Analysis of (gender-)inclusive language strategies in ecotourism corporate websites of Southern Spanish SMEs

Abstract

Gender inclusive language (GIL) strategies are being increasingly applied by institutions and some companies to show their commitment to gender equality. In this article, a framework for the analysis of the use of inclusive language is explained. It also analyzes the use of these strategies in a sample of websites of ecotourism companies from Southern Spain, considering that these types of companies present a series of commitments to society and the environment through their CSR practices. Statistical analysis was carried out to verify whether GIL strategies were used by companies. The results show that the analyzed companies do not generally apply inclusion strategies in verbal language, although they do apply positive strategies in graphic and visual language that move away from stereotypes and objectification of women. Therefore, it is advisable for companies in this sector to seek advice so that the language they use on their websites is in line with values that are not only required by society, but can also have a positive impact on their corporate image.