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Marketing ‘Gay-friendly’ Spaces: Motivations and Outcomes for Small Hospitality and Retail Businesses
Citation
Vorobjovas-Pinta, O and Grimmer, L, Marketing Gay-friendly' Spaces: Motivations and Outcomes for Small Hospitality and Retail Businesses, Sustainability of Tourism, Hospitality & Events in a Disruptive Digital Age: Conference Proceedings: CAUTHE 2019, 11-14 February 2019, CQUniversity, pp. 637. ISBN 978-0-9945141-4-1 (2019) [Conference Extract]
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Official URL: https://www.cqu.edu.au/about-us/structure/schools/...
Abstract
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.
Item Details
Item Type: | Conference Extract |
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Keywords: | gay-friendly marketing; gay space; pink dollar |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Commercial services |
Research Field: | Hospitality management |
Objective Division: | Commercial Services and Tourism |
Objective Group: | Tourism services |
Objective Field: | Socio-cultural issues in tourism |
UTAS Author: | Vorobjovas-Pinta, O (Dr Oscar Vorobjovas-Pinta) |
UTAS Author: | Grimmer, L (Dr Louise Grimmer) |
ID Code: | 129985 |
Year Published: | 2019 |
Deposited By: | TSBE |
Deposited On: | 2019-01-03 |
Last Modified: | 2019-02-20 |
Downloads: | 1 View Download Statistics |
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