GaY tOURISM dEVELOPMENT
Published on Nov 18, 2015
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PRESENTATION OUTLINE
The topic
- Marketing plan for Lepa Vida Spa
- Idea to attract a new target group - homosexuals
- Important characteristics of Lepa Vida Spa
- Unique, isolated, ecological, exclusive, limited no.
- A big opportunity and a big risk
Gay visitors profile
- Motives: relaxation, escape, self-fulfilment...
- ... regeneration, prestige
- They travel in small groups, couples or alone
- Important factors: good food, sunshine, culture...
- ... events, sports, comfortable accomodation
Other needs
- to socialize with other homosexuals
- having access to gay-friendly spaces
- to avoid homophobia
- to be tolerated
- to be among other people (not separated)
Photo by JD Hancock
Threats
- Not really a gay-friendly destination
- Disapproval by locals - homophobia
- Negative image, negative publicity
- Lepa Vida considered as only gay-space
- Less other (current) visitors
Photo by Leo Reynolds
Oppurtunities
- Positive publicity
- Support from LGBT communitiy
- Positive image of Porotorož and Lepa Vida
- Destination as an all people-friendly way
- Economic benefits, reducing seasonality, events
Photo by Leo Reynolds
Consclusions
- A very appealing segment
- Chance to promote the destination
- The level of tolerance and acceptance ...
- ... in the destination must be questioned
- Research needs to be done
Photo by Leo Reynolds
