Abstract
ABSTRACT Despite the importance of LGBT friendliness, little attention has been paid to this construct in the travel and hospitality research. This research investigates LGBT friendliness of a company by examining its underlying dimensions and exploring differences in those dimensions by sexual orientation openness level. The results show that LGBT friendliness of a company is composed of two dimensions: LGBT-internal actions and LGBT-marketing communications. The results also show that homosexual customers who are more open about their sexual orientation indicate higher importance in both dimensions of LGBT friendliness, compared to those who are less open about their sexual orientation.
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