{"title":"Understanding gay tourists’ involvement and loyalty towards Thailand: The perspective of motivation-opportunity-ability","authors":"Xinyi Liu, Xiao Fu, Yue Yuan, Zhiyong Li, Chattharika Suknuch","doi":"10.1177/13567667221147318","DOIUrl":null,"url":null,"abstract":"Gay tourists are increasingly important for destination segment marketing, but little attention has been paid to gay tourism in Asian destinations. This research focuses on the internal and external factors of gay travelers that make them travel in Thailand and explores their interactions with destination loyalty. We first conduct semi-structured interviews to explore the motivation, opportunity and ability (MOA) of gay tourists traveling to Thailand and then integrate the concepts of involvement and loyalty into MOA theory to explain destination loyalty formation using structural equation modeling (SEM). The results indicate that gay men's travel motivation and ability have positive relationships with their destination involvement and destination loyalty, while their travel opportunity has a positive relationship only with their destination loyalty. Additionally, gay men's destination involvement positively influences their destination loyalty. These findings provide valuable practical implications for developing gay destinations and promoting gay tourism in Asia.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":null,"pages":null},"PeriodicalIF":4.5000,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Vacation Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/13567667221147318","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 1
Abstract
Gay tourists are increasingly important for destination segment marketing, but little attention has been paid to gay tourism in Asian destinations. This research focuses on the internal and external factors of gay travelers that make them travel in Thailand and explores their interactions with destination loyalty. We first conduct semi-structured interviews to explore the motivation, opportunity and ability (MOA) of gay tourists traveling to Thailand and then integrate the concepts of involvement and loyalty into MOA theory to explain destination loyalty formation using structural equation modeling (SEM). The results indicate that gay men's travel motivation and ability have positive relationships with their destination involvement and destination loyalty, while their travel opportunity has a positive relationship only with their destination loyalty. Additionally, gay men's destination involvement positively influences their destination loyalty. These findings provide valuable practical implications for developing gay destinations and promoting gay tourism in Asia.
期刊介绍:
Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.