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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Marketing Strategies of Tourism Business for Male Homosexual Targets
Author(s)
Wichayanunth Porkha
Full-Text PDF
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DOI:10.17265/1537-1514/2018.01.004
Affiliation(s)
University of Phayao, Bangkok, Thailand
ABSTRACT
The
acceptance of tourism businesses for gays is still dubious. Businesses designed
for gays are still grey businesses. The image problem of tourism businesses for
gays needs to be corrected, so that entrepreneurs will feel comfortable to launch
tourism businesses for gays only or to do tourism businesses that are gay-friendly.
This is the genesis of the research conducted among gay men in Bangkok. The number
of male homosexuals in Bangkok is increasing, and pink dollars are also increasing.
This study is a mixed research—quantitative and qualitative. A structured questionnaire
was distributed among 400 male homosexuals in Bangkok, and experts in various fields
were interviewed. The study reveals that most gays appear as normal men; very few
of them look feminine or are transvestites and transgender. As for tourism, they
prefer going to gay-friendly places to going to tourism businesses for gays only.
The findings indicate that Thailand should develop tourism businesses for gay target
groups because Thailand has a reputation of being a Gay Paradise. The public sector
should be aware of the significance of gay target groups to capture a share of pink
dollars. There should be a social campaign to create receptivity of sexuality diversity
in order to induce entrepreneurs to invest in gay friendly tourism businesses and
to make gay customers feel comfortable to use the services. If the entrepreneurs
are gays, there are chances of being successful.
Based on the findings, the researcher has formulated a strategic paradigm framework
entitled DEPTH.
KEYWORDS
tourism business, gay customers, marketing strategy
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