Hotel Guests' Customer Value: LGBTQ Perspective.

The LGBTQ hotel selection criteria are considered one of the most important determinants to improve and maintain global hotel room occupancy. However, the existing literature has failed to offer a holistic taxonomy of such phenomenon because the current researchers have concentrated primarily on Western locations and overlooked Asian contexts. Gaining insights from the Asian context, Cambodia in particular, may provide a better picture of such a phenomenon. LGBTQ online comments on the TripAdvisor website were analyzed, and the findings suggest that six dimensions of customer value (condition, function, emotion, reputation, epistemic, and social value) are accountable for LGBTQ hotel selection criteria. The findings are important because they guide hoteliers in building their marketing strategies to attract this target market. [ABSTRACT FROM AUTHOR]