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 They found that outdated language remained the norm.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.
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.