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The Impact of the Pink Dollar: Wellington as a Destination for the Gay Market

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This report investigates the economic impact of gay tourism expenditure within the Wellington region. An associated theme will be the benefits of specifically targeting the gay tourist to visit the region. There is increasing public perception that gays and lesbians have different needs than those of the rest of the community. This can be seen in the rise of gay political and commercial organizations that are well documented. However, there is a lack of clarity in specifically uncovering the economic impact of the gay dollar. In order to test this assumption, a targeted self-reported survey was included in OUT!, a gay magazine with national coverage. This publication has 500 subscribers and is also sold in general bookshops. The intention of the survey was to establish the numbers of gay men traveling to Wellington and their expenditure and reasons for travel to Wellington. In this regard the study uncovers an identifiable niche market.
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Keywords: Key words: Gay tourism; Spending; Wellington

Document Type: Research Article

Affiliations: Applied Management, UNITEC Institute of Technology, Auckland, New Zealand

Publication date: 01 March 2001

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  • Pacific Tourism Review is designed to meet the needs of the fastest growing tourism region. The tremendous changes in outbound and inbound travel patterns occurring in the wider Pacific area and their associated effects on the economy and environment demand a publication that specifically focuses on this area. Pacific Tourism Review aspires to advance excellence in tourism research, promote high-level tourism education, and nourish cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in Pacific tourism are served by documenting industry practices, discussing tourism policy and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changes in tourism patterns throughout the Pacific region.
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