Gay and lesbian customers' perceived discrimination and identity management

This research focuses on how gay and lesbian customers perceive potentially discriminatory attitudes and behaviors of service employees in the hospitality setting. Based on 143 gay men and 154 lesbian women participants, the results show that perceived discrimination at the group level is significantly higher than at the personal level. Two identity management strategies are identified: passing strategy involves customers avoiding personal questions and trying to appear heterosexual, while revealing strategy involves customers disclosing their sexual orientation and confronting negative gay and lesbian stereotypes. Gender differences are found in both perceived discrimination and identity management strategy. Lesbian women are found to have higher perceived discrimination than gay men, and they are more likely to engage in revealing strategy than gay men. The findings of this research contribute to hospitality research by confirming the personal/group discrimination discrepancy, identifying two identity management strategies, and documenting gay men and lesbian women differences.