Hotel Perception and Attitude Towards the LGBT Market: The Case of Northern Portugal

Abstract

For a destination that wants to build a strong relationship with the LGBT consumer, knowledge of the market is vital. The involvement and attraction of the LGBT market, regardless of its motivation, should focus on creating a safe and welcoming environment for LGBT travellers, interacting with understanding and respect. This study aims to analyse the specificities of this segment and its acceptance in the accommodation offer in the North of Portugal, through email contacts from two fictional and distinct couples - one LGBT and one heterosexual. By requesting information and availability of accommodation by these couples, results indicate discriminatory behaviour towards homosexuality manifested by the non-response / denial of access to accommodation. Nevertheless, when responding, there are no less friendly, affectionate, attentive or hospitable, nor even a quality deficit in the responses.