Linking travel motives to identity and travel behavior of the Australian LGBT market during COVID-19

Using push-pull and identity-based motivation theory, this study examines the link between the push motives of the LGBT market, their identity, pull activities and travel patterns (location) during COVID-19. With a sample of 473 Australian LGBT travelers, this study identifies four motivation segments (Social Butterflies, Escapists & Safety Seekers, Blurring Binaries and Conformists). These segments differ on their identity (self and social) and travel activity choices, highlighting the heterogeneity within the LGBT market. The findings have implications for designing experiences and their marketing for the different segments of LGBT travelers post COVID-19.