Cultural Perceptions and Identity Formation of Chinese Tourists in Thailand’s LGBTQ+-Friendly Tourism: A Qualitative Inquiry
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Abstract
The objectives of this study were to explore how mainstream tourists from culturally conservative backgrounds perceive and respond to LGBTQ+-inclusive tourism environments. Focusing on Chinese tourists in Thailand, the research examined how these encounters influence cultural perception and identity formation. Adopting a qualitative methodology grounded in the constructivist paradigm, the study conducted 25 semi-structured interviews and employed grounded theory techniques, including open, axial, and selective coding. The findings reveal a dynamic three-stage transformation process—perceptual reframing, identity negotiation, and post-travel integration—shaped by five key variables: cultural familiarity and contrast, symbolic engagement, emotional safety and liberation, reflective identity awareness, and behavioral intention toward social openness. Theoretically, the study extends cultural perception theory by introducing symbolic interactions with gender and sexual diversity and refines identity theory by highlighting unintentional, affect-driven self-reflection among non-LGBTQ+ individuals. Practically, the research offers insights for tourism managers and stakeholders seeking to create inclusive, emotionally safe, and culturally resonant destinations. This study contributes new knowledge by showing that LGBTQ+-friendly tourism can serve as a catalyst not only for leisure and cultural consumption but also for identity exploration, empathy, and cross-cultural understanding, particularly among travelers previously unfamiliar with gender and sexual diversity.
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