Richmond, Virginia is Out: A DMO Case Study of LGBT Marketing
destination marketing, LGBT tourism, market segmentation, Richmond, Virginia.
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.
Journal of Hospitality and Tourism Cases
Rosen College of Hospitality Management
Olson, Eric and Ro, Heejung, "Richmond, Virginia is Out: A DMO Case Study of LGBT Marketing" (2017). Faculty Scholarship and Creative Works. 725.