The Impact of LGBT Friendliness on Sexual Minority Customers' Perceptions and Intentions to Stay

Keywords

LGBT friendly; LGBT marketing; Service encounter; Sexual minority; Signaling theory

Abstract

Despite the suggested efficacy of LGBT friendly practices and engagement in building customer loyalty, little attention has been paid to LGBT friendliness within the hospitality service marketing research. This research examines the impact of a hotel company's LGBT friendliness on sexual minority customers' perceptions of the hotel and their future intentions to stay in a service encounter context. When a hotel is perceived as being LGBT friendly by sexual minority customers, the overall perception of the hotel and future stay intentions are increased; however, sexual minority customers do not necessarily take negative/positive attitudes and behaviors of service employees into consideration in interpreting a hotel company's LGBT friendliness • LGBT friendliness increases the overall perception of the hotel and the future stay intentions in the hotel. • Sexual minority customers do not necessarily take negative/positive attitudes and behaviors of service employees into consideration in interpreting a hotel company's LGBT friendliness. • A hotel company's LGBT supportive policies, practices, and marketing efforts can send signals of being LGBT friendly to sexual minority customers and they are likely to be attracted to a LGBT friendly hotel that symbolizes and matches their social (sexual minority) identity

Publication Date

5-1-2022

Original Citation

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, N.PAG. https://doi.org/10.1016/j.ijhm.2022.103181

Document Type

Paper

Language

English

Source Title

International Journal of Hospitality Management

Volume

102

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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