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Journal of Vacation Marketing
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Sports tourism and niche markets: Identification and analysis of the growing lesbian and gay sports tourism industry

Brenda G. Pitts

Florida State University

The purpose of this study was to determine if there is a lesbian and gay sports tourism industry. Results revealed evidence of an extensive and growing industry estimated to be worth $180m within the larger lesbian and gay sports industry that is estimated to be worth $15bn. Moreover, the market is gaining increased recognition by mainstream corporate America as an affluent and viable market. Some of the results include: there is a large lesbian and gay sports industry; there is a viable lesbian and gay sports travel industry; the demand for lesbian and gay sports products has led to the creation of companies that specialise in lesbian and gay sports travel products; lesbian and gay media give increasing attention to sports events and travel; there is proliferation of sports spectatorial products; and the Gay Games have had a significant impact on sports participant and spectatorial travel.

Key Words: lesbian • gay • Gay Games • spectatorial travel • brand loyalty • participation travel

Journal of Vacation Marketing, Vol. 5, No. 1, 31-50 (1999)
DOI: 10.1177/135676679900500104
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[Abstract] [PDF]