Richmond, Virginia is Out: A DMO Case Study of LGBT Marketing

Keywords

destination marketing, LGBT tourism, market segmentation, Richmond, Virginia.

Abstract

This case study illustrates how Richmond Region Tourism in Virginia positioned the destination as Lesbian/Gay/Bisexual/Transgender (LGBT) friendly. After initial success with the campaign, Richmond Region Tourism faces the challenge of deciding what is next. The study takes the students through the segmentation challenge facing a destination marketing organization after success with an initial campaign to develop refined marketing strategies for maintaining LGBT tourists. Utilizing LGBT tourism literature and current LGBT marketing trends, this case study explores the opportunities and challenges in creating a LGBT marketing campaign.

Publication Date

1-1-2017

Document Type

Article

Language

English

Source Title

Journal of Hospitality and Tourism Cases

Volume

6

Issue

1

College

Rosen College of Hospitality Management

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