Word of mouth is a powerful marketing tool. So what customers talk about when they share their tourist activities is important information. But what do they talk about and how can destination businesses listen to this information? A study published in Current Issues in Tourismlooks at customer to customer (C2C) co-creation of inclusive tourism. The study was carried out in a heritage context. The perceptions of customers with disability were interviewed and observed. The aim was to identify what was of value in terms of inclusion or exclusion. The bottom line, as is almost always the case, is to involve users in designing the visitor experience. It’s a basic tenet of universal design.The title of the paper is, C2C co-creation of inclusive tourism experiences for customers with disability in a shared heritage context experience. You can ask the authors for a copy on ResearchGate. If you have institutional access, it is available online from Taylor & Francis.Abstract:This study explores customer-to-customer (C2C) social co-creation practices in tourism when customers with and without disability share a heritage service environment. Despite a growing prevalence of heritage- and disability-related research in the tourism literature, few scholars have examined the phenomena from the emergent customer-dominant logic (CDL) perspective. This study makes empirical use of the perceptions of customers with disabilities (CwD) in a recent process of co-creation of CDL within the context of heritage sites through qualitative ethnographic techniques, interviews and observation methods. A sample of 125 individuals with and without disabilities participated in the fieldwork. The objective was to identify C2C social practices that occur among CwD and their related value, leading to either inclusion or exclusion. The results reveal the importance of focusing on C2C co-creation opportunities which create a value outcome. This paper provides heritage managers with clear guidance for creating inclusive and enabling servicescapes.
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 title of the article is, Beyond accessibility: exploring the representation of people with disabilities in tourism promotional materials. 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.
Abstract
Globally, over one billion people experience some form of disability.The number of people with disabilities (PWDs) continues to rise due toan 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.
There’s a growing realisation that accessibility does not equal inclusion. Getting in and out of somewhere is only the beginning. Being able to participate on an equal basis requires inclusive thinking and design. This includes the tourism sector. Being accessible is not the same as being inclusive.
Martin Heng, formerly of Lonely Planet, has an article in New Mobility that addresses this issue from a tourism perspective. He argues that the term “Accessible Tourism” is unhelpful. It has helped identify a market segment in economic terms, and some operators are on board. But it only goes so far. Change is slow and piecemeal.
Heng’s article is titled, “It’s Time to Move Beyond Access to Inclusion“. He concludes his article by saying we need to go beyond market segment ideas. We need to encourage the tourism industry to adopt an inclusive mindset.
Language and labelling is important. Choosing the right terms can make a big difference. “Accessible” is strongly linked with disability – particularly wheelchair users. “Inclusive” makes us think more broadly – families, people from diverse backgrounds, children and older people.
Listed as one of the world’s most liveable cities, Melbourne is now aiming to be the most visitable. Visit Victoria and Destination Melbourne have produced resources for both business and visitors. For businesses yet to get on board with being visitable, the individual visitor pages serve as examples of what to look for and what actions to take. Accessible Tourism – it’s your business resource kit has six short chapters with case studies:
Discover what you are missing Explore your local area Make low cost changes Assess your building a facilities Describe your business Promote your business Develop a business plan
The PDF version of the kit with graphics has not thought about accessibility of the document in terms of font contrast. However, the Word version addresses this and also reminds us that not all people can access a PDF document.
The Word version cuts out all the graphics and is not only more accessible for screen readers, it is also a better version for printing pages for checklists.
The tourism sector continues to follow the medical model of disability where it’s the fault of the individual’s body rather than the design of the world around them. This approach affects the language used in promotional material. It also reinforces the mistaken idea that accessible “products” need to be special and separate. Stefania Gandin’s article looks at the language used in the tourism sector and the way tourism and travel is promoted. Understanding the social model of disability could help operators understand it is more than just catering to a particular physical condition. It is a matter of thinking of disability as a human characteristic and not being afraid to talk about it in promotional material and websites. Or, of developing only specialised disability-specific products as being “accessible tourism”. The underpinning principle of inclusive tourism is being able to independently enjoy holiday or leisure time without any barriers or problems. The move from the terminology of “accessible” tourism to “inclusive” tourism could also help.
There will always be a need for specialist tourism products, particularly for people with physical disabilities who want adventure activities. But this does not take account of everyone, including people with health conditions who want to travel in groups. After all, many disabilities are invisible.
Abstract: This study illustrates the preliminary results of a corpus-based analysis aimed at discovering the main linguistic features characterising the promotion of tourism for special-needs travellers. Even if accessible tourism represents an important sector in the market, not only for its social and moral importance but also for its strong economic potential, detailed research on the linguistic properties of tourism for disabled people is still rather limited and mainly tends to focus on the problems of physical access rather than considering the ways to improve its promotional strategies. Through a comparative corpus-based analysis, this paper will investigate the relevant linguistic features of a corpus of promotional materials advertising holidays and tourist services for the disabled, and relate them to the communicative strategies of two other corpora dedicated to the standard and translational language of tourism. The aim of this research is to show how mainstream tourism discourse still considers disability as a taboo topic, mostly ignoring or vaguely mentioning it in the general promotion of tourist destinations. The study will also attempt to suggest new linguistic and social attitudes aimed at stylistically improving and further including the accessible tourism sector within the overall tourism promotion.
Tourism Australia has a web page titled Accessible Tourism. It is not a “how to” page. It gives a brief description of what accessible tourism is and Australian policies and legislation. Then it refers readers to a list of other organisations or guides listed below. This is not an exhaustive list, but it is a good start for tourism businesses, planners and local government.
PhotoAbility– Stock image library featuring individuals with disabilities in travel, leisure and lifestyle settings.
Push Adventures – offers advice to make tourism businesses inclusive and accessible by a whole range of guests.
Sydney for All– A visitors’ guide to Sydney using universal icons to help users decide which attractions provide the appropriate level of access.
Accessible Victoria – The official tourist site for Melbourne and Victoria. Includes information on accessible accommodation, activities and attractions and the best ways to get around in Melbourne and Victoria.
Queensland Inclusive Tourism Guide – a guide for making businesses more accessible and inclusive. Covers legal obligations, knowledge about the market, and strategies to improve the accessibility to appeal to a wider range of visitors of all abilities and ages.
TravAbility– TravAbility is dedicated to Inclusive Tourism through education, advocacy, and by providing accessibility information for the world’s best travel destinations.
Travellers Aid Australia – An organisation that provides simple, practical travel-related support and aid to help visitors of all backgrounds travel independently and confidently.
Vision Australia – Vision Australia has fact sheets on issues relating to people who are blind and vision impaired. The fact sheets range from accessible design for homes to customer service tips.
Including people with disability also includes people with young children in prams, older people, and people with temporary disabilities. Accessible, or inclusive tourism is about ensuring tourist destinations, products and services are accessible to everyone, regardless of their physical limitations, disabilities or age.
International travel is a great experience for everyone especially when operators get on board with inclusive thinking. In his latest article, Martin Henggoes beyond the rights arguments to explain the economics of inclusive travel. With a growing market of older travellers tourism and travel businesses need to step up to take advantage. Heng also picks up the issue of terminology: “accessible” makes people think of compliance for wheelchair users. But he rightly points out that wheelchair users are a small proportion of the population that has some kind of disability or chronic health condition. That’s why we should be calling it “inclusive travel”.
Heng goes on to list the easy, cost effective things that businesses can do. And not just thinking about the building. Easy to read fonts on menus and other information materials, TVs with captioning options, and websites that provide relevant visitor information about rooms, attractions and services. The article has several pictures showing Martin in various overseas locations. The title is What is accessible travel, and why should we be talking about it? Martin Heng works for Lonely Planet as their Accessible Travel Manager.
A new magazine, Travel Without Limits, is specifically aimed at individuals and families living with disability. The first issue is 48 pages of information, personal stories of travel experiences from around the world, and of course travel advertisements. It also contains travel tips for people with specific disabilities from small children to older adults. The publisher is Travel with Special Needs which also runs a website with holiday information.
Editor’s Note: This online magazine is on the Issuu platform which, in my opinion, is not the most accessible. Even expanding the page size 200% did not help the small size or clarity of the font. I couldn’t see an option to download a PDF version. It will be interesting to see if the magazine improves matters for people with disability when they travel. My feedback about a successful trip has more to do with the quality and availability of the information about accessibility, as well as staff competence in welcoming guests with disability. Good to see this as an addition to the inclusive tourism sector. Perhaps we should have a magazine for older Australians as well?
Many places in the U.K. offer accessible features for guests with disability. But 63 percent don’t promote the fact according to Bill Forrester in his TravAbility newsletter. VisitEngland and VisitScotland have launched a website for tourism businesses to produce accessibility guides to help overcome this problem. People with disability and older people rarely travel alone – at least no more than the general population. So it is not just one person avoiding inaccessible places – it can be a whole family or travel group.
There’s good advice in Destinations for All: A guide to creating accessible destinations. Included in the guide are several case studies, some statistics on the number of people left out if the destination if it is not inclusive, engaging with other businesses, and dispelling myths. It even challenges the notion that heritage issues make it impossible by showcasing the Roman Baths project. This guide is informed by research and can be applied as much to a day out in Sydney or Melbourne as a two week holiday in Scotland.
Tourism operators can use the new, free website, www.accessibilityguides.org, to produce and publish their accessibility guides. These guides should also be useful for Australian tourism operators as well.
Word of mouth is a powerful marketing tool. So what customers talk about when they share their tourist activities is important information. But what do they talk about and how can destination businesses listen to this information?
A study published in Current Issues in Tourism looks at customer to customer (C2C) co-creation of inclusive tourism. The study was carried out in a heritage context. The perceptions of customers with disability were interviewed and observed. The aim was to identify what was of value in terms of inclusion or exclusion. The bottom line, as is almost always the case, is to involve users in designing the visitor experience. It’s a basic tenet of universal design.
The title of the paper is, C2C co-creation of inclusive tourism experiences for customers with disability in a shared heritage context experience. You can ask the authors for a copy on ResearchGate. If you have institutional access, it is available online from Taylor & Francis.
Abstract: This study explores customer-to-customer (C2C) social co-creation practices in tourism when customers with and without disability share a heritage service environment. Despite a growing prevalence of heritage- and disability-related research in the tourism literature, few scholars have examined the phenomena from the emergent customer-dominant logic (CDL) perspective. This study makes empirical use of the perceptions of customers with disabilities (CwD) in a recent process of co-creation of CDL within the context of heritage sites through qualitative ethnographic techniques, interviews and observation methods. A sample of 125 individuals with and without disabilities participated in the fieldwork. The objective was to identify C2C social practices that occur among CwD and their related value, leading to either inclusion or exclusion. The results reveal the importance of focusing on C2C co-creation opportunities which create a value outcome. This paper provides heritage managers with clear guidance for creating inclusive and enabling servicescapes.
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? 
There’s a growing realisation that accessibility does not equal inclusion. Getting in and out of somewhere is only the beginning. Being able to participate on an equal basis requires inclusive thinking and design. This includes the tourism sector. Being accessible is not the same as being inclusive.
Listed as one of the world’s most liveable cities, Melbourne is now aiming to be the most visitable. 
Tourism Australia has a web page titled 
International travel is a great experience for everyone especially when operators get on board with inclusive thinking. In 
A new magazine, 
Many places in the U.K. offer accessible features for guests with disability. But 63 percent don’t promote the fact according to Bill Forrester in his