Travel behavior among Malaysian gays : A comparison between Malay, Indian and Chinese ethnicities / Sumithra Retnam
To date, little research has been completed on the Malaysian gay market segment. Their preferences are almost unknown when it comes to travelling, such as their destination choice, motivation, and activities. As the gay market is known worldwide to be a lucrative market segment, an in-depth in...
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| Summary: | To date, little research has been completed on the Malaysian gay market segment. Their
preferences are almost unknown when it comes to travelling, such as their destination choice,
motivation, and activities. As the gay market is known worldwide to be a lucrative market
segment, an in-depth insight on their travel behavior is crucial. This study aims to provide
marketers within the tourism industry with a comprehensive understanding on this rewarding
market segment. As Malaysia is a multi-ethnicity nation, the preferences of each Malaysian
cannot be generalized. As such, this study provides an overall view of the Malaysian Gay
Travelers and further discusses the specific consumer behavior and preferences by individual
ethnicities. |
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