If you plan on protesting a ban on same-sex marriage, what better place than West Hollywood, a town known nationwide as a center for gay activism and politics?

But go there on vacation?

West Hollywood — where more than a third of the population identify themselves as gay, lesbian, bisexual or transgender — is well-known to locals and draws many visitors from around the state. But it’s not a major national or international destination.

Now the city, eager to shore up revenues, wants to expand its reach. And it’s with good reason: Even in a slumping economy, gay and lesbian tourists tend to wield more disposable income and are more likely to spend on travel and leisure than heterosexual tourists, studies have shown.

The gay travel segment is so hot that American Airlines, among other large corporations, has a marketing manager whose job is to reach out to that demographic.

• Read the full Los Angeles Times story.