The sexual and gender normativities of servicescapes: A queer social identity perspective

The tourism and hospitality industry encompasses a wide range of customer segments, including a diverse representation of sexual orientation, gender identity and expression, and sex characteristics. This study explores the experiences of LGBTIQ+ customers within servicescapes via social identity theory. Adopting a queer ethnographic approach, the study conducted in-depth interviews with twenty-seven participants identifying with non-normative sexual and gender identities within the Pan-Asian region. Through inductive thematic analysis, six key themes are identified: heteronormativity, cisnormativity, endonormativity, gender essentialism, gender patriarchy, and misandry myth. The study introduces a novel conceptualisation of sexual and gender normativities, with interdisciplinary implications, that challenge the conventional knowledge of servicescapes. Additionally, the study includes practical recommendations for businesses and policymakers to foster more inclusive societies.