Purpose
The purpose of this study is to examine the effects of physical servicescape, social servicescape and age on gay consumers’ evaluations of a LGBT advertisement of a gay bar of a gay bar.
Design/methodology/approach
A 2 × 2 × 2 experimental design was used to test the effects with a sample of gay males in the USA. Data were analyzed using ANCOVA and bootstrapping mediation.
Findings
Results of this study indicate a statistically significant three-way interaction effect of the two independent variables and age on the gay bar’s perceived LGBT (lesbian/gay/bisexual/transgender)-friendliness. Perceived friendliness mediated the effects of the independent variables on behavioral intentions. Furthermore, the mediation effect was moderated by the age cohort.
Research limitations/implications
The findings indicate a changing perception of gay servicescape between the older and younger gay men. Implications for hospitality managers are provided.
Originality/value
This research contributes to the servicescape literature by expanding the realm of research to gay servicescape and gay consumers, an emergent and more visible hospitality segment.
