LGBTQ hotel selection criteria: a thematic analysis method

Abstract

Purpose

This study aimed to investigate the lesbian, gay, bisexual, transgender and queer (LGBTQ) hotel selection criteria.

Design/methodology/approach

A thematic analysis was performed to explore 104 LGBTQ traveler comments based on TripAdvisor's top five LGBTQ hotels in Thailand.

Findings

The results indicated that tangible and intangible hotel attributes influence the LGBTQ community's hotel selection.

Practical implications

The results emphasize the need for hoteliers to understand the diversity of the LGBTQ community's hotel selection criteria and adjust or adopt different marketing strategies to engage and attract LGBTQ travelers.

Originality/value

This study contributes to the tourism literature by showing the importance of recognizing the LGBTQ community's hotel selection criteria and providing recommendations to improve product quality and services of hotels.

Citation

Herjanto, H., Garza, R.F. and Amin, M. (2024), "LGBTQ hotel selection criteria: a thematic analysis method", Journal of Hospitality and Tourism Insights, Vol. 7 No. 4, pp. 2199-2215. https://doi.org/10.1108/JHTI-06-2023-0440