Abstract
This research delves into the impact of LGBTIQ+ communities’ motivations on the memorable destination experiences of 517 queer travellers. The primary goal is to unravel the influence of motivational factors (with special attention to LGBTIQ+ motivations) on the creation of memorable destination experiences, with a specific focus on scrutinising the moderating effects of gender identity and sexual orientation. It systematically examines both the homogeneity and heterogeneity within the spectrum of LGBTIQ+ tourists. The quantitative analysis of data, collected through an online questionnaire, reveals a notable consistency in tourist motivations regarding sexual orientations, and some diversity in represented gender identities. Pull LGBTIQ+ motivations do not exert a significant influence nor impact on the memorable experiences of queer tourists. By exploring the dynamics of LGBTIQ+ travellers, this study contributes significantly to our understanding of their motivations, shedding light on both commonalities and distinctions within LGBTIQ+ communities.
Highlights
- Whether there is homogeneity or heterogeneity, it should not be used as grounds to exclude any individuals from studies within the queer tourist communities.
- Destinations and businesses in the tourism industry should advocate for equality and treat LGBTIQ + tourists with the same regard as any other visitor.
- Push factors within sexual orientation and gender identity do not affect MDE in the same way.
- Push LGBTIQ + motivations have a significant influence, while pull LGBTIQ + motivations do not influence memorable destination experiences.
Introduction
Research on LGBTIQ+ tourists is gaining momentum among researchers, destination management organisations and tourism businesses, highlighting the perception of LGBTIQ+ communities as a lucrative market (Vorobjovas-Pinta and Hardy, 2016; Guaracino and Salvato, 2017). The growing interest in the LGBTIQ+ communities as consumers and integral members of society has opened up a fertile and still relatively unexplored field for research (Ong et al., 2022a).
In the study, the following terms will be employed to encompass LGBTIQ+ communities: “queer” or “LGBTIQ+”. Although “queer” is generally included in the abbreviation “LGBTIQ+”, its use in tourism reflects its evolution as a broader umbrella term to address diverse gender and sexual identities and experiences. Both terms are used in tourism to describe experiences related to sexual and gender diversity, adapting to specific preferences and contexts.
There is a growing body of research in the study of motivation in the travel and tourism industry (Zhou et al., 2021), with various motivational theories shedding light on the complexity of tourist behaviour (Monterrubio et al., 2020). However, very little research has empirically explored the tourism motivations of queer travellers in terms of memorable experiences at tourism destinations. This knowledge gap has created a void in our comprehension of how identity and orientation shape travellers’ experiences (Michael et al., 2020). To date, scant research has focused on analysing queer communities’ memorable experiences, LGBTIQ+ motivations or delving into subgroups to find out whether there is homogeneity or heterogeneity in the queer communities.
Previous studies on queer tourists do not address the influence of individual identity and orientation on travel motives (Waitt and Markwell, 2006; Lewis et al., 2021). Most literature on the LGBTIQ+ tourism sector focuses primarily on analyses of the G (and, to a lesser extent, the L) letters of the LGBTIQ+ acronym, overlooking transgender, asexual, non-binary and bisexual travellers, among others (Clift and Forrest, 1999; Monterrubio et al., 2020). Hattingh and Spencer (2020) suggest that much of the research on LGBTIQ+ tourists has focused on white, middle-class, urban, childless gay men, leading to a research bias. This bias can be attributed to interconnected reasons of visibility and numbers. Indeed, the gay male community is often more visible than others, which makes it seem easier to study (Coon, 2012; Hattingh and Spencer, 2020). Less recognised orientations and identities are a numerically smaller group (IPSOS, 2021). However, this lower numerical representation does not diminish the importance of studying and analysing these identities and orientations, as each contributes to the richness and diversity of LGBTIQ+ communities (Ong et al., 2022a). This leads many researchers to focus only on the gay population or to extrapolate research findings about gay men and lesbian women to the entire LGBTIQ+ communities (Monaco, 2022). This generalisation is insufficient, unrepresentative and excludes a significant part of LGBTIQ+ communities (Ong et al., 2022a).
The primary aim of this study is to delve into the impact of LGBTIQ+ communities’ motivations on the creation of memorable destination experiences, exploring how these motivations are moderated by gender identity and sexual orientation. Anchored in the push and pull motivations theory, a well-established framework in tourist behaviour analysis, this study extends its conceptual foundation by incorporating LGBTIQ+ motivations introduced in prior literature (Hattingh and Spencer, 2017).
The study unfolds in two key stages. Initially, it examines the tourism motivations and memorable tourism destination experience of queer communities as a whole. Subsequently, through a multi-group analysis, the research explores variations in motivations between extensively studied queer subgroups and those that have received less attention. To conduct this analysis, participants are segmented based on their gender identity and sexual orientation, aiming to distinguish mostly studied and less studied groups. This division allowed for a more detailed assessment of the similarities and differences in the motivations and experiences of individuals with sexual identities and orientations that have historically received more visibility compared to those that have received less understanding in the tourism field. This study contributes to the broader understanding of LGBTIQ+ traveller dynamics. It not only investigates the shared motivations across the queer communities but also delves into the nuanced differences among various subgroups, providing valuable insights for both academic and practical applications in the field of queer tourism studies.
This differentiation aims to understand if there are patterns of motivation and common experiences within the overall LGBTIQ+ communities, as well as if there are significant differences among subgroups. Through the analysis of memorable experiences alongside the identification of motivations, patterns or trends indicative of homogeneity or heterogeneity in the perception and lived experiences of travel among various LGBTIQ+ subgroups can be discerned. In a world characterised by diversity and fluidity of gender identities and sexual orientations, it is critical to understand how LGBTIQ+ communities construct meaning through their travel choices and the experiences they perceive at their destinations (Prayag et al., 2023b).
Literature review
Motivational factors and LGBTIQ+ motivations
Tourism motivations refer to psychological factors that shape our perceptions of the environment and motivate us to make particular choices to satisfy our desires (Beerli and Martín, 2004; Nicoletta and Servidio, 2012; Weeden et al., 2016). The push and pull model of motivations was introduced in the tourism sector by Dann (1977). It indicates that push factors are internal and create a feeling, need or desire to travel. Pull factors, on the other hand, cause individuals to seek to travel because destination attractiveness is the motivational factor that explains destination choice (Crompton, 1979; Dann, 1981). According to this model, the choice of a destination and tourism products results from a dynamic interaction between push and pull factors (Prayag and Ryan, 2011; Weeden et al., 2016). This theory suggests that people engage in tourism because of forces that motivate them to do so. Tourists are not attempting to fulfil a single need. Rather, they have various requirements that arise concurrently and seek multiple qualities in the destination. Monterrubio et al. (2020) underline the relevance of researching motivations to identify travellers’ aspirations.
Throughout time, various studies have identified the LGBTIQ+ factors that hold greater importance in tourist motivations. These include sexual encounters (Clift and Forrest, 1999; Weeden et al., 2016), the ability to freely express LGBTIQ+ identities while on vacation (Ballegaard and Chor, 2009), the quest to escape from a heterosexual environment to queer-friendly spaces (Hughes, 1997; Pritchard et al., 1998), the construction and validation of LGBTIQ+ identity through travel (Hughes, 1997; Clift and Forrest, 1999; Waitt and Markwell, 2006), the availability of spaces where they feel legally protected (Hughes, 2006), and participation in queer events (Waitt and Markwell, 2006). The LGBTIQ+ motivations are inherently pull factors (Hattingh and Spencer, 2017), which means that pull motivations are directly related to specific dimensions linked to LGBTIQ+. These LGBTIQ+ tourism motivations are the aspects that attract LGBTIQ+ tourists to choose a tourist destination, thus showing a clear connection with pull factors. However, this does not mean that there are no LGBTIQ+ motivations with aspects related to push factors. Among the reasons that push and drive LGBTIQ+ tourists, we also find LGBTIQ+ issues. For example, when a queer tourist travels motivated by the need to validate their identity or to express themselves freely, they respond to a push motivation. On the other hand, when the need is to find a space to be friendly, participate in queer events or have sexual encounters, the motivation is pull.
Then, the existence of particular motivational factors, both push and pull, is directly linked to LGBTIQ+ travellers (Lewis et al., 2023). Within the examination of tourism motivations, traditionally divided into push and pull categories, queer-specific motivations have also been identified (Lewis et al., 2021). These motivational elements possess unique characteristics that are distinct from the typical motivations of other tourist groups and play a key role in LGBTIQ+ travel planning and decision-making (Hattingh and Spencer, 2017). LGBTIQ+ motivations refer to the particular drives and desires that inspire queer people to travel to and experience tourism destinations, which are intrinsically linked to their gender identity and sexual orientation (Hattingh and Spencer, 2017). Therefore, these motivations will be included and examined in this article.
Memorable tourism destination experience
The travel experience has become more than just a search for holiday getaways; it is a search for authenticity, cultural connection and, above all, the creation of lasting memories (Moliner et al., 2023). Travellers seek authentic, rewarding, meaningful, multi-sensory and transformative experiences when exploring destinations (Chirakranont and Sakdiyakorn, 2022). Certain elements are linked to the traveller's needs, desires and motivations (Wang et al., 2020), while others are derived from the destination's own characteristics, such as the local environment and surrounding atmosphere (Page et al., 2006).
The tourist journey encompasses all the touchpoints with which a destination visitor interacts before, during and after the trip. Customer experience is the assessment that the visitor makes of this consumer journey, while memorable experience is the experience that lingers in the tourist's memory and can be evoked through word of mouth or in revisit (Moliner et al., 2023). Therefore, memorable experience is a concept of utmost importance as it influences the future behaviour of the tourist. Tung and Ritchie (2011) defined a memorable experience (ME) as, “an individual's subjective evaluation and undertaking (i.e., affective, cognitive and behavioural) of events related to his or her tourist activities which occurs before (i.e., planning and preparation), during (i.e., at the destination) and after the trip (i.e., recollection)”. The components of a memorable experience vary from person to person, as it is highly subjective and dependent on individual preferences, values and past experiences (Moliner et al., 2023). Memorable travel experiences are indelible memories that linger in the minds and hearts of travellers (Kim et al., 2012; Moliner et al., 2023). The main source of information for those who decide to return to a tourist destination lies in the memories that visitors treasure of their travel experiences (Marschall, 2012). Therefore, providing tourists with positive and memorable experiences becomes imperative in the competitive tourism market (Hosany et al., 2022). Tourists who have had positive memorable experiences are more likely to return to the destination (Coudounaris and Sthapit, 2017), forge an emotional attachment to the place (Vada et al., 2019) and experience greater subjective well-being (Sthapit and Coudounaris, 2018), which are important determinants of future travel decisions (Barnes et al., 2016). Furthermore, Kim et al. (2012) suggest that not all tourism experiences are unforgettable; only those remembered by the traveller who narrates a special travel experience should be considered memorable tourism experiences.
Tourist destinations are physical spaces where visitors stay overnight and enjoy different products, services, activities and experiences within the tourism value chain (UN Tourism, 2008). LGBTIQ+ tourist experiences generate lasting and positive memories that encourage tourists to return to destinations that have been inclusive and welcoming (Vorobjovas-Pinta and Pearce, 2024). Memorable tourism experiences in the destination are relevant to LGBTIQ+ travellers because they not only provide unforgettable and enriching moments in a specific location but also create a welcoming and safe environment for LGBTIQ+ travellers, fostering an emotional connection with the destination (Ram et al., 2019). For queer individuals, destinations and tourist experiences serve as opportunities for personal discovery and reinvention (Prayag et al., 2023b). LGBTIQ+ activities at destinations create an inclusive and welcoming environment that enhances the memorable tourism experience (Vorobjovas-Pinta and Pearce, 2024). The destination allows LGBTIQ+ tourists to connect with the local culture, history, events and queer communities of the destination. These experiences not only enhance the trip but also allow LGBTIQ+ travellers to feel validated and recognised in their queer identity or orientation within the destination (Lewis et al., 2021), enhancing their experience and motivation to visit inclusive destinations (Vorobjovas-Pinta and Pearce, 2024).
LGBTIQ+ communities actively seek to live specific queer experiences that are not available or accessible in their places of origin (Lewis et al., 2023). However, it is important to note that these communities also face higher risks of experiencing discomfort, exclusion, discrimination or physical violence while travelling (Hughes, 2002). Creating inclusive tourist destinations and spaces is crucial to ensuring positive memorable experiences for all travellers, regardless of their orientations and identities. When LGBTIQ+ individuals feel welcomed and accepted, they have the chance to fully enjoy their journey, explore their authenticity and connect meaningfully with others (Prayag et al., 2023b).
Moderator variables
Gender identity refers to each individual's internal and personal perception of their gender, namely, how they feel and identify themselves in terms of being male, female, a combination of both or neither of the two conventional options. Gender identity does not always coincide with biological sex or socially perceived gender expression (Soler, 2020; DuBois and Shattuck-Heidorn, 2021). While cisgender identities have been more commonly studied, non-binary and transgender identities have received less attention in the academic and tourist literature (Ong et al., 2022a). Table 1, provides a detailed description of various gender identities, offering an overview of each.
Gender identity concepts.
Source: Soler (2020).
Sexual orientation refers to the emotional, romantic and/or sexual attraction that a person feels towards another person or persons. It is a fundamental dimension of a person's sexual identity and can be directed towards people of the same gender, the opposite gender, both genders or even neither gender (Table 2). Sexual orientations other than heterosexual, gay men or lesbian women have been less studied in the tourism sector (Prayag et al., 2023b).
Sexual orientation concepts.
Source: Soler (2020).
Hypotheses development
The analysis on LGBTIQ+ tourism research and motivations has been addressed by several authors (Weeden et al., 2016; Vorobjovas-Pinta and Hardy, 2016; Hattingh and Spencer, 2017; Prayag et al., 2023b). However, a significant portion of the studies exhibit gaps in research concerning the travel motivations of the entire LGBTIQ+ tourist spectrum, where often the focus remains predominantly on gay male tourists (Clift and Forrest, 1999; Hughes, 2002; Hughes and Deutsch, 2010; Ong et al., 2022a).
Previous studies indicate that travel motivations influence the creation of a memorable tourist experience (Dagustani et al., 2018; Sthapit and Coudounaris, 2018; Chen et al., 2021; Tešin et al., 2023). However, none of them have explored the motivations specific to LGBTIQ+ tourists or the pull and push motivations regarding LGBTIQ+ tourists. Regarding the memorable destination experience, no academic study has been found to address the perspective from the viewpoint of LGBTIQ+ tourists.
The concept of push factors primarily encompasses the traveller’s internal sentiments, perceptions and motivations, encompassing what are often termed as social psychological factors, alongside contextual elements such as LGBTIQ+ rights (Szabó and Sümeghy, 2023). In contrast, pull factors are independent of the individual and signify the offerings and reputation of the destination (Dann, 1981). It is important to emphasise that when referring to LGBTIQ+ motivations in the study, we are specifically addressing queer pull motivations. Within the realm of push motivations, specific queer elements are also found. The desire to explore one's sexuality can serve as a motivation for travel (Hughes, 2002; Vorobjovas-Pinta, 2018; Lewis et al., 2021), providing queer individuals with opportunities to express these identities outside of their usual environment (Lewis et al., 2023). In the case of queer travellers, both general and queer-specific push and pull factors influence their choice of activities (Lewis et al., 2021).
The study examines the effects of tourist motivations on memorable experiences, as motivation significantly influences the quality and nature of the experiences sought and experienced by the tourists during their journey (Tešin et al., 2023). Tourist experiences aligned with individual motivations tend to be more memorable and endure in long-term memory (Chen et al., 2021). The likelihood of an individual experiencing intense and memorable emotions during their journey significantly increases when they are highly motivated to visit a specific destination (Dagustani et al., 2018).
Kim et al. (2012) highlight the importance of several motivational factors in generating memorable experiences, such as enjoyment, personal revitalisation, self-discovery and cultural immersion. These elements offer valuable insights into how destination experiences can be designed and enhanced to meet the expectations of travellers in search of unforgettable moments. Thus, a greater motivation to undertake a trip may be linked to the impressions left by previous trips. In this context, different reasons for travel influence activity choices, as detailed in conventional models of tourist motivation (Crompton, 1979). For queer travellers, both general and LGBTIQ+ communities-specific motives influence activity choices (Prayag et al., 2023b). Some studies have indicated that for a positive travel experience, it is crucial for the chosen tourist destination to demonstrate a broadly LGBTIQ+-friendly atmosphere and societal acceptance (Szabó and Sümeghy, 2023). Analysing the influencing factors on queer communities’ travel motivations within the context of memorable tourism destination experiences contributes significantly to the understanding of LGBTIQ+ tourists. Consequently,
Memorable destination experiences contribute to the crafting of a unique narrative for each individual (Moliner et al., 2023). Personal memory is influenced by a variety of factors, including situational demands, personal or social motivations, and the audience with whom we share our memories (Sutton et al., 2010). Therefore, experiences are closely linked to individual differences, such as LGBTIQ+ particularities. Tourist experiences can lead to personal growth and change in the tourist; what is lived and learned during the journey can be integrated into daily life (Tarssanen and Kylänen, 2009), including queer growth (Waitt and Markwell, 2006). Furthermore, the moderating effects of gender and identity have a significant impact on the relationship between memorable touristic experiences, with gender being a relevant factor among all the antecedents of these experiences (Hosany et al., 2022). Researchers like Coudounaris and Sthapit (2017) propose to explore the impact of moderating factors, such as gender, on memorable tourism experiences.
Previous research suggests that LGBTIQ+ tourists have the ability to generate distinctive and meaningful experiences (Lewis et al., 2021). Earlier investigations into the travel patterns of LGBTIQ+ tourists overlook the possibility that motivations are influenced by personal identity (Lewis et al., 2021) or sexual orientation (Prayag et al., 2023b). For queer people, travel can also be motivated by their identity and sexuality (Vorobjovas-Pinta, 2018). Sexual orientation can influence tourism motivations by driving the search for inclusive and safe destinations and activities (Hughes and Deutsch, 2010), in which they can express themselves freely (Clift and Forrest, 1999), as well as the search for experiences and social connections with other queer people (Hudson, 2015). Queer people may use travel as a means to embrace their identity (Lewis et al., 2021), make connections with a community (Zhou et al., 2021) and enjoy particular queer experiences that may not be available in their place of origin (Lewis et al., 2023). Identity and sexual orientation influence motivation by guiding the choice of actions and the way people interpret the world based on their identity (Oyserman, 2009).
The previous literature presents a divided opinion regarding the homogeneity and heterogeneity of LGBTIQ+ tourism. LGBTIQ+ tourism is recognised for some researchers as a heterogeneous sector (Vorobjovas-Pinta and Hardy, 2016; Szabó and Sümeghy, 2023), yet other researchers have viewed it as a homogeneous group (Pritchard et al., 1998; Melian-Gonzalez et al., 2011). Previous research has argued that LGBTIQ+ individuals exhibit diversity considering the LGBTIQ+ tourist as a heterogeneous group with various niches within the concept of LGBTIQ+ tourism (Hughes and Deutsch, 2010; Hattingh and Spencer, 2020). However, knowledge regarding LGBTIQ+ tourism remains limited in addressing the nuanced understanding of the role of gender and sexuality within this context (Blichfeldt et al., 2013). Researchers so far now acknowledge the specific challenges of comprehending the diverse sexual orientations beyond a heterosexual, gay or lesbian identity (Weeden et al., 2016).
This research aims to analyse whether LGBTIQ+ tourists exhibit joint tourist behaviour and motivations, investigating whether they behave as a homogeneous or heterogeneous group within the tourism context. The purpose of this study is to determine if queer tourists prioritise their LGBTIQ+ characteristics before embarking on a trip.
The current identification of common patterns or significant differences within LGBTIQ+ communities requires further investigation (Ong et al., 2022a). Gender identities and sexual orientations evolve over time, so it is crucial to include all individuals within these communities in all studies (Prayag et al., 2023b). This study endeavours to investigate the extent to which gender identity and sexual orientation play crucial roles as moderating variables in shaping tourism motivations and subsequently influencing the creation of memorable experiences at various destinations. To redress the paucity of scholarly works pertaining to this topic, we will use the LGBTIQ+ motivations framework developed by Hattingh and Spencer (2017). Once the entire group of queer tourists has been studied, differentiation will be made among LGBTIQ+ tourists based on less explored orientation subgroups compared to those more widely investigated in tourism studies. Similarly, this differentiation will be done in relation to queer identities. Consequently,
Thus, we posit several relationships between push factors, pull factors, LGBTIQ+ factors and memorable tourism destination experience as depicted in Figure 1. The main concepts are defined in Table 3.
Research model and hypotheses.
Key concepts and definitions.
Source: Prayag et al. (2023b).
Research methodology
Measurement of the variables
We designed a questionnaire using scales to measure the variables validated by the literature. The research has a favourable report from the university's Deontological Commission (CEISH/73/2023), which considers that it complies with the required ethical standards. To measure the dimensions of push, pull and LGBTIQ+ factors, we used the scales validated by Hattingh and Spencer (2017). To measure the memorable experience of tourism destinations, we used the scale of factors influencing travellers’ decisions and preferences (Kim et al., 2012). The range of the five-point Likert scales used was as follows: [1] “Strongly disagree” to [5] “Strongly agree”. All scales are shown in Table 4.
Source of measurement and items.
Data collection
To conduct this research, we chose an online survey, which allowed for efficient access to a wide audience of participants. The dissemination of the survey was carried out through associations (Fuenla Entiende LGTB, AET–Transexualia, Euforia-Familias TransAliadas, Club LGTBI+ Samarucs València, Espacio Diverso LGTBI PIQUEER, Violetas LGTBI La Palma, Familias Diversidad de Almería), safe spaces for the communities (Oz, esto no es Kansas, in Castellón de la Plana) and academic journals on LGBTIQ+ topics (MariCorners). The fieldwork ran from 14 March 2023 to 3 August 2023. A sample of 517 participants was used as the basis for the analysis and interpretation of the results in this study. This study was conducted nationwide in Spain. Several demographics and travel characteristics were also measured (see Table 5).
Demographic characteristics.
Source: Authors’ own work.
The analysis in this study includes heterosexual individuals with LGBTIQ+ gender identities (N = 26; 5.03%). In this study, we refer to heterosexual individuals within the LGBTIQ+ community as trans individuals with a heterosexual orientation. Gender identities and sexual orientations are diverse; therefore, while their gender identity places them within LGBTIQ+ communities, their sexual orientation does not. Nevertheless, these individuals should not be excluded from studies, as they are part of the queer communities. This approach allows for the study of individuals with LGBTIQ+ identities and heterosexual orientations, representing a significant advancement in queer tourism research. The inclusion of heterosexual people in this study is critical to reflect the diversity and breadth of queer communities, heterosexual individuals are part of the LGBTIQ+ communities. Ignoring certain segments of queer tourists means losing sight of the full picture of the realities faced by LGBTIQ+ people in all their manifestations.
Results
Measurement model and reliability analysis
First, the reliability and validity of the measurement scales are analysed. The structural equation model is divided into evaluation of the measurement model and the structural model. To evaluate the measurement model of this empirical research, we conducted four tests. First, we tested reliability and internal consistency using composite reliability (CR), in which we applied the criterion of a minimum value of 0.600 (Hair et al., 2019). All CR dimensions in the full analysis meet a minimum value of 0.600. Second, we studied the multicollinearity tests on items/indicators using the variance inflation factor (VIF). VIF values less than or equal to 5.000 (Hair et al., 2021) indicate that there are no multicollinearity problems. In the present study, collinearity posed no threat, as VIF values were less than 5.000 (Table 6). Third, we checked convergent validity through the average variance extracted (AVE). The criterion is a minimum of 0.500 (Hair et al., 2019). The AVE for the constructs was above 0.500 in the full sample, which corroborates the convergent validity of the sample. Fourth, we tested the discriminant validity through the heterotrait–monotrait ratio (HTMT). The criterion should be no higher than 0.900 (Henseler et al., 2015). The full sample met this criterion. Table 6 shows these parameters (CR, VIF, AVE and HTMT).
Measurement model by SmartPLS: CR, VIF, AVE, and HTMT.
Note: BL: belonging; CRA: comfort and relaxation attributes; CA: culture attributes; EA: enjoyment attributes; EX: experience; GA: gay-related attributes; IM: internal motivations; KN: knowledge; PH: physiological; CR: composite reliability; AVE: average variance extracted; VIF: variance inflation factor; HTMT: heterotrait-monotrait ratio.
Source: Authors’ own work.
Structural model
As regards the structural model, the results reveal that the relationship between LGBTIQ+ factors (LGBTF) and memorable tourism destination experience (MTDE) is not significant in any of the gender identities, whether mostly studied identities (β = –0.010, SD = 0.038, t = 0.264, p = 0.396) or less studied identities (β = –0.045, SD = 0.075, t = 0.597, p = 0.275), or in the various sexual orientations studied, whether mostly studied orientations (β = -0.007, SD = 0.044, t = 0.166, p = 0.434) or less studied orientations (β = -0.046, SD = 0.052, t = 0.888, p = 0.187), or for the total sample as a whole (β = -0.021, SD = 0.034, t = 0.621, p = 0.267). In contrast, both push and pull motivation exert a significant influence on the tourist's memorable experience, with very similar weights. Table 7 shows the results. It is important to note that among the push motivations is “belonging,” classified as a push motivation with LGBTIQ+ characteristics, which exerts a positive influence on the customer's memorable experience through push motivations.
Direct relationship.
Note: LGBTF: LGBTIQ+ factors; MTDE: memorable tourism destination experience; PLF: pull factors; PSF: push factors; β: beta coefficient; SD: standard deviation; T: T statistics. *p < .05.
Source: Authors’ own work.
Multi-group analysis
Finally, we analyse whether there are significant differences between the different gender identity and sexual orientation groups in order to identify moderating effects. In this section, we will perform a multiple group analysis, using the context of SmartPLS 4.0, to compare the groups under examination.
Table 8 shows the differences between two groups (mostly studied identities and less studied identities, and less studied and mostly studied orientation), concerning two specific relationships between variables. First, the columns Difference (Mostly studied identities vs less studied identities) and Difference (Less studied vs mostly studied orientation) show the extent to which the coefficient estimates differ between the groups for each specific relationship. Second, the columns P (Mostly studied identities vs less studied identities) and P (Less studied vs mostly studied orientation) indicate the statistical significance of the differences in both directions.
Multi-group analysis.
Note: LGBTF: LGBTIQ+ factors; MTDE: memorable tourism destination experience; PLF: pull factors; PSF: push factors. Relationships are significant at p < .05.
Source: Authors’ own work.
Table 8 shows that there are no differences observed in most of the relationships between variables, indicating that the difference is not statistically significant in those directions. However, it can be observed that there is a difference in relation to the variables PSF > MTDEF between the predominantly studied identity groups and the less studied identity groups. The rest of the results lead to the conclusion that the observed differences in the relationships between LGBTF > MTDEF and PLF > MTDEF among the predominantly studied identity groups and the less studied identity groups, as well as the aforementioned relationships plus PSF > MTDEF in less studied and predominantly studied orientations, are not statistically significant.
In the context of this study, the results suggest that there are no significant differences in the relationships analysed within the sexual orientation groups. In the gender identity groups, there are no significant differences except for the push factors, which significantly affect them. Sexual orientations can be considered homogeneous in terms of their tourist motivations related to the memorable destination experience. Gender identities cannot be considered homogeneous in all aspects, as they have differential elements that motivate them to leave their place of origin and discover another place. In the scope of this specific study, the motivations and factors analysed affect both the less studied sexual orientations and the predominantly studied ones uniformly, as well as the LGBTIQ+ motivations and pull factors for the predominantly studied identities and the less studied identities. Therefore, hypotheses H1, H2 and H4 are supported, but not H3 or the proposed moderating effects in H5.
Discussion and conclusions
In the results obtained within the measurement model and reliability analysis, it is evident that LGBTIQ+ motivations hold greater significance compared to other dimensions, both in the analysis of LGBTIQ+ communities as a whole and in the segmentation of less and more studied queer orientations and identities. These findings suggest that, for LGBTIQ+ tourists, these motivations represent a determining factor in the decision-making process regarding tourist destinations.
The recognition of the significant value of LGBTIQ+ motivations in the choice of tourist destinations is evident in the current research. Within LGBTIQ+ motivations encompass a range from queer nightlife (bars, clubs and other entertainment venues) of the destination (Pritchard et al., 1998) to the presence of events targeted at the LGBTIQ+ communities (Waitt and Markwell, 2006). This connection between motivations related to the LGBTIQ+ communities and travel decision-making underscores the importance of inclusion and diversity in the tourism industry (Ong et al., 2022a), driving greater attention to the needs and preferences of this market segment. LGBTIQ+ motivations highlight the importance of establishing inclusive and safe tourism environments. This need becomes apparent in light of concerns about discrimination and lack of security for the LGBTIQ+ tourists (Hughes, 2002). In order to alleviate the sense of surveillance and anxiety experienced by queer tourists, it is essential to establish environments that explicitly communicate their inclusive and welcoming nature towards sexual diversity (Ong et al., 2022b).
Following previous literature for LGBTIQ+ travellers, the choice of destination goes beyond seeking beautiful places and exciting activities. It is a quest for spaces where they can authentically be themselves, without fear of prejudice or discrimination (Hughes, 2006). Queer characteristics and destination inclusion are fundamental motivations when deciding where to spend their vacations (Vorobjovas-Pinta, 2018). The presence of inclusive laws and policies, as well as respect for different expressions of gender and sexual orientations, become important indicators when planning their trip (Clift and Forrest, 1999; Hughes and Deutsch, 2010; Szabó and Sümeghy, 2023). Establishing inclusive and diverse environments allows for the free coexistence of queer identities and orientations, fostering an atmosphere devoid of fear of potential reprisals (Ong et al., 2022b).
However, with respect to the generation of memorable customer experiences, upon conducting the structural model and multigroup analysis to validate the proposed hypotheses, it is concluded that the push motivation of belonging exerts a significant influence on customer memorable experience, which means that travel to interact socially with other queer people, to improve kinship relationships and for an opportunity to develop intimate friendships/romances are drivers in the generation of memorable experiences for queer tourist (Hughes, 1997, 2002; Clift and Forrest, 1999; Waitt and Markwell, 2006; Hughes and Deutsch, 2010). Furthermore, it could be suggested that there are push factors with LGBTIQ+ characteristics, such as personal connections (Hudson, 2015), that do hold value in the LGBTIQ+ tourist’s memorable experience. This idea emphasises that the relationships and personal bonds formed during the journey can be crucial elements in creating a meaningful and lasting experience for the LGBTIQ+ tourist (Zhou et al., 2021). The opportunity to connect with like-minded individuals, share experiences and build authentic relationships adds an important emotional and social dimension to the travel experience (Dann, 1977; Hughes, 2002; Hattingh and Spencer, 2017), contributing to its memorability and enrichment.
In contrast, LGBTIQ+ tourism motivations do not show significance in the memorable experience of the LGBTIQ+ tourist. LGBTIQ+ motivations may be a determining factor in choosing a tourist destination (Hattingh and Spencer, 2017), but their effect on the memorable experience of the destination itself may be limited compared to other aspects. Although LGBTIQ+ tourists tend to favour destinations that support and celebrate LGBTIQ+ attributes, this preference does not automatically guarantee a memorable experience for them. Queer tourists opt for destinations that reflect and respect their identity and sexual orientation (Lewis et al., 2021), searching for other factors that ensure them a memorable travel experience. Additionally, while seeking destinations that align with their LGBTIQ+ characteristics is crucial for queer tourists (Lewis et al., 2023), they are also searching for those extra, intangible factors that elevate their travel experiences. Not all queer travellers seek queer-specific activities when they travel; there are other aspects besides sexuality or queer identity in queer tourists that influence their motivations (Prayag et al., 2023a). The growing social acceptance of queer individuals (Vorobjovas-Pinta and Hardy, 2016) suggests that LGBTIQ+ individuals are increasingly moving away from the binary motivational framework of closet/ghetto once believed to be applicable (Prayag et al., 2023a).
The memorable experience of a destination may depend more on its intrinsic characteristics, such as its cultural heritage or physiological factors like rest, relaxation, belonging or escape from daily routine (Hughes, 1997). Through the results, it can be seen that an LGBTIQ+ traveller might be initially drawn to a destination's reputation as inclusive and friendly, but once there, it is the authenticity and uniqueness of the place that will truly leave a lasting impression. Push and pull dimensions may be the real drivers of experiences that endure in the traveller's memory, beyond any considerations related to queer identity and orientation.
Upon further examination of segmentation within LGBTIQ+ communities, it becomes evident that the observed dimensions carry similar weight in sexual orientations, but not in gender identities. Our study confirms uniformity in sexual orientations in the tourism experiences and motivations of LGBTIQ+ individuals, contrasting with the diversity observed in recent queer tourism research (Vorobjovas-Pinta and Hardy, 2016; Szabó and Sümeghy, 2023). Consistent with previous studies, we regard the queer tourist segment as homogeneous in terms of sexual orientation (Pritchard et al., 1998; Melian-Gonzalez et al., 2011).
Regarding gender identity, we observe that queer tourist motivations and pulls show no differentiations, reflecting homogeneity. However, queer identity may face life challenges (Prayag et al., 2023a), as having a relatively disadvantaged intersectional identity may influence travel experiences. This aspect is reflected in our study, where less studied identities differ from the more studied ones in terms of push motivations, where psychological, knowledge, belonging and internal motivations have a greater impact on memory recollection. Therefore, our results indicate that less studied identities (such as transgender and non-binary or queer identities) have distinct needs, interests and desires in terms of tourism experiences.
This finding challenges previous conceptions regarding the complete homogeneity or heterogeneity of motivations within LGBTIQ+ communities (Hattingh and Spencer, 2020; Szabó and Sümeghy, 2023), indicating that motivations related to sexual orientations emerge as a unifying factor in tourism decision-making, without implying differentiation in tourism decision-making. In contrast to differences in identities in push factors, which motivate individuals to travel to certain destinations or engage in certain tourist activities, challenges associated with identity can act as additional barriers that hinder full participation and enjoyment of the travel experience. These challenges can range from facing discriminatory attitudes from other travellers or tourism staff to the lack of services and inclusive spaces that respect and celebrate identity diversity (Prayag et al., 2023b).
These conclusions stem from the fact that less studied identities are part of a less socially recognised group (Prayag et al., 2023a) and have varying abilities to conceal their gender identity (Lewis, 2020). Queer identities face discrimination during travel (Hughes, 2002), so when travelling, they seek to ensure that their queer characteristics are protected and do not feel vulnerable due to their LGBTIQ+ identity (Hughes, 2006). Those who conform to the norm may experience less prejudice compared to those who do not (Ong et al., 2022b).
The diversity within LGBTIQ+ communities is as extensive as the diversity among individuals themselves (Ong et al., 2022a). We recognise this great diversity within queer individuals, as established in previous literature (Prayag et al., 2023b).
Management and social implications
The LGBTIQ+ tourists seek to engage in tourist activities just like any other group of tourists, but with full awareness and acceptance of their queer orientations and identities. Inclusion in tourism is crucial to ensure that LGBTIQ+ individuals do not have to sacrifice their authenticity and comfort during their travels (Clift and Forrest, 1999; Waitt and Markwell, 2006). Inclusive tourism not only benefits LGBTIQ+ communities by providing them with positive and discrimination-free travel experiences but also enriches the tourism industry as a whole by opening up new market opportunities and promoting diversity and equality. Therefore, it is imperative for the tourism sector to embrace inclusion as a fundamental principle and actively work to create a welcoming and respectful environment for all travellers, regardless of their sexual orientation or gender identity (Ong et al., 2022a). Inclusive tourism practices not only benefit LGBTQI+ communities by providing positive and discrimination-free travel experiences but also enrich the tourism industry by opening up new market opportunities and promoting diversity and equality (Vorobjovas-Pinta and Pearce, 2024).
Given the importance of queer identity and orientation in shaping travel motives and activities, it is essential for tourism products and services to be designed with the specific needs of this group of travellers in mind (Prayag et al., 2023b). When developing travel activities for queer individuals, it is crucial to address the specific needs and motivations of the LGBTIQ+ communities (Lewis et al., 2021), providing them with opportunities for personal discovery and reinvention in a safe and welcoming environment (Vorobjovas-Pinta and Pearce, 2024).
Historically, these communities have been marginalised or overlooked in many fields of study, including tourism (Valcuende del Río et al., 2023). Emphasis on the significance of gender identity and sexual orientation in the tourism context indicates that a previously lacking voice and visibility have now been granted (Zhou et al., 2021). Recognising the diversity of identities and orientations within the LGBTQI+ community promotes greater inclusion, reduction of inequalities and respect for individual needs (Vorobjovas-Pinta and Pearce, 2024). Furthermore, inclusive practices targeting marginalised groups can also foster a sense of inclusion among other individuals (Ong et al., 2022b). This research opens the door to a more comprehensive and accurate analysis of how LGBTIQ+ travel is shaped.
The importance of acknowledging and including all members of queer tourist communities in research cannot be overstated. Regardless of whether these communities exhibit homogeneity or diversity in their motivations and experiences, every individual within the LGBTIQ+ spectrum deserves to be represented and acknowledged. Recognising the diversity of identities and orientations within this group promotes greater inclusion, reduction of inequalities and respect for individual needs, which is in line with goal 10 of the United Nations Sustainable Development Goals: to build a more just and equal world.
In our journey towards building a more inclusive society, it is imperative that research and analysis encompass the perspectives and voices of queer communities (Prayag et al., 2023b). Excluding certain groups based on social recognition or numerical prevalence undermines the principles of equality and diversity (Ong et al., 2022a). Inclusive spaces should also cater to different socioeconomic levels, ensuring that all individuals can access and benefit from LGBTIQ+ tourism experiences. This involves creating accessible environments for all members of the community, regardless of their queer characteristics, socioeconomic status (Prayag et al., 2023a), physical ability, ethnicity or any other arbitrary divisions (Ong et al., 2022b), and how these factors interact to produce a more inclusive environment. By limiting studies to only certain segments of the LGBTIQ+ population, we risk perpetuating marginalisation and overlooking valuable insights that could contribute to a more comprehensive understanding of queer tourism dynamics. Furthermore, embracing the diversity within queer communities enriches the depth and breadth of research findings, enabling a more nuanced exploration of the complexities surrounding LGBTIQ+ tourism. Incorporating a diverse range of perspectives and experiences is crucial for shedding light on unique trends, challenges and opportunities within the sphere of tourism, as well as across various research disciplines.
Limitations and future research directions
Despite the progress made in this study, it is essential to recognise its limitations. This study was based on a sample of volunteers, which may introduce bias towards those who openly identify as queer, excluding those who keep their sexual orientation and gender identity private. Furthermore, by limiting the study to LGBTIQ+ people who use the internet, the findings cannot be generalised to the entire queer population.
Although significant and homogeneous motivations have been identified within LGBTIQ+ communities, the analysis has been limited to subgroups of identities and orientations based on their prominence in tourism literature. However, individually addressing each gender identity and sexual orientation would be crucial to understand if there is any type of tourism diversity within LGBTIQ+ communities. Aspects to consider could include the type of tourism (solo traveller, camping, luxury, party, events, etc.), choices of tourist destinations or economic expenditure based on sexuality and queer gender. Although this task faces challenges due to disparities in representation and population among different identities and orientations (IPSOS, 2021), it represents a promising research avenue for the future.
Another possible line of research is the possibility of exploring how tourism destinations can be inclusive for LGBTIQ+ communities. This involves investigating strategies and practices that promote inclusion, respect and diversity at all types of tourism destinations, regardless of their focus. Examining how destinations can adopt inclusive policies and attitudes could provide a broader picture of how the tourism industry can move towards an environment where equality and respect are the norm.
Footnotes
Declaration of conflicting interests
The authors declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.
Funding
The authors received no financial support for the research, authorship, and/or publication of this article.
