Home Tourism Promotional Materials: Examining the Intersections of Accessibility and Inclusion
Chapter
Licensed
Unlicensed Requires Authentication

Tourism Promotional Materials: Examining the Intersections of Accessibility and Inclusion

  • Nigel Halpern , Brian Garrod , Jillian Rickly and Marcus Hansen
Become an author with De Gruyter Brill
How to publish with us
Tourism Destination Development
This chapter is in the book Tourism Destination Development

Abstract

This chapter focuses on tourism promotional materials in the context of accessibility and inclusion. In doing so, two aspects of the “dreaming” stage of the customer journey are addressed: firstly, how to ensure that disabled people can access the promotional materials; and secondly, how to encourage the inclusion of people with disabilities in the materials. This is done by considering destination guidelines, as well as other guidelines and standards that are available. Studies published in academic literature on the accessibility and inclusion of tourism promotional materials are also reviewed. The findings suggest that people with disabilities are likely to experience significant difficulties accessing the information in tourism promotional materials. In addition, they are significantly under-represented in them. Recommendations are therefore presented on how to improve accessibility (by following recommendations for accessible message formats and media) and encourage inclusion (by representing the diversity of disabilities, by avoiding the use of stereotypes, and by ensuring that disabled people have a more integrated and integral role in tourism promotional materials, and by using inclusive language). More research is needed to understand language preferences from the perspective of people with disabilities. More attention also needs to be paid to understanding why destination management organisations and their partners are not more actively encouraging inclusion, and how it affects the behavioural intentions of disabled people but also of society in general.

Abstract

This chapter focuses on tourism promotional materials in the context of accessibility and inclusion. In doing so, two aspects of the “dreaming” stage of the customer journey are addressed: firstly, how to ensure that disabled people can access the promotional materials; and secondly, how to encourage the inclusion of people with disabilities in the materials. This is done by considering destination guidelines, as well as other guidelines and standards that are available. Studies published in academic literature on the accessibility and inclusion of tourism promotional materials are also reviewed. The findings suggest that people with disabilities are likely to experience significant difficulties accessing the information in tourism promotional materials. In addition, they are significantly under-represented in them. Recommendations are therefore presented on how to improve accessibility (by following recommendations for accessible message formats and media) and encourage inclusion (by representing the diversity of disabilities, by avoiding the use of stereotypes, and by ensuring that disabled people have a more integrated and integral role in tourism promotional materials, and by using inclusive language). More research is needed to understand language preferences from the perspective of people with disabilities. More attention also needs to be paid to understanding why destination management organisations and their partners are not more actively encouraging inclusion, and how it affects the behavioural intentions of disabled people but also of society in general.

Chapters in this book

  1. Frontmatter I
  2. Foreword VII
  3. Preface IX
  4. Contents XI
  5. The Need to Engage with Destination Development 1
  6. Part I: Developing Competitive Destinations
  7. Tourism Destinations: Risk, Management and Communication 11
  8. Destination Competitiveness and AI-based Methods 33
  9. Change Management Approaches to Encounter Rural Overtourism 55
  10. Visitor Management in Tourism Destinations: Current Challenges in Measuring and Managing Visitors’ Spatio-Temporal Behaviour 81
  11. Supporting Economically and Socially Sustainable Destination Development through Branding: Opportunities and Challenges 105
  12. Part II: Developing Sustainable Destinations
  13. From Global Frameworks to Local Meanings: Assessing Resilience for Sustainable Destinations through the Lens of Transdisciplinary Research 127
  14. Destination Resilience in the Context of COVID-19 and Its Hysteretic Impact on the Tourism System of South Tyrol 149
  15. Local Participation for a Higher Commitment to Destination Development 173
  16. Residents’ Attitudes and Sustainable Destination Development: Introducing the Tourism Acceptance Score 197
  17. Dogs, Frogs and Degrowth: Sustainable Development and Arctification as a Destination Development Dilemma in Northern Sweden 219
  18. Part III: Developing Accessible Destinations
  19. Principles and Practices of Effective Inclusive Stakeholder Community Engagement 243
  20. The Role of Universal Design in the Future of Tourism Planning and Development 261
  21. Developing Social Sustainable Tourism for and with People with Hidden Disabilities: Reflections from Fyn, Denmark 287
  22. Tourism Promotional Materials: Examining the Intersections of Accessibility and Inclusion 309
  23. Inclusive Destination Management Strategies 333
  24. Part IV: Developing Future-Proof Destinations
  25. Business as Usual or Completely Different? COVID-19 and Its Influence on the Participation in Tourism of the German Population 361
  26. Beyond Overtourism, Undertourism, the End of Tourism: New Perspectives for Urban Tourism 381
  27. Flight and Migration in the Context of Destinations: Conceptional Approaches and Empirical Insights Based on the Repurposing of Tourist Accommodation as Accommodation for Refugees – Case Study Bavaria 405
  28. The Challenge of Climate Change and Net-Zero Emissions for Destinations 425
  29. Techno-Utopia or Techno-Dystopia: Current and Future Extended Reality and Artificial Intelligence Developments in Destinations 453
  30. The Contribution of Academia to Destination Development 473
  31. List of Figures 483
  32. List of Tables 487
  33. List of Contributors 489
  34. Index 497
https://doi.org/10.1515/9783110794090-015

Chapters in this book

  1. Frontmatter I
  2. Foreword VII
  3. Preface IX
  4. Contents XI
  5. The Need to Engage with Destination Development 1
  6. Part I: Developing Competitive Destinations
  7. Tourism Destinations: Risk, Management and Communication 11
  8. Destination Competitiveness and AI-based Methods 33
  9. Change Management Approaches to Encounter Rural Overtourism 55
  10. Visitor Management in Tourism Destinations: Current Challenges in Measuring and Managing Visitors’ Spatio-Temporal Behaviour 81
  11. Supporting Economically and Socially Sustainable Destination Development through Branding: Opportunities and Challenges 105
  12. Part II: Developing Sustainable Destinations
  13. From Global Frameworks to Local Meanings: Assessing Resilience for Sustainable Destinations through the Lens of Transdisciplinary Research 127
  14. Destination Resilience in the Context of COVID-19 and Its Hysteretic Impact on the Tourism System of South Tyrol 149
  15. Local Participation for a Higher Commitment to Destination Development 173
  16. Residents’ Attitudes and Sustainable Destination Development: Introducing the Tourism Acceptance Score 197
  17. Dogs, Frogs and Degrowth: Sustainable Development and Arctification as a Destination Development Dilemma in Northern Sweden 219
  18. Part III: Developing Accessible Destinations
  19. Principles and Practices of Effective Inclusive Stakeholder Community Engagement 243
  20. The Role of Universal Design in the Future of Tourism Planning and Development 261
  21. Developing Social Sustainable Tourism for and with People with Hidden Disabilities: Reflections from Fyn, Denmark 287
  22. Tourism Promotional Materials: Examining the Intersections of Accessibility and Inclusion 309
  23. Inclusive Destination Management Strategies 333
  24. Part IV: Developing Future-Proof Destinations
  25. Business as Usual or Completely Different? COVID-19 and Its Influence on the Participation in Tourism of the German Population 361
  26. Beyond Overtourism, Undertourism, the End of Tourism: New Perspectives for Urban Tourism 381
  27. Flight and Migration in the Context of Destinations: Conceptional Approaches and Empirical Insights Based on the Repurposing of Tourist Accommodation as Accommodation for Refugees – Case Study Bavaria 405
  28. The Challenge of Climate Change and Net-Zero Emissions for Destinations 425
  29. Techno-Utopia or Techno-Dystopia: Current and Future Extended Reality and Artificial Intelligence Developments in Destinations 453
  30. The Contribution of Academia to Destination Development 473
  31. List of Figures 483
  32. List of Tables 487
  33. List of Contributors 489
  34. Index 497
Sign up now to receive a 20% welcome discount
Institutional Access
How does access work?
Have an idea on how to improve our website?
Please write us.
© 2025 De Gruyter Brill
Downloaded on 3.12.2025 from https://www.degruyterbrill.com/document/doi/10.1515/9783110794090-015/html?lang=en
Scroll to top button