Defining the Gay Tourist Niche: Marketing and Ethical Considerations

Niche tourism is associated with the differentiation, competitive advantage, and sustainability, of tourist destinations. However, limitations and moral implications of niche strategies have been raised. These apply particularly acutely to the gay tourist niche. Depth interviews reveal the ambivalence of gay individuals towards gay tourism. Sexuality appears an inadequate basis for distinguishing tourists. Gay tourism descriptions are perceived as stereotypes; unrepresentative and potentially insulting. The variety and multiplicity of tourism pursued by gay individuals is not recognised. Nor are concerns for the alienation, isolation, and stigmatisation, produced by gay tourist labels. The effectiveness and ethics of defining tourists based on sexuality, is therefore challenged.