The Representation of Mosuo People and Mosuo Culture in Chinese Tourism Websites

Abstract

Past research has shown that because tourism itself is a product of a gendered society, its processes are gendered in terms of construction, presentation, and consumption. This study examines how these websites shape the image of the Mosuo people and the Mosuo culture by analyzing texts in Chinese tourism websites. Ten representative Chinese tourism websites were selected for this study, and all relevant texts that could be retrieved were analyzed manually. All samples selected were officially published and represent only the attitudes of the tourism websites. The results of the study show that there are a large number of feminized or sexualized descriptions in the texts about the Mosuo people and the Mosuo culture provided by Chinese tourism websites. The language used on tourism websites is shaped by discourses of patriarchy and sexuality and is intended for heterosexual male tourists.