Gender Representation in Saudi Tourism Social Media

his 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 modelling, 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.