“…Next, several scholars have already called for marketing efforts to go beyond traditional imagery of beauty and incorporate a diverse range of aesthetic imagery. Among these are examples in the food and beverage sector (e.g., Hartmann, Jahnke & Hamm, 2021), political marketing (e.g., Marland, 2014), and real estate (e.g., Crookes, 2017). Tourism marketing, on the other hand, continues to focus on romantic imagery of beauty (Kirillova, 2023), which is rooted in the industry since its inception (Tribe, 2009).…”