Queer-friendly tourist destinations: how are they perceived by the LGBTIQ+ communities?

Mar Algueró Boronat, Rosa María Rodríguez Artola and Miguel Angel Moliner Tena

Current Issues in Tourism, 2025, vol. 28, issue 16, 2630-2648

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.

Date: 2025
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DOI: 10.1080/13683500.2024.2378137

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