Homosexual not Homogeneous: A Motivation-Based Typology of Gay Leisure Travelers Holidaying in Cape Town,South Africa |
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Authors: | Chris Hattingh John P Spencer |
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Institution: | 1. Department of Tourism and Events Management, Cape Peninsula University of Technology, Cape Town, South Africahattinghch@cput.ac.zahttps://orcid.org/0000-0002-3849-6094;3. Department of Tourism and Events Management, Cape Peninsula University of Technology, Cape Town, South Africa |
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Abstract: | ABSTRACTThe gay traveler, a segment of the lesbian, gay, bisexual, and transgender (LGBT) travel market, is perceived to be a homogeneous market segment as a result of the assumption that gay men have a unique “homosexual lifestyle.” This assumption is problematic as it conceals many other important variables, and it may hinder effective destination marketing. A Web-based electronic survey was completed by 469 gay male travelers, and attribute-based benefit segmentation was carried out by applying a hierarchical cluster analysis using Ward’s procedure with Euclidean distances. The typology is based on the push and pull framework; the motivations of travelers were assessed both in terms of their socio-psychological motivations and destination attributes of Cape Town. The typology empirically suggests that gay travelers are not homogeneous, and that sexuality influences the travel behavior of a minority of gay men. Consequently, not all gay travelers or activities by these travelers can be labeled as “gay” tourism. |
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Keywords: | Attribute-based benefit segmentation Cape Town cluster analysis gay traveler homogeneous motivation push and pull factors |
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