{"title":"性取向认同很重要:女同性恋、男同性恋和双性恋客户对服务遭遇的看法","authors":"Heejung Ro","doi":"10.1080/19368623.2023.2125473","DOIUrl":null,"url":null,"abstract":"ABSTRACT This research focuses on Lesbian, Gay, and Bi-sexual (LGB) customers’ perceptions of hospitality service encounters in regard to sexual orientation identity. A survey is developed and 177 participants are recruited from a large LGBT event in the Unites States. The MANCOVA results show that LGB customers who are more open about their sexual orientation indicate a higher importance in being acknowledged for their sexual orientation by service employees, believe that service employees are aware of their sexual orientation, and are more likely to reveal their sexual orientation when service employees misidentify them as heterosexual, compared to those who are less open about their sexual orientation. This research contributes to hospitality research by providing a better understanding of LGB customers’ perceptions of hospitality service encounters from a sexual orientation identity perspective. This research also guides hospitality practitioners to increase sensitivity in catering for sexual minority customers through effective communication and training.","PeriodicalId":47995,"journal":{"name":"Journal of Hospitality Marketing & Management","volume":null,"pages":null},"PeriodicalIF":11.9000,"publicationDate":"2022-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"Sexual orientation identity matters: Lesbian, Gay, and Bi-sexual customers’ perceptions of service encounters\",\"authors\":\"Heejung Ro\",\"doi\":\"10.1080/19368623.2023.2125473\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT This research focuses on Lesbian, Gay, and Bi-sexual (LGB) customers’ perceptions of hospitality service encounters in regard to sexual orientation identity. A survey is developed and 177 participants are recruited from a large LGBT event in the Unites States. The MANCOVA results show that LGB customers who are more open about their sexual orientation indicate a higher importance in being acknowledged for their sexual orientation by service employees, believe that service employees are aware of their sexual orientation, and are more likely to reveal their sexual orientation when service employees misidentify them as heterosexual, compared to those who are less open about their sexual orientation. This research contributes to hospitality research by providing a better understanding of LGB customers’ perceptions of hospitality service encounters from a sexual orientation identity perspective. This research also guides hospitality practitioners to increase sensitivity in catering for sexual minority customers through effective communication and training.\",\"PeriodicalId\":47995,\"journal\":{\"name\":\"Journal of Hospitality Marketing & Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":11.9000,\"publicationDate\":\"2022-09-21\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Hospitality Marketing & Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1080/19368623.2023.2125473\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality Marketing & Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/19368623.2023.2125473","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Sexual orientation identity matters: Lesbian, Gay, and Bi-sexual customers’ perceptions of service encounters
ABSTRACT This research focuses on Lesbian, Gay, and Bi-sexual (LGB) customers’ perceptions of hospitality service encounters in regard to sexual orientation identity. A survey is developed and 177 participants are recruited from a large LGBT event in the Unites States. The MANCOVA results show that LGB customers who are more open about their sexual orientation indicate a higher importance in being acknowledged for their sexual orientation by service employees, believe that service employees are aware of their sexual orientation, and are more likely to reveal their sexual orientation when service employees misidentify them as heterosexual, compared to those who are less open about their sexual orientation. This research contributes to hospitality research by providing a better understanding of LGB customers’ perceptions of hospitality service encounters from a sexual orientation identity perspective. This research also guides hospitality practitioners to increase sensitivity in catering for sexual minority customers through effective communication and training.
期刊介绍:
The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.