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A Typology of Gay Leisure Travellers: an African Perspective

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A Typology of Gay Leisure Travellers: an African Perspective A TYPOLOGY OF GAY LEISURE TRAVELLERS: AN AFRICAN PERSPECTIVE by CHRISTIAAN HATTINGH Thesis submitted in fulfilment of the requirements for the degree Doctor of Technology: Tourism and Hospitality Management in the Faculty of Business and Management Sciences at the Cape Peninsula University of Technology Supervisor: Professor JP Spencer Cape Town September 2017 CPUT copyright information The thesis may not be published either in part (in scholarly, scientific or technical journals), or as a whole (as a monograph), unless permission has been obtained from the University DECLARATION I, Christiaan Hattingh, declare that the contents of this thesis represent my own unaided work, and that the thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the Cape Peninsula University of Technology. Signed Date ii ABSTRACT Over the last two decades, academic literature, various market research studies, and media reports have widely contributed to the belief that the Lesbian, Gay, Bisexual and Transgender (LGBT) market, and more specifically the gay male sub-segment, display favourable characteristics for the tourism industry. As recently as 2017, gay travel was regarded as one of the fastest-growing markets in the international travel industry. It is thus clear that the importance of this market, whether accurate or not, has been well documented over the years and is well known by the tourism industry; however, despite an increasing trend where tourism destinations promote themselves as ‘gay friendly’ in an attempt to attract gay (homosexual) travellers, a segment of the LGBT travel market, these travellers are perceived to be a homogeneous market segment or a niche market as a result of the assumption that gay men and women lead similar lifestyles and because they are homosexual, indicating that sexual orientation is used as the principal distinguishing characteristic of this population. This assumption is problematic and rather simplistic as it conceals many other important variables, and may hinder effective destination marketing. In order to correctly harness the existing potential within this segment, there is a need to overcome the challenge of correctly understanding and adapting the tourism offering to the preferences and needs of gay travellers; hence this research aimed to develop a typology of gay leisure travellers, by segmenting gay travellers into homogeneous sub-segments in an attempt to contribute to the gap in literature regarding this market’s heterogeneity. A web-based electronic survey was completed by 506 gay travellers, and attribute-based benefit segmentation was carried out by applying a hierarchical cluster analysis using Ward’s procedure with Euclidean distances. The typology is based on the push and pull framework; the motivations of travellers were assessed both in terms of their socio- psychological motivations and destination attributes of Cape Town. A number of conclusions can be drawn from the suggested typology of gay leisure travellers. First, the typology suggests four unique gay travel sub-segments ranging from Passive Relaxers on the one end to Wildlife Explorers, Culinary Enthusiasts/Foodies and Gay- Centric Travellers on the extreme end, which empirically proves that gay travellers are not homogeneous as there are sub-segments of gay travellers with different consumer behaviours. Therefore, these sub-segments may be referred to as niches as individuals iii within these sub-groups are homogeneous in certain characteristics. Second, there are two sub-segments in which travellers’ behaviour is not influenced by their sexuality, while the sexuality of travellers in the two other sub-segments influences their travel behaviour to varying degrees. Third, there is evidence that the gay traveller is integrating with other larger mainstream market segments and that the literature on gay travel may soon find itself outdated as fewer gay individuals, as the typology shows, base their travel decisions solely on gay-related issues, possibly owing to an increasing societal acceptance of homosexuality and the insignificance of a ‘gay identity’ to many of the post-modern gay generation. Fourth, the typology shows that only a distinct sub- segment, the Gay-Centric Traveller, can be described as a gay tourist and that not all gay travellers or activities by these travellers can be labelled as gay tourism. Fifth, the typology may serve as a framework for relating the destination attributes (pull motivations), to the important push motivations that influence tourist decision making and travel behaviour, and is therefore useful to the destination in developing product and promotional strategies. Consequently, the identified sub-segments, each with its own set of motivations, could help the destination refine its target-marketing strategies and may assist in understanding the different opportunities each sub-segment presents. Key words: gay travel, gay friendly, LGBT, market segment, motivation, attribute-based benefit segmentation, homogeneous, heterogeneous, cluster analysis, typology, travel behaviour. iv ACKNOWLEDGEMENTS My sincerest thanks to the following people and organisations who have supported, assisted and guided me to the completion of this doctoral thesis: • Professor John Spencer, my supervisor, for the tremendous effort and guidance throughout my post-graduate studies. • Dr Corrie Uys for assisting me with the mammoth task of statistical analysis and taking the time to explain each technique to me. • Professor Liz van Aswegen for proofreading and editing my thesis. • The Department of Higher Education and Training for the doctoral grant that allowed me to take sabbatical leave to complete my study. • The Cape Peninsula University of Technology for the Teaching and Development Grant received. • My friends, family, partner and colleagues for their motivation, understanding and positive encouragement that took me that extra mile. • The participants in the study. Without them, the present contribution to tourism knowledge would have been impossible. • All travel agencies, tour operators and individuals that assisted with distributing and sharing the survey link. In particular, I would like to thank Briand Bedford from the Spartacus International Gay Guide, Coenie Kukkuk from Gayspeak News, Luiz de Barros from Mamba Online, Gareth Johnson from Gay Star News, Rick Hurlbut from Pride Enterprises Ltd, Sergi Gil-Ramsos and Joao Vasconcelos from Gay Times Magazine, and Todd Paschen from Edge Media Network. v TABLE OF CONTENTS Declaration ii Abstract iii Acknowledgements v CHAPTER 1: INTRODUCTION AND PROBLEM STATEMENT 1.1 Introduction 1 1.2 Problem statement 3 1.3 Research aim and objectives 5 1.3.1 Research aim 5 1.3.2 Research objectives 5 1.4 Research questions 6 1.5 Research methodology 6 1.5.1 Literature review 6 1.5.2 Empirical survey 7 1.5.2.1 Research design 7 1.5.2.2 The questionnaire survey 8 1.5.2.2.1 Target population and sampling 9 1.5.2.2.2 Survey administration – self completion web-based sample survey 10 1.5.2.2.3 Data analysis 11 1.6 Significance of the research 12 1.7 Ethical considerations 13 1.8 Structure of the study 14 1.9 Glossary of abbreviations and terms used 17 1.9.1 Abbreviations 17 1.9.2 Terms 18 CHAPTER 2: THE LEGALISTIC HISTORY OF THE GAY MOVEMENT IN SOUTH AFRICA 2.1 Introduction 24 2.2 Sexuality and the gay liberation struggle: the road to acceptance and recognition in South Africa 24 2.2.1 The Forest Town raid 27 2.2.2 Proposed amendments to the Immorality Act of 1957 27 2.2.3 The Homosexual Law Reform Fund of 1968 28 2.2.4 First gay organisations of South Africa 29 2.2.5 The origins of the ‘gay rights clause’ 30 2.2.6 The liberal Constitution of 1996 35 2.2.7 Tolerant laws versus a conservative society 37 2.3 Alone in Africa: the case of Cape Town’s gay village 40 2.3.1 Cape Town’s De Waterkant: from slum to gay mecca 41 2.3.2 De Waterkant: the ‘de-gaying’ of Africa’s ‘gaybourhood’ 46 2.4 Summary 55 vi CHAPTER 3: THE GAY MARKET SEGMENT(S) – HOMOSEXUAL NOT HOMOGENEOUS 3.1 Introduction 58 3.2 The gay market segment(s) 58 3.2.1 Overview of market segmentation 60 3.2.1.1 Segmentation requirements/criteria 63 3.2.1.2 Evaluating the gay market segment against segmentation criteria 64 3.2.2 Perceptions/observations of the LGBT market and the gay segment(s) 70 3.2.2.1 Community Marketing Inc. studies 74 3.2.2.2 Out Now Global studies 76 3.2.2.3 Witeck Communications Inc. studies 78 3.2.2.4 The Gay European Tourism Association study 80 3.3 The development of South Africa’s ‘gay capital’ 83 3.3.1 Trouble in paradise: opposition to Cape Town’s gay image 92 3.4 Summary 96 CHAPTER 4: GAY TRAVELLERS’ HOLIDAY MOTIVATIONS 4.1 Introduction 100 4.2 An introduction to tourism destinations 101 4.3 ‘Gay-friendly’ destination marketing 103 4.3.1 Negative effects (disadvantages) of marketing a destination as gay or ‘gay friendly’ 104 4.3.2 Positive effects (advantages) of marketing a destination as gay or ‘gay friendly’ 105 4.4 Popular gay and ‘gay-friendly’ destinations 108 4.4.1 Academic research findings 108 4.4.1.1 Clift and Forrest’s (1999) study 108 4.4.1.2 Hughes’s (2002) study 109 4.4.1.3 Lück’s (2005) study 110 4.4.2 Market research findings 111 4.4.2.1 Community Marketing Inc. studies 111 4.4.2.2 Out Now Global studies 112 4.4.3 Other studies 113 4.5 ‘Gay-unfriendly’ destinations 117 4.6 Travel motivations: understanding tourist behaviour through theories and typologies 121 4.6.1 General
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