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Marketing ‘Gay-friendly’ Spaces: Motivations and Outcomes for Small Hospitality and Retail Businesses

conference contribution
posted on 2023-05-24, 18:22 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 obvious services, 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 ‘gay-friendly’ 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 gay 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

Publication title

Sustainability of Tourism, Hospitality & Events in a Disruptive Digital Age: Conference Proceedings: CAUTHE 2019

Editors

A Pabel, E Konovalov and L Cassidy

Pagination

637

ISBN

978-0-9945141-4-1

Department/School

TSBE

Publisher

CAUTHE

Place of publication

Cairns, QLD

Event title

CAUTHE 2019 Sustainability of Tourism, Hospitality and Events in a Disruptive Digital Age

Event Venue

CQUniversity

Date of Event (Start Date)

2019-02-11

Date of Event (End Date)

2019-02-14

Repository Status

  • Restricted

Socio-economic Objectives

Socio-cultural issues in tourism; Hospitality services

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