OFERTA Y DEMANDA EN EL MERCADO TURISTICO HOMOSEXUAL: UNA PROPUESTA DE ESTRATEGIAS DE INTERCAMBIO PARA LA MEJORA DEL MARKETING EN EL SEGMENTO
The homosexual tourism demand presents specific differential characteristics, and needs and motivations to which most of companies of the tourist industry have not known how and/or been able to respond. The present paper aims at identifying the main types of companies or organizations that operate in this market and that constitute the tourist supply, to define the peculiarities of the homosexual tourist demand as far as its necessities and expectations, and to expose a series of marketing strategies, of segmentation, positioning or marketing mix, to be followed by those companies of the tourist sector that wish to orient themselves towards the homosexual segment.