Halal tourism is a global and comprehensive market niche within the tourism industry that has increased significantly in recent years and is expected to continue doing so in the future. Many countries see the economic opportunities and want to claim their position on the market. The following study is the second one that has been performed in Sweden about halal tourism, whose purpose was to gather an understanding about the attitudes that people with leading roles within Swedish hotel operations have towards developing and marketing Sweden as a possible destination for halal tourism. An additional purpose of the following study has been to gather knowledge about their perceptions about applying modified versions of halal tourism: Muslim-Friendly and options. In order to reach a deeper understanding of the subject some theories on culture and values were applied. The methodological approach in the study has been a combination of quantitative and qualitative, consisting of a survey with open and closed questions which generated 62 survey answers, as well as five follow-up interviews. The main result showed that the respondents had low knowledge about the issue and remained generally negative towards development of a complete halal or Muslim-Friendly concept in their hotels. The concepts consist of detailed requirements that are challenging to follow, and the result shows that most of the respondents believe that parts of it clash with Swedish values about equality. But as the result indicates, a vast majority of the respondents are more positive to the concept of options.

Könsstereotypisering i reklam är ett genomgripande problem som fortsätter att forma och förstärka samhällets normer och uppfattningar om könsroller. Denna masteruppsats syftar till att ge en översikt över den problematiska naturen av könsstereotypisering i reklam, där man belyser de relaterade frågorna och deras konsekvenser, samtidigt som man erbjuder forskningsbaserade rekommendationer till intressenter för att främja mer inkluderande och rättvisa reklampraktiker. Forskningen visar att könsstereotyper kvarstår i reklam över hela världen, även om vissa länder kan uppvisa mer avancerade tillvägagångssätt för att hantera frågan. Det har också konstaterats att könsstereotypisering manifesteras genom olika medel, inklusive ljud-, visuella och semantiska element, där subtila former är särskilt oroande på grund av deras obemärkta påverkan på tittare. Viktiga områden för undersökning inkluderar de negativa effekterna av skadlig reklam, den kulturella påverkan, företags och intressenters ansvar, fördelarna med utbildning av anställda och interaktiva upplevelser, utmaningar med att uppnå allmänt engagemang, betydelsen av kvalitativ copytesting, effektiviteten i proaktiva åtgärder och branschinitiativ samt användningen av humor i reklam. Uppsatsen föreslår en forskningsbaserad metod för att främja jämställdhet mellan könen i reklam genom en föreslagen ram. / Gender stereotyping in advertising is a pervasive issue that continues to shape and reinforce societal norms and perceptions of gender roles. This master's thesis aims to provide an overview of the problematic nature of gender stereotyping in advertising, highlighting the associated issues and their implications, while offering research-based recommendations for stakeholders to foster more inclusive and equitable advertising practices. The research reveals that gender stereotypes generally persist in advertising, although some countries may exhibit more advanced approaches to addressing the issue. It was also found that gender stereotyping manifests through various means, including audio, visual, and semantic elements, with subtle forms being particularly concerning due to their unnoticed influence on viewers. Key areas of exploration include the negative effects of harmful advertising, the cultural influence, corporate and stakeholder responsibility, the benefits of employee education and interactive experiences, challenges in achieving widespread involvement, the significance of qualitative copy testing, the effectiveness of proactive measures and industry initiatives, and the use of humour in advertising. The thesis proposes a research-based approach to promoting gender equality in advertising through a suggested framework.