Customer attributions for LGBT-friendly branding hotels and skepticism

Author:

Ro Heejung,Kang Juhee

Abstract

Purpose This paper aims to examine the relationships between motives, skepticism and brands evaluations in the LGBT-friendly branding hotels context. Design/methodology/approach An online survey is created and 278 LGBT participants are recruited through a consumer panels firm. The research model is tested through structural equation modeling. Findings Values-, stakeholder- and strategic-driven motives are negatively related to skepticism, while egoistic-driven motive is positively related to skepticism. Also, sexual orientation openness moderates the relationship between stakeholder-driven motives and skepticism. Finally, skepticism is negatively related to brands evaluations. Research limitations/implications The research findings are limited to the LGBT-friendly hotels. However, this research contributes to the CSR and LGBT consumer research by examining the relationships between the four motives and skepticism considering LGBT customers’ sexual orientation openness level. Practical implications Hotels should devote greater efforts to communicating that their LGBT-friendly branding efforts are genuine by acknowledging both the social benefits and the business interests. Social implications As more and more hotels promote themselves as LGBT-friendly brands, a key challenge is reducing skepticism by appropriately conveying their motives. This research sheds light on this critical issue. Originality/value Although existent research on LGBT-friendliness has established its importance; there is a lack of understanding as to how customers perceive LGBT-friendly branding hotels. This research examines the four motives of hotels presenting themselves as being LGBT-friendly and their relationships to skepticism.

Publisher

Emerald

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