in Saudi Arabia, targeting Arab and non-Arab tourists. It aims to understand gender representation and to analyse correlations between visual and textual content. Building on a previous study, which revealed different marketing approaches and highlighted an over-representation of women in English contents, this study uses advanced techniques such as topic modellig, keywords extraction and image analysis to identify key features and their statistical correlation with gender representation, offering insights into the strategic narratives behind the Instagram posts to promote Saudi tourism.