Travel motivations of gay and lesbian tourists: a qualitative inquiry
Date
2013
Authors
Khan, Reshma
Journal Title
Journal ISSN
Volume Title
Publisher
University of Delaware
Abstract
Even though the study of gays and lesbians in the hospitality industry and specifically the tourism market is fairly recent, it is a significant indicator of the development of tourism research. The tourism industry is now choosing to focus their interests on this burgeoning segment because of changing social attitudes (Hughes, 2006) and the realization that the key to success is not mere massmarketing but rather a strong niche position that offers something singular to a particular set of consumers (Clift& Forrest, 1999). Given that there are theories, which posit that the character of space is influenced by sexuality and in turn that space may influence sexual identities (Bell and Valentine, 1995) and others that point out that men and women clearly experience tourism differently (Kinnaird & Hall 1994), it stands to reason that the tourism needs of the gay and lesbian travellers too will be unique. Yet there are some drivers of travel that are common to both the gay population as well as the straight tourist. One of the research objectives is to discover needs, common to both the gay and heterosexual segments, so as to market to the gay population without alienating the other This paper will examine four need-based motivation theories to evaluate the motivations for gay and lesbian tourists. A gay- identity motivation model, based on Maslow’s hierarchy of needs is proposed, which would chart the maturation of sexual-identity of gay and lesbian individuals. The model would have the potential to segment gay and lesbian travellers’ motivations for travel based on their stage of sexual-identity formation. It could be utilized as a marketing tool by organizations to match, the assets and strengths (pull factors) of the destinations and the gay and lesbian travellers in a particular stage of identity development, who would best fit the current guest profile. This would ensure that there is a seamless and smooth integration of multisegmented markets. Some recommendations for marketing are suggested based on the unique needs of the gay and lesbian population