There is a rise in niche travel for the LGBT (lesbian, gay, bisexual and transgender) community. However, few studies have investigated how the hotel industry can best appeal to these customers. At UCF Rosen College of Hospitality Management, Dr. Heejung Ro has undertaken the first study focusing on how LGBT friendliness and the attitudes of service employees may impact upon LGBT customers' perceptions and future intentions. While the findings revealed these two factors are regarded independently, it is important that hotels signal LGBT friendliness, as well as ensuring these travelers are treated respectfully.

Original Article

Ro, H., & Khan, M. (2022). The impact of LGBT friendliness on sexual minority customers' perceptions and intentions to stay. International Journal of Hospitality Management, 102. https://doi.org/10.1016/j.ijhm.2022.103181