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Travel Motivations of Gay and Lesbian Tourists

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Travel Motivations of Gay and Lesbian Tourists TRAVEL MOTIVATIONS OF GAY AND LESBIAN TOURISTS: A QUALITATIVE INQUIRY by Reshma Muqtedar Khan A thesis submitted to the Faculty of the University of Delaware in partial fulfillment of the requirements for the degree of Master of Science in Hospitality Information Management Spring 2013 Copyright 2013 Reshma Muqtedar Khan All Rights Reserved TRAVEL MOTIVATIONS OF GAY AND LESBIAN TOURISTS: A QUALITATIVE INQUIRY by Reshma Khan Approved: ___________________________________________________________ Srikanth Beldona, Ph.D. Professor in charge of thesis on behalf of the Advisory Committee Approved: ___________________________________________________________ Sheryl F. Kline, Ph.D. Chair of the Department of Hotel, Restaurant and Institutional Management Approved: ____________________________________________________________ Bruce W. Weber, Ph.D. Dean of the Alfred Lerner College of Business and Economics Approved: ____________________________________________________________ James G. Richards, Ph.D. Vice Provost for Graduate and Professional Education ACKNOWLEDGMENTS I would like to express my sincere gratitude to Dr. S. Beldona who continually encouraged me in this endeavor. I felt motivated and inspired after each of our meetings. The discussions were very thought- provoking and insightful. Without his guidance and unrelenting support this thesis would not have been possible. I would like to thank Prof. B. Miller for his suggestions and advice. His counsel for me to be conscientious about methodological issues made the research process a more rewarding learning experience. Dr H. Kher offered perspectives, which were unique and gave me more ideas for future research than I could possibly handle. I would also like to thank Ms. D. Laws for her kindness and ready smile. She was the ‘go-to guy’ for me. I would like to thank my husband most of all, for being indulgent and generous, and being a veritable pillar of strength and tolerating my tantrums with resilience and fortitude. I am grateful to my children Rumi and Ruhi, for whom fast- food became a new food-group and my mother-in-law who provided constant encouragement. For Dogma, who stayed up nights with me and thought that walks in the moonlight would help my thinking process, he might have been on to iii something. My mother who worried from overseas about whether “It will ever get done?” “It is done, Mamma !” iv TABLE OF CONTENTS LIST OF TABLES ........................................................................................................... viii LIST OF FIGURES ............................................................................................................ ix ABSTRACT ....................................................................................................................... x Chapter 1. INTRODUCTION…………………………………………………………………1 1.1 Background of the Research ..................................................................... 1 1.2 Problem Statement .................................................................................... 3 1.3 Research Questions ................................................................................... 4 1.4 Purpose of Study ....................................................................................... 4 1.5 Abbreviations and Acronyms ................................................................... 5 1.6 Keywords .................................................................................................. 5 2. LITERATURE REVIEW ........................................................................................ 8 2.1 Introduction ............................................................................................... 8 2.2 Understanding the segment ....................................................................... 9 2.2.1 LGBT Global ................................................................................ 13 2.2.2 LGBT United States ..................................................................... 15 2.2.3 LGBT Demographics ................................................................... 19 2.3 LGBT Marketing Strategies in Hospitality Industry ............................... 21 2.4 Understanding the Motivations for Tourist ............................................. 23 2.5 Motivation Theories ................................................................................ 24 2.5.1 Abraham Maslow: Hierarchy of Needs ........................................ 24 2.5.2 Frederick Herzberg: Two- Factor Theory .................................... 26 2.5.3 Push and Pull Factors ................................................................... 27 2.5.4 Utilitarian and Hedonistic Consumption Needs ........................... 28 3. METHODOLOGY ............................................................................................. 30 3.1 Introduction ............................................................................................. 30 v 4. ANALYSIS .......................................................................................................... 32 4.1 Introduction ............................................................................................ 32 4.2 Differences in Motivations Between the Gay Traveller and the Heterosexual Traveller .............................................................. 33 4.3 Similarities in Motivations Between the Gay Traveller and the Heterosexual Traveller ........................................................................... 34 4.4 Gay-Identity Exploration Through Travel .............................................. 36 4.5 Gay-Identity Motivation Model ............................................................. 38 4.5.1 Need for Safety ............................................................................ 39 4.5.2 Escapism Through Anonymity .................................................... 39 4.5.3 Gay-Identity Acceptance ............................................................. 40 4.5.4 Gay-Identity Affirmation ............................................................. 41 4.6 Literature Supporting “GAY-IDENTITY MOTIVATION MODEL” ...................................................................... 42 4.6.1 Need for Safety ........................................................................... 43 4.6.2 Escapism through Anonymity .................................................... 44 4.6.3 Gay-Identity Acceptance ............................................................ 46 4.6.4 Gay-Identity Affirmation ............................................................ 49 5. RECOMMENDATIONS ................................................................................. 52 5.1 Gay-Identity Travel Motivation Model .................................................. 52 5.2 Marketing Recommendations based on the Gay-Identity Motivation Model ............................................................. 53 5.2.1 Need for Safety .......................................................................... 54 5.2.2 Escapism Through Anonymity .................................................. 55 5.2.3 Gay-Identity Acceptance ........................................................... 55 5.2.4 Gay-Identity Affirmation ........................................................... 57 5.3 How to Market to the Gay and Lesbian Community ............................. 58 vi 5.4 Becoming a More Gay- Friendly Business ............................................ 64 5.5 Limitations ............................................................................................ 66 5.6 Conclusion and Future Implications for Research ............................... 69 REFERENCES ............................................................................................................. 72 vii LIST OF TABLES Table 1 Top Cities Ranked by Population .............................................................. 18 Table 2 Top 25 LGBT Destinations ...................................................................... 18 Table 3 LGBT Survey Demographics ................................................................... 20 Table 4 General Motivations for Travel ................................................................ 35 Table 5 USA Gay and Bisexual Men .................................................................... 59 Table 6 Advertising to LGBT Community ........................................................... 60 Table 7 Factors for Choice of Destination ............................................................ 62 viii LIST OF FIGURES Figure 1 Snap Shot of the Discover America Campaign ................................................ 2 Figure 2 Model of Maslow’s Hierarchy of Needs ........................................................ 25 Figure 3 Herzberg’s Two Factor Theory ...................................................................... 26 Figure 4 Gay Identity Motivation Model ..................................................................... 38 Figure 5 Gay-Identity Travel Motivation Model .......................................................... 52 ix ABSTRACT Even though the study of gays and lesbians in the hospitality industry and specifically the tourism market is fairly recent, it is a significant indicator of the development of tourism research. The tourism industry is now choosing to focus their interests on this burgeoning segment because of changing social attitudes (Hughes, 2006) and the realization that the key to success is not mere mass- marketing but rather a
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