Exploring critical aspects of the contemporary family tourism experience: a qualitative approach from the LGBTQ+ influencers’ perspective

Resumo

This study aims to illuminate the modern family tourism experience through a less-explored lens – that of LGBTQ+ families. For decades, the family life cycle has served as a valuable tool in tourism marketing and understanding the intricate dynamics of tourist decision-making. However, as our social landscape continues to evolve, new family models emerge, demanding the tourism market to adapt to their unique needs and desires. In the broader context of Diversity, Equity, and Inclusion (DEI), this exploratory study seeks to uncover the ways in which LGBTQ+ families are influenced by social media influencers. More specifically, social media content created by a highly influential blogger was analyzed by employing the analytical capabilities of Leximancer. Social media content offers new avenues for tourism marketers to align their strategies as per the customer likings (Creevey, Kidney & Mehta, 2019) and has also become an essential source of information for tourists deciding where to go and what to do at a destination (Seunghyun, Hyung & Chihyung, 2018). Yet, to the best of our knowledge, it has not been explored in family tourism settings. Major findings show that safety, acceptance, gay friendliness, privacy, personalized attention and positive attitudes expressed from tourism stakeholders (residents, staff working in the travel and tourism industry) are critical to meet the needs and wants of the segment. Variety of choices is also a highly appreciated aspect while evaluating destination attractiveness from the side of LGBTQ+ travelers. Such variety includes dedicated LGBTQ+ events, options offering them a sense of community, inclusive tourism attractions destination, exploration activities, opportunities to live and express their feelings without sensing any fear (couple activities), and connection to the natural environment. Premium offerings also emerge as an element that could thrill the LGBTQ+ family traveler. In conclusion, this study underscores the need for the tourism industry to adapt to the evolving landscape of family models and to prioritize the values of safety, acceptance, and diversity in catering to LGBTQ+ family travelers. By doing so, destinations and businesses can create more inclusive and welcoming environments, ultimately benefiting both travelers and the industry itself.