Abstract
ABSTRACT This study employs identity-based motivation theory to analyze the impact of queer-friendly initiatives in tourist destinations. Data was collected from 590 LGBTIQ+ tourists using a self-administered electronic questionnaire. The research reveals that queer tourists value destinations that share and promote inclusive values. Results suggest companies that are more committed to the communities have a high significant impact, although queer tourists appreciate any queer-friendly action. Contrary to previous studies on LGBTIQ+ communities and brands, queer tourists value the queer-friendly actions, solidarity, and kindness of tourist destinations without placing significant emphasis on the genuineness of these actions. This research provides important insights for queer-friendly destinations looking to support and engage with the LGBTIQ+ communities, enhancing their significance within this market segment.
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