Gay domestic tourists’ motivation: The case of Bali

• Babolian Hendijani, Roozbeh ^[1]
  1. [1] Bina Nusanatara University
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 19, Nº. 2, 2023, págs. 39-49
• Idioma: inglés
• DOI: 10.18089/tms.2023.190203
• Enlaces
  • Texto completo (pdf)
• Resumen
  • português

    Com base na literatura sobre turismo gay, motivação de turistas gays e homossexualidade, este artigo examina os principais determinantes da motivação para viajar de turistas gays num mercado turístico conservador e sua satisfação com o destino de Bali. Os resultados determinaram atributos importantes que podem ser úteis para os profissionais de marketing e stakeholders na Indonésia, a fim de desenvolver estratégias de marketing mais eficientes e obter um melhor conhecimento desse nicho de mercado. Foi utilizada ama abordagem quantitativa a partir de questionários distribuídos entre turistas gays em Jacarta, Indonésia. Análises descritivas e de regressão linear múltipla foram utilizadas para analisar as experiências de 150 turistas gays domésticos na ilha de Bali. Os resultados identificaram escape, experiência e paz como fatores significativos para turistas gays, e amizade, locais, praia, vida noturna e beleza natural como perspectivas de destino que afetam a satisfação com as férias. Os resultados aprimoram o corpo existente de literatura sobre turismo gay, especificamente no contexto asiático, e são úteis para gestores e profissionais de marketing no melhor entendimento desse segmento de mercado de nicho.

  • English

    Building upon existing literature on gay tourism, gay tourist motivation,and homosexuality, this article explores the primary determinants ofmotivation to travel for gay tourists in a conservative market and theirsatisfaction with Bali, an Asian and peripheral destination. The studyaims to provide valuable insights for destination marketers andstakeholders in Indonesia, enabling them to develop improvedmarketing strategies tailored to this niche tourism market. Aquantitative approach was employed, utilizing self-administeredquestionnaires distributed among gay tourists in Jakarta, Indonesia.Descriptive and multiple linear regression analyses were conducted toanalyze the experiences of 150 gay domestic tourists in Bali, Indonesia,as a tourist destination. The findings identified escape, experience, andpeace as significant factors influencing gay tourists' satisfaction, whilefriendliness, venue, beach, nightlife, and natural beauty were identifiedas destination attributes impacting holiday satisfaction. These findingscontribute to the existing body of literature on gay tourism, particularlywithin the Asian context, and provide valuable insights for destinationmanagers and marketers seeking a deeper understanding of this nichemarket segment.

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