LGBTQ旅游部分手册

HANDBOOK ON THE LESBIAN, GAY,BISEXUAL, TRANSGENDER AND HANDBOOK ON THELESBIAN, GAY, BISEXUAL, HANDBOOK ON THE LESBIAN, GAY, BISEXUAL,TRANSGENDER AND QUEER (LGBTQ) TRAVEL SEGMENT All rights reserved. The contents of this report may be quoted, provided the source is given accurately and clearly.Distribution or reproduction in full is permitted for own or internal use only. While we encourage distribution viapublicly accessible websites, this should be done via a link to ETC’s corporate website,www.etc-corporate.org The designations employed and the presentation of material in this publication do not imply the expression of anyopinions whatsoever on the part of the Executive Unit of the European Travel Commission. Data sources: This report is based on research conducted by Peter Jordan, Gen C Traveller(https://genctraveller.com)and should be interpreted by users according to their needs. This publication is intended to provide accurate information and includes material from sources considered to bereliable. It is provided with the understanding that the European Travel Commission, a not-for-profit organisationand the author are not rendering any professional services, disclaims any warranty concerning informationprovided, assumes no liability for advertising claims and reserves the right to accept or reject any advertising. It should also be recognised that within this Handbook on the LGBTQ Travel Segment, while the data used wereaccurate at the time of compilation and printing, some changes due to revisions and/or changes in collection mayhave occurred since publication. Published by the European Travel CommissionRue du Marché aux Herbes, 61, 1000 Brussels, Belgium Website:www.etc-corporate.orgEmail:info@visiteurope.com ISBN No:978-92-95107-17-5 This report was compiled and edited by:Peter Jordan, Gen C Traveller on behalf of the European Travel Commission Cover Photo: © Casa Batlló,https://www.casabatllo.es/en/ Designer: Matthew Griffin (on behalf of the IGLTA Foundation) ACKNOWLEDGEMENTS This handbook was prepared by Peter Jordan, Founder of Gen C Traveller Consultant Services,on commission to the European Travel Commission (ETC). This report forms part of ETC’s ongoing advocacy agenda and was carried outunder the supervision of Jennifer Iduh (ETC Executive Unit). The European Travel Commission would also like to acknowledge the support and valuable contributionof John Tanzella and LoAnn Halden of the International Gay and Lesbian Travel Association (IGLTA) Furthermore, the European Travel Commission would like to thank Sean Howelland Amy Colton of Hornet Networks for their valuable assistance with data collection We would like to acknowledge the contributions of all other organisations and experts who were interviewedor involved in the collection of case studies for the completion of the Handbook. The compilation of thisHandbook would not have been possible without the willing cooperation of all of those who generously CONTENTS 1.INTRODUCTION...........................11 1.1BACKGROUND TO THIS HANDBOOK......................121.2REPORT OVERVIEW............................131.3DEFINING LGBTQ TOURISM.........................13 1.4WHY THE LGBTQ SEGMENT?.........................13 2.THE STATE OF LGBTQ TOURISM WORLDWIDE................15 2.1THE ORIGINS OF LGBTQ TOURISM.......................162.2MAPPING THE LGBTQ MARKET SEGMENT....................162.3GROWTH AND DIVERSIFICATION.......................17 3.THE CHARACTERISTICS, MOTIVATIONS AND PERCEPTIONS OFLGBTQ TRAVELLERS FROM EUROPE’S LONG-HAUL MARKETS..........30 3.1THE CHALLENGE OF COLLECTING INSIGHTS ON LGBTQ CONSUMERS..........323.2METHODOLOGY OVERVIEW.........................323.3RESPONDENT CHARACTERISTICS.......................333.4EUROPEAN TRAVEL EXPERIENCE.......................353.5FUTURE TRAVEL PLANS..........................363.6EUROPEAN TRAVEL AMBITIONS AND PREFERENCES................37 4.SUCCESS WITH THE LGBTQ MARKET: COMPETITOR ANALYSIS AND CASE STUDIES..52 4.1BACKGROUND TO THE COMPETITOR ANALYSIS..................534.2THE LGBTQ TRAVELLER’S DILEMMA......................554.3MATURE VS. EMERGING DESTINATIONS.....................55 5.CONCLUSIONS AND RECOMMENDATIONS.................62 5.1GENERAL CONCLUSIONS..........................635.2CONCLUSIONS: CONSUMER INSIGHTS.....................645.3STRATEGIC RECOMMENDATIONS.......................65 FOREWORD It is widely acknowledged that tourism remains one of the world’s most dynamiceconomic sectors and an important driver of economic and social development. Europeremains the world’s number 1 tourist destination worldwide and holds more than 50% ofthe share of worldwide tourism. In order to achieve the sustainable growth of the industryand ensure its future potential for European economies and employment, Europe must Businesses in many corners of the world are increasingly responding to the shifts indemand from LGBTQ travellers and are responding to these changes by marketin