Towards SDG5 Unveiling the Dynamics of the Gay Tourism Industry through Social Media Analysis and Implications for Gender Equality

Abstract

The advancement of the gay tourism industry is a critical step towards realizing gender equality in tourism (SDG5). This study sought to penetrate the layers of the gay tourism market by analyzing pertinent tweets, thus illuminating the dynamics of this crucial sector of sex minority tourism. Using the NVivo 12.0 software, we embarked on an exploration of a robust data-set of 2202 tweets related to gay tourism. The resultant analysis yielded gay tourism perspective and gay travel experience are primary nodes within the landscape of gay tourism. Analysis of the tweets revealed various themes such as gay tourism bars, events, sex tourism, relationships, rights, and more. Each theme was explored in detail and supported with tweets to provide context. Word frequency analysis provide the dominant position of gay and identity in gay tourism. Hierarchical analysis identifies the attribution of different codes. Comparative analysis proves the theoretical saturation of the coding process. Sentiment analysis further shed light on public sentiment, ranging from very negative to very positive, offering a rich tapestry of varied perspectives and experiences. In the gay tourism perspective, salient themes emerged, such as the need for gay tourism assistance, the exploration of the 'gay tourism gene', understanding gay tourism relationships, the role of gay tourism bars, and the relevance of gay tourism events. The gay travel experience node presented an array of key themes like travel plans for gay individuals, the challenges and experiences of air travel for gay individuals, the influence of gay tourism books, and popular travel areas for the gay community. Finally, we conceptualize the gay tourism with a theoretical framework. The research offers crucial insights into the representation and discourse of gay tourism on social media. The mixed-methods approach, involving both qualitative and quantitative aspects, can serve as a blueprint for future researchers studying similar sociocultural phenomena. The exploration of public sentiment and the diverse experiences of gay tourists provide valuable cues for the tourism industry to foster a more inclusive environment. It also signifies the power of social media as a tool to gauge public sentiment and draw actionable insights for the improvement of tourism experiences for the LGBTQ+ community.