Marketing to the New Generations of LGBTQ+ Tourists

<p>As social acceptance for LGBTQ+ people grows, it is essential to research and understand more about tourism and its important role in the lives of LGBTQ+ populations. There are tourism communities around the country that may not be familiar with this market segment and are not sure where to start. This can leave the LGBTQ+ market segment under-represented in the tourism industry. This research sets out to answer the question, “Can tourism communities who wish to expand to newer generations of LGBTQ+ travelers market to them successfully?” Mixed research methods include an exploration of city tourism websites, interviews with tourism professionals, and focus groups with LGBTQ+ Millennials and Gen Z. From the findings and data collected, three significant themes, or “theories” in the terminology of grounded theory, emerged regarding effective marketing for LGBTQ+ tourism: <em>1) Target LGBTQ+ Millennials and Gen Z by Identifying Products and other Motives of Interest. 2) Reach LGBTQ+ Millennials and Gen Z Through Targeted Tourism Marketing Ads and Information Outlets</em>, and<em> 3) Send a Message of Inclusiveness, Acceptance, and Safety to Millennials and Gen Z</em>. These themes are essential for any community that wishes to expand its tourism market successfully to LGBTQ+ Millennials and Gen Z. This research represents a significant first step in understanding those newer generations of LGBTQ+ tourists.</p>

Name thesis:degree_name

Master of Science (MS)

Level thesis:degree_level

Masters Thesis

Year dc:date.available

2020

Author dc:creator

• Smith, George

Contributors dc:contributor

• Mark M. Miller
• David M. Cochran
• Chad R. Miller

• LGBTQ+
• Tourism
• Focus Group
• Grounded Theory
• Interviews
• Gender and Sexuality
• Human Geography
• Other Geography

Repository record dc:identifier

https://aquila.usm.edu/masters_theses/765

OAI identifier oai:identifier

oai:aquila.usm.edu:masters_theses-1816