All abilities trek to the summit of Mount Kosciuszko - Australia's highest peak

All abilities trek to the summit of Mount Kosciuszko - Australia's highest peak
All abilities trek to the summit of Mount Kosciuszko - Australia's highest peak - © Jennifer Johnson 2008

Wednesday, January 13, 2010

US & Canadian study takes a different research approach: A profile of travellers looking for accessible travel destinations


A follow up to the post on National Tourism Patterns of People with Disabilities is a study I was notified of that takes a different approach to researching the relative importance of accessibility of a destination in tourist travel choice. The report was based on the 2006 Travel Activities and Motivations Survey (TAMS) (n = 80,000) where 27 percent of American travelers and 21 percent of Canadian travelers identified whether a destination was “disabled-person-friendly” as a “highly important or somewhat important” consideration in their decision making for an out-of-town pleasure or vacation trip. This research also supported the other national comparative research in that on average travellers looking for accessible destinations take slightly fewer trips than other travellers. Not surprisingly given the name of the survey, the report provides detailed comparisons of motivations and activities of those that did place a degree of importance on a “disabled-person-friendly” destination and those who did not. However, the research did not include a disability module or identify the relative support needs of those responding, which would have provided a greater opportunity for understanding the market segment.

Ontario Ministry of Tourism (2007). A profile of travellers looking for accessible travel destinations: An Overview of North American Travellers based on the 2006 Travel Activities and Motivations Survey (TAMS) Available from http://www.tourism.gov.on.ca/english/research/travel_activities/accessible_travel.htm



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