Homosexual not Homogeneous: A Motivation-Based Typology of Gay Leisure Travelers Holidaying in Cape Town, South Africa.

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ID: 21465
2018
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Abstract
The gay traveler, a segment of the lesbian, gay, bisexual, and transgender (LGBT) travel market, is perceived to be a homogeneous market segment as a result of the assumption that gay men have a unique "homosexual lifestyle." This assumption is problematic as it conceals many other important variables, and it may hinder effective destination marketing. A Web-based electronic survey was completed by 469 gay male travelers, and attribute-based benefit segmentation was carried out by applying a hierarchical cluster analysis using Ward's procedure with Euclidean distances. The typology is based on the push and pull framework; the motivations of travelers were assessed both in terms of their socio-psychological motivations and destination attributes of Cape Town. The typology empirically suggests that gay travelers are not homogeneous, and that sexuality influences the travel behavior of a minority of gay men. Consequently, not all gay travelers or activities by these travelers can be labeled as "gay" tourism.
Reference Key
hattingh2018homosexualjournal Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Hattingh, Chris;Spencer, John P;
Journal Journal of homosexuality
Year 2018
DOI
10.1080/00918369.2018.1555393
URL
Keywords Keywords not found

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