With the concern of rainbow marketing, sexual minority travelers have become highly vigilant when evaluating hotels’ LGBT-friendly marketing with their authenticity. It is important to scrutinize how sexual minority guests interpret brand authenticity toward LGBT-friendly hotels and form personal meanings during their stay. For this reason, this study proposes brand authenticity as a starting point for authenticity formation, which leads to existential authenticity and brand loyalty. Confirmatory factor analysis and PROCESS analysis were used to analyze data collected from sexual minority guests who visited LGBT-friendly hotels within the last 2 years. The findings indicate that (1) brand authenticity is an antecedent to brand loyalty and (2) the relationship between brand authenticity and brand loyalty is mediated by existential (intrapersonal and interpersonal) authenticity. Thus, in building on the multifaceted concept of existential authenticity, this study adds new theoretical insight into hotel marketing and management strategies.

中文翻译：

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品牌真实性和存在真实性在培养 LGBT 友好型酒店的品牌忠诚度中的作用

随着彩虹营销的关注，性少数旅行者在评估酒店LGBT友好营销的真实性时变得高度警惕。重要的是要仔细审视性少数客人如何解读 LGBT 友好型酒店的品牌真实性，并在入住期间形成个人意义。因此，本研究提出将品牌真实性作为真实性形成的起点，从而导致存在真实性和品牌忠诚度。采用验证性因素分析和 PROCESS 分析来分析从过去 2 年内访问过 LGBT 友好酒店的性少数客人收集的数据。研究结果表明，（1）品牌真实性是品牌忠诚度的先决条件，（2）品牌真实性和品牌忠诚度之间的关系是由存在（个人内部和人际）真实性调节的。因此，在存在真实性的多方面概念的基础上，本研究为酒店营销和管理策略增添了新的理论见解。