Abstract
Purpose: this study aimed to identify the relationship between psychological motivations and destination image of self-defined LGBT+ tourists’ destination choice. Design/ methodology/ approach: The study was operationalized through a survey with 239 respondents. Which 89 were self-defined as LGBT+. Statistical univariate and bivariate analyses were used for data analysis. Findings: (1) both targets value leisure as the primary psychological motivation for choosing the travel destination; (2) infrastructures and socio-economic environment and affective image are the most critical dimensions of destination image; (3) the psychological motivations increase the destination image of self-defined LGBT+ tourists'; (4) there was no significant difference between the choice of tourist destination between heterosexuals and the LGBT +. Originality/value: Previous studies have focused on analyzes of consumption of LGBT + tourist destinations, but not understanding the main psychological motivations and their association with the image of the destination, either check whether there are in fact differences between the LGBT + and heterosexual audiences. This study answered to this gap.
Highlights
Understanding tourists’ destination choice is essential (Pan, Rasouli & Timmermans, 2021)
The literature about tourist destination choice is consolidated and sees this phenomenon as a complex process influenced by many factors, such as motivation (Battour et al, 2012; Scherer et al, 2015; Zhang & Walsh, 2021) tourism experience (Larsen, 2007; Wu et al, 2011; Masiero & Qiu, 2018; Qiu, Masiero & Li, 2018) and destination image (e.g., Hong et al, 2006; Lin et al, 2007; Phau et al, 2010; Stylos et al, 2016; Scherer et al, 2015; Zhang et al, 2018)
Destination image and psychological motivation have been recognized as significant factors influencing tourist destination choice, few studies focused on the LGBT+ (Lesbian, Gay, Bisexual, Transgender/Transsexual and plus - inclusive of other groups, such as asexual, intersex, queer, questioning, etc.) segment, even though Guerra, Wiesinieski, and Brasileiro (2018) showed that LGBT+ audiences are wishful for entertainment and culture
Summary
Understanding tourists’ destination choice is essential (Pan, Rasouli & Timmermans, 2021). The literature about tourist destination choice is consolidated and sees this phenomenon as a complex process influenced by many factors, such as motivation (Battour et al, 2012; Scherer et al, 2015; Zhang & Walsh, 2021) tourism experience (Larsen, 2007; Wu et al, 2011; Masiero & Qiu, 2018; Qiu, Masiero & Li, 2018) and destination image (e.g., Hong et al, 2006; Lin et al, 2007; Phau et al, 2010; Stylos et al, 2016; Scherer et al, 2015; Zhang et al, 2018). Destination image and psychological motivation have been recognized as significant factors influencing tourist destination choice, few studies focused on the LGBT+ (Lesbian, Gay, Bisexual, Transgender/Transsexual and plus - inclusive of other groups, such as asexual, intersex, queer, questioning, etc.) segment, even though Guerra, Wiesinieski, and Brasileiro (2018) showed that LGBT+ audiences are wishful for entertainment and culture. Hughes e Deutsch (2010) makes clear that LGBT+ tourists occupy a significant space in the tourist phenomenon, through the unique way of consuming, their travel motivations, those who accompany them, the choice of services, the chosen destinations, the peculiarities that these travelers have, based on their reality. Azevedo et al (2012) analyzing São Paulo (Brazil) LGBT+ tourists, confirmed that LGBT+ public presents behavioral particularities as buyers of tourist products, providing during their stay and higher investments than others tourism segments
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