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Marketing gay tourism in Manchester: New market for urban tourism or destruction of ‘gay space’?

Manchester Metropolitan University, UK, h.hughes{at}mmu.ac.uk

The scope for exploiting the tourism potential of cities is, in marketing terms, limited to promotion, image-generation and product-positioning. Marketers identify the strengths of the city and target particular market segments. In this paper, the case of Manchester (UK) and its marketing campaign targeted at the gay men’s market are examined. The factors influencing gay men’s holiday choices are discussed prior to a description of the marketing campaign. The paper explores the likely impact of this campaign upon the significance of the ‘gay space’ of Manchester. It concludes that whilst the gay tourism market is a particularly apt one for Manchester to target there are implications for the life of gay residents which are undesirable.

Key Words: gay tourism • marketing • urban tourism • Manchester • gay space

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