Sexual Orientation Identity Matters: Lesbian, Gay, and Bi-sexual Customers' Perceptions of Service Encounters

Keywords

bi-sexual; gay; hospitality marketing; lesbian; service encounter; sexual orientation identity

Abstract

This research focuses on Lesbian, Gay, and Bi-sexual (LGB) customers' perceptions of hospitality service encounters in regard to sexual orientation identity. A survey is developed and 177 participants are recruited from a large LGBT event in the Unites States. The MANCOVA results show that LGB customers who are more open about their sexual orientation indicate a higher importance in being acknowledged for their sexual orientation by service employees, believe that service employees are aware of their sexual orientation, and are more likely to reveal their sexual orientation when service employees misidentify them as heterosexual, compared to those who are less open about their sexual orientation. This research contributes to hospitality research by providing a better understanding of LGB customers' perceptions of hospitality service encounters from a sexual orientation identity perspective. This research also guides hospitality practitioners to increase sensitivity in catering for sexual minority customers through effective communication and training.

Publication Date

1-2023

Original Citation

Ro, H. (2023). Sexual orientation identity matters: Lesbian, Gay, and Bi-sexual customers’ perceptions of service encounters. Journal of Hospitality Marketing & Management, 32(1), 75–94. https://doi.org/10.1080/19368623.2023.2125473

Document Type

Paper

Language

English

Source Title

Journal of Hospitality Marketing and Management

Volume

32

Issue

1

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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