The GEII (Gender Equity Image Index) is a specialized research project that focuses on measuring both the presence and equity of women within visual imagery. The primary objective of this study is to establish a quantifiable and comparable index to measure gender equity in the visual representation of tourism destination introductions found in TUI catalogs over time.
To achieve this, the methodology involves a structured image categorization process, utilizing a specific flow of questions designed to classify images based on criteria such as presence, role, and gender representation. Furthermore, an Artificial Intelligence (AI) model was trained to automatically apply this classification flow across a massive volume of data, covering 20 years of catalogs and six different destinations.
Once all images are classified, the Gender Equity Image Index (GEII) is calculated for each one, providing a historical average per destination. This allows researchers to interpret the evolution of gender equity in each location’s projected image and facilitates precise comparisons between different territories. Currently, the final results of this analysis are in progress.