ATTITUDES, FRIENDLINESS OF THAI HOSTS AND THEIR PERCEPTION OF GUESTS’ BEHAVIOR AFFECTING THEIR WILLINGNESS TO SERVE THE LGBT GUESTS

Abstract

           The objectives of this research were 1) to study hosts' attitude towards LGBT tourists; 2) to study hosts’ friendliness towards LGBT tourists; 3) to study hosts’ perception of LGBT tourists’ behavior; and 4) to study hosts’ willingness to welcome LGBT tourists. The sample comprised 400 accommodation/hotel providers and guides in Bangkok. The research instrument was a questionnaire, and the data were analyzed using statistical devices of frequency, percentage, mean, standard deviation and multiple regression analysis.

            The results of this study indicated the following: 1) Overall, the hosts’ attitude towards LGBT people was at a moderate level, and their perception of the LGBT people’s lifestyle as a personal matter received the highest average; 2) Overall, the hosts were queer-friendly, and their perception of the LGBT people as normal people received the highest average; 3) Overall, the hosts perceived inappropriate behaviors of LGBT people at a moderate level, and their perception of LGBT people’s intimate behavior such as hugging and hand-holding received the highest average; and 4) Overall, the hosts were willing to welcome LGBT tourists at a high level, and their willingness to welcome LGBT tourists in their workplaces received the highest average. The hypothesis testing results showed that the hosts’ attitudes and friendliness affected the willingness to welcome LGBT tourists. On the other hand, perceiving inappropriate behaviors of LGBT people did not affect the willingness to welcome LGBT tourists.