Hospitality managers could be missing out by not paying enough attention to lesbian, gay, bisexual, and transgender (LBGT+) guests. New research by Associate Professor Heejung Ro, UCF Rosen College of Hospitality Management, looks at this growing and valuable customer segment, and studies how sexual minority guests perceive they are welcomed by hospitality staff. In one of the first studies of its kind, Dr. Ro finds that delivering the right service experience is about more than just flying the rainbow flag.

Original Article

Heejung, R., (2023). Sexual orientation identity matters: Lesbian, gay, and bi-sexual customers' perceptions of service encounters. Journal of Hospitality Marketing & Management, 32:1, 75–94. doi.10.1080/19368623.2023.2125473