Accessible Tourism. Marketing Strategies and social media. Professor Dimitrios Buhalis Bournemouth University
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1 Accessible Tourism Marketing Strategies and social media Professor Dimitrios Buhalis Bournemouth University 1
2 Excellent Accessible Tourism Books Dimitrios Buhalis and Simon Darcy 2011 ACCESSIBLE TOURISM Concepts and Issues ISBN Channel View Publications Buhalis, D. Ambrose, I., Darcy, S., 2012, BEST PRACTICE IN ACCESSIBLE TOURISM : Inclusion, Disability, Ageing Population and Tourism, ISBN
3 The Accessibility Market Accessibility concerns everyone... Parents with prams... Elderly
4 The Accessibility Market Accessibility concerns everyone... Obese... Temporal disability
5 Market Requirements Accessible Infrastructure Accessibility Accessibility information Accessible information on-line 5
6 Market Requirements Richness of information Accessible Infrastructure Accuracy Inclusion Access Paths Reliability Trust Accessible Tourism Accessibility information Accessible information on-line 6
7 Market Requirements The higher the degree of disability the more information is required Providing information about accessibility to these groups determined whether they will engage in the travel process or not 7
8 The Disability Market Extent of impairment Moderate Mild Type of Impairment Mobility impairments Visual impairments Severe Hearing impairments Speech impairments Mental/ Intellectual impairments Hidden impairments Elderly population 8
9 Place of origin Tourist/ customer: individual travellers (blind, partially sighted, deaf, hard of hearing, wheelchair users, etc.) travellers with a personal assistant/ companion seniors Leisure Travel Other (health, study) Business Travel INTERMEDIARIES: AVAILABLE TOURISM PACKAGES Travel Agencies Personalisation & community OSSATE TOURISM SYSTEM Information Communication Technology Tour Operators O S S A T E Value added services Incoming Agencies AVAILABLE TOURISM INFORMATION: Destination Management Organisations/ DMSs AVAILABLE ACCESSIBILITY INFORMATION: Disability Organisations A C C E S S I B I L I T Y Boat Car/ Taxi Coach/ Bus Train - Airlines Certific ation Primary suppliers: Destination region Holiday Centres Hotels Camping Shopping centres Accommodation B&B Retailing Markets Farmhouses Cottages Department stores Apartments Gift shops Restaurants AMENITIES Fast Catering facilities Cafes Casino Theatre Food Pubs Terraces/ beer Entertainment gardens Clubs Cinemas Monuments Festivals Music Architecture Archaeology Heritage Events Arts Museums Spas Sporting Man made Stately Religious Historic homes Conference Archaeological Buildings sites Galleries Activity Wild life ATTRACTIONS Waterfalls Beach centres parks Rivers Purpose built Natural Lakes Disney Theme Gardens Landscape Observatories Artificial parks Woodland Parks Waxwork Museum Private health Hospitals & ANCI- institutions other health Post offices Travel institutions LLARY Tour guides insurance Public SER-VICESBanks Private Embassies RTOs Currency exchange Police NTOs Timetables LTOs Fishing Painting Biking Health Sailing Golfing Walking ACTIVITIES Photography Swimming Nature exploration Customers information needs: Product information Pre trip Booking Transit information On site information During trip: transit During trip: on site Generic information After trip 9
10 Technical Challenges Disability Schemes Destination A Visual Impaired Travel Agents Tour Operators DMO AMENITIES ANCILLARY SERVICES ACCESSIBILITY ATTRACTIONS AVAILABLE SERVICES ACTIVITIES SPECIAL NEEDS MARKET Motor Impaired Hearing Impaired Mentally Impaired PERSONALISATION ACCESSIBLE DESIGN ACCESSIBILITY GUIDELINES Accessibility Specific Content CONTENT INTEGRATION Tourism Generic Content INTEROPERABILITY GDSs CRSs e-tas DMO Destination B AMENITIES ANCILLARY SERVICES ACCESSIBILITY ATTRACTIONS AVAILABLE SERVICES ACTIVITIES Other Special Categories GENERIC MARKET TRANSPORTATION ENTER 2007 Taxi Private Car Rented Car Train Airplane Boat ACTIVITIES 10 e-tos Hotel Aggregators DMOs DMO Destination C AMENITIES ANCILLARY SERVICES ACCESSIBILITY ATTRACTIONS AVAILABLE SERVICES
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12 DIMENSIONS FOR ACCESSIBLE TOURISM INDUSTRY REQUIREMENTS SECTOR DISABILITY Think Destination Mobility impairments Design Hotel Visual impairments Respect Restaurant / Bar Hearing impairments Inform Cultural Attraction Speech impairments Network Theatre/Cinema Mental/ Intellectual impairments Engage Beach/Lake Food intolerance Improve Park/Recreation Hidden impairments Elderly population 12
13 Accessible Tourism Accessible information on-line 13
14 Promoting your accessible business There are many blogs written by disabled Social Media travellers, which could give you an opportunity to provide information and advice (as long as you clearly identify yourself and your business as the source). Example of a blog written by a wheelchair user based in South East England. It was used by VisitBrighton recently to promote accessible Social media outlets are valued for providing advice and help. You would quickly lose all trust if you just used them to promote your company. 14
15 examples 15
16 Promoting your business There are many blogs written by disabled travellers, which could give you an opportunity to provide information and advice (as long as you clearly identify yourself and your business as the source). Example of a blog written by a wheelchair user based in South East England. It was used by VisitBrighton recently to promote accessible 16
17 112,000,000 blogs 4 new blogs created every second of every day Source: Simon I Anson 17
18 112,000,000 blogs 4 new blogs created every second of every day Source: Simon I Anson 18
19 Promoting accessible business Social Media Start by telling your story use news, articles, pictures and videos to share your journey and aims with your customer. People like human stories. Be honest and direct Build your community respond to requests for information and start to build trust with your target audience. Create advocates promoting your story Provide detailed floor plans, measurements and accessible paths Include a call to action once people are engaged with you then you can announce your latest discount or new service. 19
20 Promoting Accessibility on social media Blogs, Facebook, Twitter, Youtube, Pinterest, Instagram Facebook is often used between friends. However, many companies and organisations have a Facebook page, finding it a useful platform to receive customer feedback and promote their latest news. CREATE COMMUNITY AND SHARE RELEVANT CONTENT Twitter is used by disabled travellers in two ways. One is to follow key tweeters (bloggers, magazines etc.) and obtain relevant information. The second way is to build up a following of like minded people, share information, and when necessary ask a question from your community. Also #accessible HAVE A PUBLIC CONVERSATION AND ALSO DEAL WITH NOW 20
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23 Promoting your business 23
24 Promoting your business 24
25 Promoting your business 25
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27 Promoting your business Mobile Media and location based services Disabled people tend to be enthusiastic mobile phone users and while there are few disability specific apps as yet, disabled people are simply using many of the mainstream ones in an inclusive way. The user is able to check in and share their visit with their social media following and users can leave a comment on the accessibility of a place. There is not an accessibility category as yet, but even without it the site is likely to become well used by disabled people. For example, Foursquare is a geo satellite positioning app showing cafes, bars, restaurants, museums, hotels and attractions. Disabled people download apps for blogs, magazines and news sites, so if you can get yourself published or listed by the publishers of these sites then you will find yourself on their apps too. 27
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29 GEOTAGGED ACCESSIBILITY USER GENERATED CONTENT 29
30 30
31 31
32 AUGMENTED REALITY FUTURE OF ETOURISM 32
33 Reality Augmented Reality 33
34 Interested in surroundings Information attached to PLACE Augmented Reality Time-pressured Information within FIELD-OF- VIEW Unfamiliar environment Information In CONTEXT 34
35 35
36 CONTEXT-AWARE AR FOR TOURISM 36
37 Conclusion The disability/aging population market is considerable with a significant spending power The fundamental requirement of this market is accessibility in terms of built environment but more importantly with regards to information To address these requirement both demand and supply need to have a better understanding of each others priorities and constraints and work together Like any other matchmaking it needs to work for both sides a system is needed, designed to allow interoperability amongst different industry players and integrate and distribute relevant content in an accessible manner, enabling personalised service provision 37
38 38
39 Excellent Accessible Tourism Books Dimitrios Buhalis and Simon Darcy 2011 ACCESSIBLE TOURISM Concepts and Issues ISBN Channel View Publications Buhalis, D. Ambrose, I., Darcy, S., 2012, BEST PRACTICE IN ACCESSIBLE TOURISM : Inclusion, Disability, Ageing Population and Tourism, ISBN
40 Stay in touch with Dimitrios Professor Buhalis Dimitrios Director, etourism Lab International Centre for Tourism and Hospitality Research (ICTHR) School of Tourism, Bournemouth University, Poole,BH12 5BB, UK Tel: and Dimitrios Blog: Live spaces: Facebook: Twitter: YouTube: Academia
etourism2020 Dimitrios it i Buhalis
etourism FUTURES www.bournemouth.ac.uk/tourism Professor Dimitrios it i Buhalis Bournemouth University President IFITT www.bournemouth.ac.uk/icthr www.buhalis.com www.bournemouth.ac.uk 1 www.bournemouth.ac.uk
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