Handbook of LGBT Tourism and Hospitality

HANDBOOK OF LGBT TOURISM AND HOSPITALITY
A Guide for Business Practice

By
Jeff Guaracino
Ed Salvato

250 pages
22 color illustrations
Hardcover, $90.00 ISBN: 978-1-939594-18-1
Softcover, $45.00 ISBN: 978-1-939594-17-4
E-book, $39.99 ISBN: 978-1-939594-19-8

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LIST OF FIGURES

ACKNOWLEDGMENTS

MILESTONES IN LGBT HISTORY, TOURISM, AND MARKETING

FOREWORD
Bob Witeck

INTRODUCTION

Open Access
This chapter covers the following foundations of LGBT tourism and hospitality: your “elevator pitch”:the importance of developing a specific program for LGBT tourism;sizing the LGBT segment: buying power; the importance of the LGBT segment in the travel industry;tips before launching your LGBT marketing campaign; success in the LGBT travel market: and top ten tips from Jeff and Ed.

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2. Business Essentials

This chapter covers the following essential information about the LGBT travel market: understanding key segments and focusing your resources; lesbian travel; bisexual travel; putting the T in LGBT travel;LGBT family travel trends; the top ten trends in LGBT travel; and training, staff, business policies, and employee resource groups.

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3. Business Opportunities

This chapter covers the following business opportunities in the LGBT travel segment: LGBT tourism and hospitality businesses; LGBT events, festivals, and sporting events; LGBT sports to drive revenue and visitation; Pride festivals; tailoring your mainstream product with an LGBT twist; welcome signs and symbols; the cruise industry; LGBT tour operators; gays and the motor coach; airlines; hotels and lodging;meetings, conventions, and business groups; milestone celebration travel;and navigating controversies and turning them to your advantage.

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4. Marketing Your Business

This chapter includes the following sections on marketing your business:setting your marketing goals, budget, and staff; getting your advertising history straight; strategies for building an effective marketing campaign;the changing media landscape; great content in context is your foundation; communications, public relations, and media relations; smart press trips; LGBT print advertising and gay- inclusive creative; online and digital marketing; marketing through mobile phone apps; ten tips to keep your LGBT campaign and your destination competitive; and ten classic principles of successful LGBT marketing.

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5. The Global View: Opportunities and Challenges

This chapter includes the following sections on domestic and international LGBT destinations and opportunities: Asia; Argentina; Brazil; Canada; China; Colombia;Europe; India; Israel; Japan; Mexico; United Kingdom; and the United States beyond New York and San Francisco.

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6. Trends and Industry Resources

This part offers a wealth of resources for those in the hospitality and tourism business—market research: companies, data, surveys, and reports; associations and conventions; advocacy organizations; conferences and expositions; further reading; and an annotated bibliography.

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Open Access
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Open Access
Available for reading, sharing, downloading, and online re-distribution at no charge (with attribution).