'I Am Not Afraid to Be Gay When I'm on the Net': Minimising Social Risk for Lesbian and Gay Consumers When Using the Internet

Abstract

This research reveals that people communicate aspects of their individual identities when looking for hotel-related information and booking hotel accommodation. It is recognised that by exposing aspects of their identities, certain groups of the population may feel they are placing themselves in situations where they are 'socially' vulnerable, or socially at risk. Lesbian women and gay men, subject to social disapproval, prejudice and discrimination as a result of their sexuality, are known to be susceptible to situations in which they incur high social risk. This study explores how the Internet provides the lesbian and gay population with a communication channel and an information source that supports anonymity and thus reduces social risk. Specifically, the research findings suggest that the Internet offers lesbian women and gay men access to information about hotels, and hotel-related services, whilst minimising social risk. The findings also indicate that there are existing problems for those who market tourist information to individuals who do not wish to communicate aspects of their identity. Generally, the study's results offer some insight into the consumer behaviours of lesbian women and gay men in the context of tourism and raise some recommendations for distributing tourist-related information via the Internet.