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Preferences Of Lgbt Tourists Traveling To Smaller Cities, Eric D. Olson, Ching-Hui Su, Chin-Hsun Tsai

ICHRIE Research Reports

The global lesbian, gay, bisexual, and transgender (LGBT) population accounts for about 450 million people, with $3.7 trillion spending power per year2. With the rise of the “pink economy,” LGBT tourism destinations and suppliers have found ways to attract the LGBT tourist through increased target marketing, unique product offerings, and a welcoming environment. Most marketing campaigns targeting LGBT tourists have focused on acquiring LGBT tourists to larger cities with established LGBT communities. Thus, this study discusses the tourism preferences of LGBT tourists traveling to a smaller, regional city. LGBT consumers form their own unique subcultures, and consumption activities reflect their …