A successful event or festival can be a huge draw to a tourist destination. As lesbian, gay, bisexual, and transgender (LGBT) travelers are increasingly recognized as a growing market for tourism, events aimed at this demographic are expanding in number and scale. It is therefore useful to understand what factors influence attendance. In a study designed to do just this, Dr. Jeeyeon Hahm and Dr. Heejung Ro from the Rosen College of Hospitality Management looked at psychological variables related to social identity to examine what influences satisfaction and repeat attendance at LGBT events.

Original Article

Hahm, J., Ro, H., & Olson, E. D., (2018) Sense of belonging to a lesbian, gay, bisexual, and transgender event: the examination of affective bond and collective self-esteem, Journal of Travel & Tourism Marketing, 35:2, 244-256, https://doi.org/10.1080/10548408.2017.1357519.