50 Shades of Pink

This book investigates how travel destinations advertise for the LGBT market and how they are perceived by gay men. Two original researches were conducted: a content analyses of destination print advertisements targeted at gay men, and in-depth interviews with 20 self-identified gay men. Two different types of advertisements are explored: gay-window ads and out of the closet ads. The different textual and visual cues and codes of these ads are examined; including the rainbow, pink triangle, gay gaze, intimacy and gay-friendlyness. Research literature about gay travel, gay space at destinations, motivation and segmentation of the target group is reviewed. The value of the gay market and the history of gay advertisement are supported both from academic and current business resources.