Travel Reference
In-Depth Information
Implications for Tourism
The concept of 'family' as applied to gay men and lesbian women is as
amorphous as it now is in heterosexual relationships. Gay men and lesbian
women have not usually been regarded as having family other than in the
sense of their own parents and siblings. The reluctance of many societies to
accept homosexuality has resulted in gay men or lesbian women creating
their own families - often a network of friends. Members of the families
of origin may, though, continue to play important and committed support
roles, leading to extended families or dual families.
Gay men and lesbian women have entered into partnerships prior to
any legal recognition and have lived as families. Family life practices and
roles may not always have mirrored those in heterosexual families, even
in legally recognised same-sex partnerships. The presence of children gives
rise to further variations of the gay and lesbian family. There are indisput-
ably a number of gay or lesbian families which include children and it is
evident that there is no single 'model' of the gay or lesbian family. There
does, though, seem to be some justification for identifying a number of
market segments - at the least, singles, partners and those with and those
without children. It is almost impossible to identify a typical family and, as
such, development and marketing of holiday products for this market will
be difficult. Families with children face particular issues in public acceptance
and this will be reflected in holiday requirements.
The market for gay men and lesbian women without children is currently
recognised as a desirable and profitable segment and is targeted by a number
of destinations and suppliers, including airlines, hotels and tour operators
(Guaracino, 2007; Hughes, 2006). Gay men and, to a lesser extent, lesbian
women are identified as being well off in terms of both income and leisure
time. Gay men in particular have been targeted, with an emphasis on beach
and sun holidays products for younger males, though cities have also been
positioned for this market. There is a greater diversity of products - such as
activity and adventure holidays and cruises - on offer in the USA, where
the market size is greater. There are relatively few holiday products targeted
at lesbian women; there is limited evidence of their holiday preferences
but what there is suggests a demand for 'quieter ' destinations and types of
holiday than are preferred by men. Marriage and similar arrangements have
led to the development of gay and lesbian honeymoon holiday products.
Most gay and lesbian people appear to remain single or in relationships that
are not legally recognised. There is not, in the immediate future, likely to be
a significant change in this 'without children' market.
Consideration of holiday motivations and requirements, holiday and
destination choice issues and the decision process is likely to be complex.
Those relating to a single gay or lesbian person holidaying alone or with
friends are likely to be different from those relating to a gay or lesbian couple
