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


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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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
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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