This study aims to examine the intentions of sexual/gender minority travelers to choose LGBTQ+ friendly hotels based on their self-concepts and branding approaches.
Abstract
Purpose
This study aims to examine the intentions of sexual/gender minority travelers to choose LGBTQ+ friendly hotels based on their self-concepts and branding approaches.
Design/methodology/approach
An online survey is conducted, and 295 participants are recruited through a consumer panels firm. Hypotheses are tested through a mixed ANOVA.
Findings
Sexual orientation/gender identity openness and collective self-esteem increase the intentions to choose LGBTQ+ friendly hotels. Also, the intentions are higher for a hotel with a well-known LGBTQ+ friendly reputation than for a hotel with LGBTQ+ friendly advertising and promotions; however, there is no difference found between traveling domestically and traveling abroad.
Originality/value
This research demonstrates that the intentions of sexual/gender minority travelers’ to choose LGBTQ+ friendly hotels are driven by collective self-esteem, while sexual/gender openness and branding approaches play a smaller role.
Details
Keywords
Heejung Ro, Eric D. Olson and Youngsoo Choi
This exploratory study aims to examine gay travelers’ travel psychographics (allocentricity and psychocentricity) in relation to openness about sexual orientation, collective…
Abstract
Purpose
This exploratory study aims to examine gay travelers’ travel psychographics (allocentricity and psychocentricity) in relation to openness about sexual orientation, collective self-esteem and socio-demographic variables.
Design/methodology/approach
A survey is developed and study participants are recruited from attendees at a large annual gay event. A total of 196 gay men were used as samples for correlation analysis and independent samples t-tests.
Findings
The findings suggest that collective self-esteem is positively correlated with allocentricity. Also, gay couples showed higher allocentricity than single gay men, and white/Caucasian gay men showed higher allocentricity than other ethnic minorities gay men. Yet, psychocentricity was higher for lower income gay men than higher income gay men.
Practical implications
Tourism marketers should recognize that the gay market is not as homogenous as it has been portrayed in the tourism literature. Hospitality service providers and destination marketers should be aware of the importance of the gay community, gay travelers’ psychographics and, more importantly, the diversity within the gay market to develop effective products and services to better position themselves in this niche market.
Originality/value
This research contributes to the tourism literature by enhancing the understanding of gay travelers’ socio-demographic profiles and their travel-related behaviors and perceptions.
Details
Keywords
Heejung Ro and Juhee Kang
This paper aims to examine the relationships between motives, skepticism and brands evaluations in the LGBT-friendly branding hotels context.
Abstract
Purpose
This paper aims to examine the relationships between motives, skepticism and brands evaluations in the LGBT-friendly branding hotels context.
Design/methodology/approach
An online survey is created and 278 LGBT participants are recruited through a consumer panels firm. The research model is tested through structural equation modeling.
Findings
Values-, stakeholder- and strategic-driven motives are negatively related to skepticism, while egoistic-driven motive is positively related to skepticism. Also, sexual orientation openness moderates the relationship between stakeholder-driven motives and skepticism. Finally, skepticism is negatively related to brands evaluations.
Research limitations/implications
The research findings are limited to the LGBT-friendly hotels. However, this research contributes to the CSR and LGBT consumer research by examining the relationships between the four motives and skepticism considering LGBT customers’ sexual orientation openness level.
Practical implications
Hotels should devote greater efforts to communicating that their LGBT-friendly branding efforts are genuine by acknowledging both the social benefits and the business interests.
Social implications
As more and more hotels promote themselves as LGBT-friendly brands, a key challenge is reducing skepticism by appropriately conveying their motives. This research sheds light on this critical issue.
Originality/value
Although existent research on LGBT-friendliness has established its importance; there is a lack of understanding as to how customers perceive LGBT-friendly branding hotels. This research examines the four motives of hotels presenting themselves as being LGBT-friendly and their relationships to skepticism.