Promotional material continues to under-represent the diversity of the population. We’ve been so used to seeing white faces in advertisements that to see anything other is a surprise. But is that the response marketing experts want? Then there are the stereotypical images, especially related to older people and people with disability. People with disability also like to travel, often within a family group. So how well are these, and other groups, represented in promotional material?
A recent research project in the US critically assessed promotional materials: brochures, rack cards, websites and online booking platforms. They found that fifty per cent mentioned disability in some form. This included “disabled” and “handicapped”, “wheelchair” and “special needs”. They found that outdated language remained the norm. Indeed, some language was considered harmful for people with disability.
The article covers some important ground in the area of inclusive tourism. Promotional material gives an impression of a destination or venue. Visual and textural representations were either absent or stereotypical. Industry as a whole has been slow to respond to what is estimated to be 25% of the prospective market. Their promotional material reinforces their lack of interest in this market.
Globally, over one billion people experience some form of disability. The number of people with disabilities (PWDs) continues to rise due to an ageing population, the spread of chronic diseases, and improvements in measuring disabilities. However, tourism promotional materials continue to perpetuate a homogenous gaze catering to non-disabled audiences. Thus, informed by critical disability theory, and an inclusive tourism approach, this study explores how PWDs are represented in tourism promotional materials, specifically tourism brochures, from the American Southeast. Through a content analysis of over 200 county level brochures from nine south eastern states and interviews with state level tourism marketing directors, three emergent themes were identified: ADA compliant is ‘good enough’; ‘Diversity’ means including more people of color or ‘ethnic’ groups; and Pets are welcomed but how about PWDs? The findings offer insights for inclusive tourism and breaking down the physical and psychological barriers that hinder PWD participation in travel and tourism.
If Greece can make one of their most ancient heritage sites accessible then there are no excuses for others. Besides, everyone should have the opportunity to share in a nation’s culture and heritage. Smooth surfaces and lots of free space makes a visit to the famous Acropolis enjoyable for everyone.
The project was not approached from a maintenance perspective; that is, upgrading paths built at least fifty years ago. The pathways follow archaeological findings over the years, restoring the ancient route of the Panathinaion Way.
The brief article in the Greek Reporterprovides a little more information with two videos.
An explanatory video is in Greek and without English subtitles. However, the four minute video gives a good idea of the access improvements regardless of language.
A new lift replaces the one installed for the Paralympic and Olympic Games in 2004. Good news for those who visited Athens for the Games.
Lake Macquarie City Council is taking accessible holiday accommodation seriously. Last year they began a project to install four accessible cabins in their holiday parks. Council tested the market for the new design and the feedback was integrated into the design. Some of the elements that were considered important, especially for wheelchair users and their families were:
Not all museums are grand institutions such as the British Museum. Many small museums are run on the efforts of volunteers, donations and entry fees. So, upgrading premises, exhibits and interpretive signage to be accessible to all poses challenges. But legal obligations require adjustments to provide accessibility. It also means that people with disability can join as volunteers more easily. The Come-In! Guidelines from Europe tackles some of the issues for small and medium-sized museums.
Come-in! Guidelines provide a practical way forward for small and medium-sized museums. It lays down some principles to guide processes and to meet legal obligations. Language, the “service chain” and staff training are the key aspects of the guidance. The principles include:
Disabled people have a right to be included in all the activities of museums and galleries.
Museums and galleries should engage in a dialogue with people with disabilities to find out what they need and wish, and how to deliver it.
Barriers to access for people with disabilities should be identified and dismantled to enable and empower them to participate.
Universal design principles should be the basis for inclusive practice in museums and galleries.
The implementation of best, inclusive, practice should be adopted to ensure that disability issues are included in all areas of a museum or gallery’s activities.
This process must be ongoing, long-term, achievable and sustainable. It should be reflected in the museum’s policies and strategic planning, and implementation should be led by senior management.
The European Union acknowledges its obligations under the UN Convention on the Rights of Persons with Disabilities. Consequently, the document is framed with this in mind. The information in this guideline is good for any attraction or tourist destination. The Come-In! Guidelines are detailed and practical, and not just policy words.
Getting away from it all is something we all need for our health and wellbeing. But not everyone has the means of doing this. Being excluded as a tourist goes beyond physical and other levels of capability. It extends to people without the money to have a holiday. But it goes further than that. In developed countries the concept is applied to people looking for low cost tourism. In developing countries the focus is on the visited community rather than the visitor.
An article on social tourism discusses how the concept of social tourism has changed over time. It can help both the visitor and the visited community under the banner of Tourism for All. Socially sustainable tourism, community-based tourism and volunteering tourism have also fallen under the banner of social tourism. Consequently, in the literature, social tourism is not clearly expressed as tourism for people who are disadvantaged.
Abstract: The term ‘social tourism’ has been ambiguously interpreted since its inception in the early 20th century, when the focus of tourism was mainly for the financially disadvantaged and socially excluded travellers. Such concept was indeed important to increase social participation in tourism through social and political interventions. Tourism today has transformed with several innovative business ideas, diverse stakeholder participation, new forms of tourism involving the ageing population and people with disability, decreased cost of travelling that allows the inclusion of more middle income groups in leisure trips, rapid growth of tourism in emerging economies, and the recognition of tourism as more than a luxury phenomenon. Literature rarely discusses the inclusive aspects of social tourism when new forms of tourism arise. This study attempts to describe three aspects of social tourism: (a) how social tourism is perceived in different socio-cultural and geographical settings; (b) what are the excluded elements of social tourism; and (c) change in demography of potential socially excluded groups. The study also explains the trends of special forms of tourism and its relevance to social tourism inclusion. The paper offers a wider theoretical engagement and understanding of a growing shift in patterns of social tourism and touristic experience in the present and future.
See also the book, Handbook of Social Tourism. The synopsis reads, “This thought-provoking Handbook considers the impact and challenges that social tourism has on people’s lives, integrating case studies from around the world. Showcasing the latest research on the topic and its role in tackling the challenges of tourism development, chapters explore the opportunities presented by social tourism and illustrate the social imperative of tourism as a force for good”.
Without overseas visitors we have to make the most of the domestic market. The COVID downtime is an opportunity for tourism operators to make the most of domestic travellers. One area where gains can be made is making the business more inclusive. Whether it’s accommodation, dining, parks, gardens, or attractions, there is a market ready, willing – they just need to be able. The Travability website has an article that lists some of the steps businesses can take to be more inclusive and accessible. It’s the way to increase profits.
1. Use the downtime to review the current facilities on offer that are accessible, both at individual operator and destination wide. 2. Prepared detailed accessibility guides and publish them on both operator and destination websites. Saying something is accessible means nothing – people need detail. Say what is actually there and provide good photographs and let a potential visitor make up their own mind. 3. Co-design experiences with local disability groups. Don’t assume adventure activities are out of the question. Many are not. Don’t think limitations, think how to include. 4. Look closely at community infrastructure: good footpaths, beach matting or beach wheelchairs can open a market for the whole region. 5. Look at marketing opportunities and include people with a disability in mainstream marketing material. Remember many disabilities are invisible and also think about children. So it doesn’t have to be all about wheelchairs. 6. Seek professional advice from organisations recognised as accessible tourism specialists. 7. Don’t be scared to play in the accessible tourism market. Co-design, and learn from feedback. As with all tourism activities the greatest joy comes from seeing visitors enjoying their experiences and leaving changed in some way.
Editor’s note: One area not covered in the article is working across the whole destination by joining up businesses such as accommodation with attractions. A whole place needs to be accessible. Businesses working together is also a good strategy.
Wide open vistas, mountain wilderness and crystal clear lakes attract visitors from near and afar. But the very nature of these landscapes means they aren’t easily accessible to everyone. This is a situation where assistive technology meets universal design. Providing a specialised track wheelchair or beach wheelchair, for example, cannot do the job alone. It still needs an accessible travel chain.
Having an all-terrain wheelchair is only one part of the tourism experience. Apaper reporting on a case study of specialised mobility devices shows the importance of user testing. Getting in and out of the device, operating it, and being part of a group, all need testing for convenience and useability before they become part of the service. The authors used the principles of universal design in their study and sum up with the following:
The entire customer journey must be accessible: toilets, parking, cafes, cable car, etc.
Transfers must be supervised by trained staff
Trails must be tested, marked and secured
Emergency procedures set up in case of an accident
Training courses for tourism service staff in the use of assistive technology
The devices are expensive and hiring might be a better option
Tourist destinations based on the natural environment can be inclusive if there is joined up thinking. That is, joining up service delivery and staff training with the physical environment and, at times, the addition of some assistive technologies.
The title of the articleis, Improving the Accessibility of Touristic Destinations with an Assistive Technology For Hiking – Applying Universal Design Principles Through Service Design. The article mentions the Freedom Trax device and the video below shows the device in action. Courtesy their Facebook page.
Abstract: Accessible Tourism focus on the logistical attributes being accessible to all and on the process to develop accessible products and services with all stakeholders of the touristic destination. Assistive technologies can be used to improve the accessibility of touristic destination and attraction. Some assistive technologies are designed for hiking. However, their integration on the customer journey has to be designed as a service. To this end, universal design principles and guidelines can be used to design products and services accessible to all. Universal design and accessible tourism are both rooted in the social model of disability, which states that it is the society who is disabling. The potential and the conceptualization of applying universal design principles for tourism has been widely discussed. However, little has been done to operationalize this idea. In this article, we demonstrate how to cocreate with users an accessible touristic service based on an assistive technology who enables hiking for people using wheelchairs. Our main findings illustrate the pros and the cons of using and assistive technologies and the importance of considering the whole customer journey to improve the accessibility of touristic destinations.
How difficult can designing a bus stop be? Turns out there are lots of elements to consider. Bus stops are one element of an accessible and inclusive travel chain. Each country has their own format or standards for bus stops. But this doesn’t help visitors who are unfamiliar with the design and how it works.
Accessible bus stops are more than a stop sign and perhaps a seat with a shelter. It has to fit within an accessible urban environment. Footpath materials, information and communication and street furniture all have a part to play. A bus stop outside an airport in Portugal is the subject of a case study. The researchers looked specifically at older travellers. They were able to compare bus stops back home with the one at the airport and give useful feedback and share ideas. Portugal is a favourite destination within Europe so there were many comparisons.
The results were generally consistent across the responses regardless whether the respondent had a disability. Many of the responses were fairly obvious, such as barrier-free footpaths and no obstacles around the bus stop. Shelters with seats at a suitable height and easy to read timetables rated as important. Of course, a bus stop is useless if you can’t use the bus, so low floor buses were important.
Abstract: Sustainable mobility demands an integrated approach covering all modes of transport in a built environment designed for everyone. Social inclusion strategies required the improvement of transportation for people with reduced mobility. Universal accessibility has been incorporated into urban renovation processes, settlement, housing and transportation. Assessments have been made in measuring the performance of spatial indicators and usually consider technical parameters and/or user perception. In the context of accessible tourism, infrastructures and services have been adapted to be inclusive for all. Accessible built environments are required hence urban spaces, buildings, transport vehicles, information technology & communication, and services must bear in mind the approach of Age Sensitive Design. The research project Accessibility for All in Tourism focuses on bus stops designed to be age-friendly and inclusive. A questionnaire was developed for the elderly tourist aged 60+ about their perceptions of bus stop environments in their countries. Findings indicate that elderly tourists with disabilities are more critical of the existing accessibility conditions, and have a greater perception of the inclusive characteristics of bus stops. Furthermore, although older people take barrier-free spaces into account, there is some criticism around pedestrian crossings, bench design and the lack of room for wheelchair users.
With borders opening up and people anxious for a get-away, the tourism industry is set for a boost. However, not everyone will be able to take advantage of new-found freedoms. With no international tourists likely for a while, tourism operators need to make the most of the local market. That means being more accessible and inclusive.
increase their knowledge about the market for accessible tourism
develop strategies to improve the accessibility of their operation to appeal to a wider range of visitors of all abilities and ages
understand their legal obligations in relation to inclusive and accessible tourism.
The guide also includes information to assist people with disability in planning a holiday. Local government can use this guide to: support and promote inclusive tourism across businesses, festivals, events and public spaces; and to incorporate inclusive and accessible design into their design codes and planning guidelines. Download the guide from the link on the Queensland Government website.
Travelling to work is one thing. Travelling for work is another. A recent study of Australian university staffwho travel for work revealed common difficulties. All participants reported that their disability, whether declared or not, affected their ability to undertake work-based travel. Some of their necessary compromises involved extra cost at their own expense.
There are four things that make travelling for work difficult for people with disability. They are the way the current system is designed, stigma and victimisation, self reliance and asking for help. And of course, double the effort that anyone else takes for an event-free journey. These factors also apply to the tourism sector. That’s because academics who frequently travel for work might extend their stay for a short vacation. They might take their family too.
The university travel booking service on campus often asked participants to seek additional information themselves. This was not seen as part of the service. One participant found it easier to bypass the system and do their own bookings even though they had to foot the bill. Potentially, the system isn’t smooth sailing for others either.
Another participant was told by a supervisor they couldn’t be an academic if it meant travelling overseas. Booking travel also meant revealing a previously hidden disability. This is a tricky area. Other articles have revealed the reticence to declare a disability for fear of discrimination and disbelief.
Abstract: In an ideal world, inclusive travel services would value each person, support full participation and seek to embrace the similarities, as well as the differences, to be found in society. Anecdotally at least, it seems the unspoken truth for many individuals with a disability is that efforts to engage in any form of travel are often thwarted by poor service provision, systemic bias and discrimination. Using an inductive line of inquiry, this Australian study sought to detail how staff with a disability in the higher education sector negotiated their work-related travel responsibilities. Findings revealed that many felt compromised by current systems and practices with many required to go ‘above and beyond’ that expected of their work colleagues. The results of the research project serve to inform employers about the often unvoiced challenges employees with disabilities face when meeting work-based travel expectations. The findings also contribute directly to the transformative service research agenda by offering clear insight into how the travel and hospitality industry might be more inclusive of employees travelling for work-based purposes to the benefit of all parties.