Abstract
Purpose This study aims to examine the intentions of sexual/gender minority travelers to choose LGBTQ+ friendly hotels based on their self-concepts and branding approaches. Design/methodology/approach An online survey is conducted, and 295 participants are recruited through a consumer panels firm. Hypotheses are tested through a mixed ANOVA. Findings Sexual orientation/gender identity openness and collective self-esteem increase the intentions to choose LGBTQ+ friendly hotels. Also, the intentions are higher for a hotel with a well-known LGBTQ+ friendly reputation than for a hotel with LGBTQ+ friendly advertising and promotions; however, there is no difference found between traveling domestically and traveling abroad. Originality/value This research demonstrates that the intentions of sexual/gender minority travelers’ to choose LGBTQ+ friendly hotels are driven by collective self-esteem, while sexual/gender openness and branding approaches play a smaller role.
Published Version
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