File(s) under permanent embargo
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 GrimmerSexual 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 2019Editors
A Pabel, E Konovalov and L CassidyPagination
637ISBN
978-0-9945141-4-1Department/School
TSBEPublisher
CAUTHEPlace of publication
Cairns, QLDEvent title
CAUTHE 2019 Sustainability of Tourism, Hospitality and Events in a Disruptive Digital AgeEvent Venue
CQUniversityDate of Event (Start Date)
2019-02-11Date of Event (End Date)
2019-02-14Repository Status
- Restricted