Information-enabled tourism destination marketing: Addressing the accessibility market

Authors: Buhalisa, D. and Michopouloub, E.

Journal: Current Issues in Tourism

Volume: 14

Issue: 2

Pages: 145-168

ISSN: 1368-3500

DOI: 10.1080/13683501003653361

Abstract:

This paper demonstrates that the accessibility market is not homogenous, but it entails different sub-segments with distinct needs and requirements. Ultimately each person is unique in his/her abilities and preferences and this is more evident in this market. Secondary research revealed the size of the accessibility market in Europe to be 127 million people. Extensive qualitative research through 16 focus groups has demonstrated that the main requirements of these segments focus on three interlinked elements, namely accessible built environment, information regarding accessibility and accessible information online. Traditional segmentation contradicts the central concept of participation, as directed by the social model of disability, and it entails assumptions regarding the requirements of the market segments. Information communication technologies (ICTs) can assist destinations to effectively address the particular requirements of these market segments through the use of profiling and personalisation features, which will allow users themselves to specify their requirements. Through the use of ICTs, users are enabled to declare their needs and requirements. Destinations can then offer suitable products and services according to the particular needs of each traveller, encourage participation, congruent with the social model of disability. © 2011 Taylor & Francis.

Source: Scopus