LGBTQ+-friendly destination image scale : a multi-dimensional identity-based approach

Abstract

This study develops and validates a multi-dimensional identity-based scale for measuring LGBTQ+-friendly destination images, grounded in the sexual orientation, gender identity, and gender expression dimensions. Through qualitative and empirical testing with 654 international tourists in Thailand, the scale demonstrates strong psychometric properties, including reliability, convergent validity, discriminant validity, and nomological validity. The overall LGBTQ+-friendly destination image significantly predicts tourists’ satisfaction, word-of-mouth, and revisit intentions, highlighting its predictive validity. Notably, LGBTQ+ friendliness has universal relevance; while friendliness toward diverse sexual orientations and gender expressions is a central determinant for all tourists, including non-LGBTQ+ travelers, friendliness toward diverse gender identities holds particular importance for LGBTQ+ travelers. The scale is designed for broad application in assessing LGBTQ+-friendly destination images in diverse tourism contexts. This validated tool offers destination marketing organizations a comprehensive framework to assess and enhance LGBTQ+ friendliness, benefiting both LGBTQ+ and non-LGBTQ+ travelers through its association with general safety and openness.