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


Vorobjovas-Pinta, O and Grimmer, L, Exploring the role and outcomes of Gay-friendly' marketing: The effect of tolerance, International conference on Tourism and Retail Management 2018, 3-4 December 2018, Macao (2018) [Conference Extract]

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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.

Item Details

Item Type:Conference Extract
Keywords:Marketing, retail, gay-friendly
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Commercial Services and Tourism
Objective Group:Property, business support services and trade
Objective Field:Wholesale and retail trade
UTAS Author:Vorobjovas-Pinta, O (Dr Oscar Vorobjovas-Pinta)
UTAS Author:Grimmer, L (Dr Louise Grimmer)
ID Code:128136
Year Published:2018
Deposited By:TSBE
Deposited On:2018-09-05
Last Modified:2018-12-21

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