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Exploring the role and outcomes of ‘Gay-friendly’ marketing: The effect of tolerance

conference contribution
posted on 2023-05-24, 18:01 authored by Oskaras Vorobjovas-PintaOskaras Vorobjovas-Pinta, Eleanor GrimmerEleanor Grimmer
Sexual identity may both enable and limit various leisure activities and practices, it also has an effect on how certain leisure spaces are perceived and imagined. ‘Gay spaces’ such as bars, pubs and discos are known to provide not only the immediately obviousservices, but also the intangible qualities such as safety, anonymity and comradery. However, it remains unclear how ‘gay-friendly’ spaces fit in this mix. In particular, there is a dearth of research pertaining to the marketing of ‘gayfriendly’ spaces and business-related outcomes associated with such marketing. Based on the context of two cities (Vilnius, Lithuania and Hobart, Tasmania) with varying degrees of LGBT+ acceptance and tolerance, this proposed research project aims to empirically explore what factors influence a business’ decision to adopt a gay-friendly sticker and what business-related outcomes are evident post gay-friendly sticker adoption.

History

Department/School

TSBE

Publisher

Institute for Tourism Studies

Place of publication

China

Event title

International conference on Tourism and Retail Management 2018

Event Venue

Macao

Date of Event (Start Date)

2018-12-03

Date of Event (End Date)

2018-12-04

Repository Status

  • Restricted

Socio-economic Objectives

Wholesale and retail trade

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    University Of Tasmania

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