Chasing the rainbow: promoting LGBT Tourism on social media : case company: GayTravelFinland

The LGBT community is gradually stepped out of its closet and draws attention to pub-lic recognition. It is essential to understand the impacts of this unique characteristic in the context of the tourism industry. Several tourism organizations underrated or even abandoned the power of the pink dollars. This research aims to interpret the needs of this sole segment and the roles of social media. The mixed research method includes the observation of tourism webpages, interviews with different tiers of the LGBT community, and in-depth interview with a case study. The analysis of grounded theory formed the patterns and themes. There are various selections of consuming social media platforms by diverse spectrums within LGBT groups. Hyper targeting to LGBT community is essential by defining seasonal needs and motives of interest. Identifying tourism products besides targeted tourism marketing strategies to reach out to the community. Amplifying diversity and inclusiveness play an essential role in marketing strategies. Those results are crucial to affirm the “pink dollar” values and help marketers effectively access this segment of the tourism industry