摘要：The aim of this article is to chart and analyze Internet marketing of sport and leisure tourism,
with a special focus on horse-riding tourism. The article will spotlight marketing directed
to the physically active tourist, that is, tourists travelling to destinations to participate
in a physical activity (i.e. not spectators). Previous research has demonstrated that
increased interest in sport tourism has rendered effective marketing essential for travel
companies. Yet, despite growing interest in sport tourism in general and horse tourism
in particular, studies of the marketing of horse tourism are scarce. The source material
for the present article consists of the websites of three different horse travel agencies. The
analysis is based on both quantitative and qualitative data. Firstly, we mapped out all
trips offered (offers N=559) in relation to continents, countries, and types. Secondly, we
performed a content analysis of pictures (pictures N=110) and texts promoting trips to
Spain (offers N=9). Our findings indicate that the travel agencies focus their marketing
on Southern Europe, and particularly Spain. Trail rides are the most frequently recurring
trips offered. The marketing builds on story-telling related to trust; (implied) common
experiences of organizer and tourist in relation to horses and horsemanship; and natural
and cultural landscapes. In contrast to the representation of women in other sport
contexts, women in horse tourism are portrayed as active participants in a challenging
athletic activity. The representation is, however, complex. Firstly, true horsemanship is
represented as masculine. Secondly, the representation of women as strong and active in
the marketing of horse tourism may be interpreted as part of the ‘girl power’ discourse
connected to neoliberal constructions of the female body. Thirdly, horses are also clearly
important in the marketing. Although this observation may seem redundant, it nonetheless
highlights the importance of animals as workers in sport tourism.
