After the EnGAYgement. . .
Author: Sean Gorrod
3 Commentries
Abstract - Gay honeymooning is a recently new concept in the tourism industry. This paper addresses the issues with gay tourism as well as heterosexual honeymooning, to get a feel for the trends in each. Primary research will then be carried out to identify the current trends in homosexual honeymooning to see if these differ from motives in gay tourism and trends in the honeymoon market.
Key words- Homosexual Honeymooning, Gay Tourism, Motives, Trends.
There is a common perception that gay men are frequent and intensive holidaymakers' (Hughes, 2006: 47). This is due to the majority (77%) obtaining professional and managerial positions, leading to a higher than average disposable income (Penaloza, 1996). The gay market, also referred to as the pink market has become rather attractive to the eye of marketers globally (Hughes & Deutsch, 2010). Mintel (2000) illustrated that 23% of the gay market take three or more holidays annually compared to the 11.3% of heterosexual adults. Furthermore, a quantifiable survey was conducted by the Community Marketing Inc (CMI) and from this; Roth (2001) was able to show that the US gay travel market represents US$54.1 billion, which equalled 10% of the US travel sector revenue (IGLTA, 1999), thus reinforcing the importance of the pink market and their role within the tourism industry.
From a previous survey conducted by Clift et al (2002) it was established by 300 LGBT respondents that the two main experiences on their holiday consisted of, feeling comfortable accounting for 96% of the respondents and rest and relaxation (95%). The idea of feeling comfortable on holiday for this niche segment of holidaymakers is key to their decision making process. The idea of discomfort, discrimination or even physical or verbal abuse is not how the gay market enjoys their holiday (Hughes, 2002). Therefore, in order for this comfort and acceptance on holiday, LGBT tourists generally stick to countries that are more understanding to their behaviour and mannerisms.
Many destinations have become popular by the gay market by the motivations of relaxation and comfort, in particular many costal destinations throughout Europe such as Mykonos, Ibiza, Gran Canaria and Torremolinos. In terms of long haul destinations, places which are renowned for gay events like Mardi Gras, Gay Prides and the Gay Games (Markwell & Waitt, 2009), have provided destinations like Sydney, New York, & San Francisco to appeal to the pink market by rejuvenating their typical product and catering also to gay people (Miles, 2000).
Traditionally, honeymoons are taken by newlyweds to celebrate their marriage in seclusion. Stereotypical trends in honeymoon destinations consist of couples visiting exotic and romantic destinations. The importance of a honeymoon is a cultural 'necessary prelude to middle class married life' (D'Cruze, 2001: 382).
It was found through primary research that the main destinations to cater for heterosexual honeymooners were usually exotic destinations; places like the Maldives, Mauritius, and the Caribbean, all of which are notorious to discriminate against homosexuals.
Although honeymoon travel is not a well established topic within the literature of tourism, the minority which is published, solely focuses on straight couples. Yet, the importance of gay honeymooning within the tourism sector cannot be ignored since more than 274,000 gay people are expected to marry in the UK alone (Kumar, 2010), and the pink tourism honeymoon market is set to become worth up to 600 million pounds (US$ 1.3 billion) (Johnson, 2005).
Research showed 18 (33%) of the places providing opportunities for gay honeymoons were situated around the USA. This is because; the US is one of the infamous destinations to allow gay marriage as well as specialising in niche products for their market (Holcomb & Luongo, 1996).
One of the latest trends in the honeymoon market is to marry within Disneyworld. Since 2007, Disney announced that gay couples are now permitted to wed within the grounds along with heterosexual couples. The new package is now available as the Disney mission statement declares 'something for everyone' and before 2007, this wasn't the case for homosexuals. It enhances Disney's notorious role in the hyperreal i.e. turning dreams into reality (Baudrillard, 2005) and feeling comfortable and escaping the harsh conditions of the real (Hannigan, 1998), a key incentive in gay travel patterns (Hughes, 2002).
It was announced that the most common motives to visit a gay holiday destination were to feel comfortable and relax (Clift et al, 2002). From the research conducted, the same patterns emerge for gay honeymoon travel. However, the results from this study proved that honeymoon travel is taken at destinations which have legalised gay marriage accounting for 56% of the total.
On the other hand, gay newlyweds are subject to taking risks in their decisions. This is because some of the blogged entries regarding gay honeymooning were notorious to discriminative behaviour towards homosexuals. It also clarifies that the homosexual honeymooners want to have the real experience of a paradise honeymoon just like heterosexuals and therefore destinations like Mauritius and the Maldives become significant to those prone to taking that risk, to gain a sense of equality.
In conclusion, this paper demonstrates that destinations are becoming more aware to the increase in homosexuals and in a matter of years; many more destinations will accept gay marriage leading to a dramatic change in trends. LGBT newlyweds will simply carry on taking risks, visiting destinations which show prejudices against homosexuals, to gain the feeling of a 'real' honeymoon. This will then suggest that feeling comfortable, a key motive for gay travel (Clift et al, 2002) could be jeopardised in the long run.
Key References:
Clift, S., Luongo, M., & Callister, C. (2002). Gay Tourism: Culture, Identity and Sex. London: Continuum.
Hughes, H. (2002). Gay Men's Holiday Destination Choice: A Case of Risk and Avoidance. International Journal of Tourism Research , 4 (4), 299-312
Hughes, H. (2006). Pink Tourism: Holidays of Gay Men and Lesbians. Oxford: Cabi Publishing.
Key words- Homosexual Honeymooning, Gay Tourism, Motives, Trends.
There is a common perception that gay men are frequent and intensive holidaymakers' (Hughes, 2006: 47). This is due to the majority (77%) obtaining professional and managerial positions, leading to a higher than average disposable income (Penaloza, 1996). The gay market, also referred to as the pink market has become rather attractive to the eye of marketers globally (Hughes & Deutsch, 2010). Mintel (2000) illustrated that 23% of the gay market take three or more holidays annually compared to the 11.3% of heterosexual adults. Furthermore, a quantifiable survey was conducted by the Community Marketing Inc (CMI) and from this; Roth (2001) was able to show that the US gay travel market represents US$54.1 billion, which equalled 10% of the US travel sector revenue (IGLTA, 1999), thus reinforcing the importance of the pink market and their role within the tourism industry.
From a previous survey conducted by Clift et al (2002) it was established by 300 LGBT respondents that the two main experiences on their holiday consisted of, feeling comfortable accounting for 96% of the respondents and rest and relaxation (95%). The idea of feeling comfortable on holiday for this niche segment of holidaymakers is key to their decision making process. The idea of discomfort, discrimination or even physical or verbal abuse is not how the gay market enjoys their holiday (Hughes, 2002). Therefore, in order for this comfort and acceptance on holiday, LGBT tourists generally stick to countries that are more understanding to their behaviour and mannerisms.
Many destinations have become popular by the gay market by the motivations of relaxation and comfort, in particular many costal destinations throughout Europe such as Mykonos, Ibiza, Gran Canaria and Torremolinos. In terms of long haul destinations, places which are renowned for gay events like Mardi Gras, Gay Prides and the Gay Games (Markwell & Waitt, 2009), have provided destinations like Sydney, New York, & San Francisco to appeal to the pink market by rejuvenating their typical product and catering also to gay people (Miles, 2000).
Traditionally, honeymoons are taken by newlyweds to celebrate their marriage in seclusion. Stereotypical trends in honeymoon destinations consist of couples visiting exotic and romantic destinations. The importance of a honeymoon is a cultural 'necessary prelude to middle class married life' (D'Cruze, 2001: 382).
It was found through primary research that the main destinations to cater for heterosexual honeymooners were usually exotic destinations; places like the Maldives, Mauritius, and the Caribbean, all of which are notorious to discriminate against homosexuals.
Although honeymoon travel is not a well established topic within the literature of tourism, the minority which is published, solely focuses on straight couples. Yet, the importance of gay honeymooning within the tourism sector cannot be ignored since more than 274,000 gay people are expected to marry in the UK alone (Kumar, 2010), and the pink tourism honeymoon market is set to become worth up to 600 million pounds (US$ 1.3 billion) (Johnson, 2005).
Research showed 18 (33%) of the places providing opportunities for gay honeymoons were situated around the USA. This is because; the US is one of the infamous destinations to allow gay marriage as well as specialising in niche products for their market (Holcomb & Luongo, 1996).
One of the latest trends in the honeymoon market is to marry within Disneyworld. Since 2007, Disney announced that gay couples are now permitted to wed within the grounds along with heterosexual couples. The new package is now available as the Disney mission statement declares 'something for everyone' and before 2007, this wasn't the case for homosexuals. It enhances Disney's notorious role in the hyperreal i.e. turning dreams into reality (Baudrillard, 2005) and feeling comfortable and escaping the harsh conditions of the real (Hannigan, 1998), a key incentive in gay travel patterns (Hughes, 2002).
It was announced that the most common motives to visit a gay holiday destination were to feel comfortable and relax (Clift et al, 2002). From the research conducted, the same patterns emerge for gay honeymoon travel. However, the results from this study proved that honeymoon travel is taken at destinations which have legalised gay marriage accounting for 56% of the total.
On the other hand, gay newlyweds are subject to taking risks in their decisions. This is because some of the blogged entries regarding gay honeymooning were notorious to discriminative behaviour towards homosexuals. It also clarifies that the homosexual honeymooners want to have the real experience of a paradise honeymoon just like heterosexuals and therefore destinations like Mauritius and the Maldives become significant to those prone to taking that risk, to gain a sense of equality.
In conclusion, this paper demonstrates that destinations are becoming more aware to the increase in homosexuals and in a matter of years; many more destinations will accept gay marriage leading to a dramatic change in trends. LGBT newlyweds will simply carry on taking risks, visiting destinations which show prejudices against homosexuals, to gain the feeling of a 'real' honeymoon. This will then suggest that feeling comfortable, a key motive for gay travel (Clift et al, 2002) could be jeopardised in the long run.
Key References:
Clift, S., Luongo, M., & Callister, C. (2002). Gay Tourism: Culture, Identity and Sex. London: Continuum.
Hughes, H. (2002). Gay Men's Holiday Destination Choice: A Case of Risk and Avoidance. International Journal of Tourism Research , 4 (4), 299-312
Hughes, H. (2006). Pink Tourism: Holidays of Gay Men and Lesbians. Oxford: Cabi Publishing.