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The sexual and gender normativities of servicescapes: A queer social identity perspective

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  • Vongvisitsin, Thanakarn Bella
  • Wong, Antony King Fung
  • Alegre, Brenda Rodriguez
  • Manner-Baldeon, Fanny
  • Tse, Po Man

Abstract

The tourism and hospitality industry encompasses a wide range of customer segments, including a diverse representation of sexual orientation, gender identity and expression, and sex characteristics. This study explores the experiences of LGBTIQ+ customers within servicescapes via social identity theory. Adopting a queer ethnographic approach, the study conducted in-depth interviews with twenty-seven participants identifying with non-normative sexual and gender identities within the Pan-Asian region. Through inductive thematic analysis, six key themes are identified: heteronormativity, cisnormativity, endonormativity, gender essentialism, gender patriarchy, and misandry myth. The study introduces a novel conceptualisation of sexual and gender normativities, with interdisciplinary implications, that challenge the conventional knowledge of servicescapes. Additionally, the study includes practical recommendations for businesses and policymakers to foster more inclusive societies.

Suggested Citation

  • Vongvisitsin, Thanakarn Bella & Wong, Antony King Fung & Alegre, Brenda Rodriguez & Manner-Baldeon, Fanny & Tse, Po Man, 2025. "The sexual and gender normativities of servicescapes: A queer social identity perspective," Annals of Tourism Research, Elsevier, vol. 111(C).
    • Handle: RePEc:eee:anture:v:111:y:2025:i:c:s0160738325000040
    DOI: 10.1016/j.annals.2025.103898
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    References listed on IDEAS

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    1. Valcuende, José M. & Blanco-López, Juan & Pichardo, J. Ignacio, 2023. "Media, cruising, gay sex and tourist destinations," Annals of Tourism Research, Elsevier, vol. 101(C).
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    3. Reddy-Best, Kelly L. & Olson, Eric, 2020. "Trans traveling and embodied practices: Panopticism, agency, dress, and gendered surveillance," Annals of Tourism Research, Elsevier, vol. 85(C).
    4. Haghighat, Darius & Berro, Tala & Torrey Sosa, Lillian & Horowitz, Kayla & Brown-King, Bria & Zayhowski, Kimberly, 2023. "Intersex people's perspectives on affirming healthcare practices: A qualitative study," Social Science & Medicine, Elsevier, vol. 329(C).
    5. Gannon, Martin & Taheri, Babak & Olya, Hossein, 2019. "Festival quality, self-connection, and bragging," Annals of Tourism Research, Elsevier, vol. 76(C), pages 239-252.
    6. Vorobjovas-Pinta, Oskaras, 2018. "Gay neo-tribes: Exploration of travel behaviour and space," Annals of Tourism Research, Elsevier, vol. 72(C), pages 1-10.
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