The impact of age on gay consumers’ reaction to the physical and social servicescape in gay bars
Purpose: The purpose of this study is to examine the effects of physical servicescape, social servicescape and age on gay consumers’ evaluations of a LGBT advertisement of a gay bar of a gay bar. Design/methodology/approach: A 2 × 2 × 2 experimental design was used to test the effects with a sample of gay males in the USA. Data were analyzed using ANCOVA and bootstrapping mediation. Findings: Results of this study indicate a statistically significant three-way interaction effect of the two independent variables and age on the gay bar’s perceived LGBT (lesbian/gay/bisexual/transgender)-friendliness. Perceived friendliness mediated the effects of the independent variables on behavioral intentions. Furthermore, the mediation effect was moderated by the age cohort. Research limitations/implications: The findings indicate a changing perception of gay servicescape between the older and younger gay men. Implications for hospitality managers are provided. Originality/value: This research contributes to the servicescape literature by expanding the realm of research to gay servicescape and gay consumers, an emergent and more visible hospitality segment.
Year of publication: |
2019
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Authors: | Olson, Eric ; Park, Heelye (Jason) |
Published in: |
International Journal of Contemporary Hospitality Management. - Emerald, ISSN 0959-6119, ZDB-ID 2028752-5. - Vol. 31.2019, 9 (09.09.), p. 3683-3701
|
Publisher: |
Emerald |
Saved in:
Online Resource
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