Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Annual Conference

Feeling free: the effect of a hotel self-perceived gay-friendliness on its intention to escape from online travel booking agents

Published: May 27, 2020


Marco Visentin, University of Bologna; Annamaria Tuan, University of Bologna


gay-friendly; B2B; online travel booking agents


The goal of this study is to determine the effect of a hotel management’s involvement in the gay-friendly cause on its intention to escape from big online travel booking agents. Since extant literature does not provide a scale to measure the self-perceived gay-friendliness of a business, we develop an original measurement scale of the self-perceived gay-friendliness, including the three dimensions of gay-friendly involvement, participation in the gay-friendly network, and gay-friendly welcome. Since traditionally the B2B literature focuses on the intention to continue or to strengthen the relationship, we investigate the unexpected possibility that non-economic beliefs, such as the perceived gay-friendliness of the business, may determine the decision of hotels to quit the relationship with online travel platforms. Our findings are supported by a unique set of more than two-hundred observation collected by interviewing hotels management.