Date of Award

Summer 2020

Degree Type

Masters Thesis

Degree Name

Master of Science (MS)

School

Biological, Environmental, and Earth Sciences

Committee Chair

Mark M. Miller

Committee Chair School

Biological, Environmental, and Earth Sciences

Committee Member 2

David M. Cochran

Committee Member 2 School

Biological, Environmental, and Earth Sciences

Committee Member 3

Chad R. Miller

Committee Member 3 School

Finance

Abstract

As social acceptance for LGBTQ+ people grows, it is essential to research and understand more about tourism and its important role in the lives of LGBTQ+ populations. There are tourism communities around the country that may not be familiar with this market segment and are not sure where to start. This can leave the LGBTQ+ market segment under-represented in the tourism industry. This research sets out to answer the question, “Can tourism communities who wish to expand to newer generations of LGBTQ+ travelers market to them successfully?” Mixed research methods include an exploration of city tourism websites, interviews with tourism professionals, and focus groups with LGBTQ+ Millennials and Gen Z. From the findings and data collected, three significant themes, or “theories” in the terminology of grounded theory, emerged regarding effective marketing for LGBTQ+ tourism: 1) Target LGBTQ+ Millennials and Gen Z by Identifying Products and other Motives of Interest. 2) Reach LGBTQ+ Millennials and Gen Z Through Targeted Tourism Marketing Ads and Information Outlets, and 3) Send a Message of Inclusiveness, Acceptance, and Safety to Millennials and Gen Z. These themes are essential for any community that wishes to expand its tourism market successfully to LGBTQ+ Millennials and Gen Z. This research represents a significant first step in understanding those newer generations of LGBTQ+ tourists.

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