Research is only good if it brings about improved access and accessible experiences - Lessons from Dunedin, New Zealand

This blog is dedicated to showcasing research evidence for accessible tourism. However, the overall aim is for the research to inform industry and government to improve accessible tourism experiences for people with disabilities. To this end we must all seek to influence the tourism policy agenda through presenting research based evidence and advocating for changes to practice where there has been a noted deficiency from the perspective of people with disabilities, suppliers or government regulators/coordinators.


I am currently at a research conference in Dunedin in New Zealand where any travel experience for a power wheelchair using quadriplegic with high support needs has its travel trip chain logistics that need to be organised before the rigours of an academic conference can be considered. Information planning, accommodation, air transport, ground transport, equipment hire, attendant services and medical supplies are just some of the considerations with organising an accessible trip. Luckily I had an insider's perspective at the destination to assist me with my travel planning through the University of Otago's Donna-Rose McKay who is the Manager of Disability Information & Support who was able to suggest a good quality accessible accommodation at the University of Otago - Executive Business Apartments. Further, Donna-Rose suggested I contact John Marrable, InformationConsultant at the Dunedin DisabilityInformation Service who provided contacts for hiring a patient lifter. The trip was finally confirmed once a direct flight from Sydney was negotiated with the only carrier providing direct service, my wife Fiona and my attendant Matt were ready to go.


Dunedin is located on the Otago Peninsula which is known for its ecotourism, historic architectural, cultural heritage and local cafe/bar experiences. Dunedin has much to offer the tourist looking for accessible experiences but finding travel planning information was not easy. Yet, local authorities are keen to improve on current practice and I met with the local disability information service, interested Dunedin Council representatives and local media. The following story - Benefits Seen in Accessible Tourism - appeared in the Otago Daily Times on 7 December 2011


http://www.odt.co.nz/news/dunedin/189720/benefits-seen-accessible-tourism


What became evident was that while the urban town centre offered a good range of accessible opportunities for residents and tourists alike, the same could not be said for day trip operators in the region. Quite simply, outside of the excellent Taieri Gorge Railway we could not locate a single day tour operator who could provide wheelchair access to any of the standard tours offered to other tourists. This is an extraordinary situation in a country that prides itself on its clean green image but obviously not one that is socially inclusive or sustainable. Accessible coaches and minibuses are not costly accessible tourism infrastructure and the Dunedin city bus fleet boasts an excellent fleet of low floor accessible buses. So what is the problem with the local tour operators? 

Photo 1: Simon Darcy boarding with the historic Taieri Gorge Railway carriage © Fiona Darcy 2011.

This situation has a significant cost disincentive for tourists with disabilities and seniors with access needs. For example, the magnificent Royal Albatross Colony at Taiaroa Head is a must see experience that has just made the Lonely Planet's 1000 Ultimate Sights, a standard tour to the colony with cost $95 per person. However, without access provision, the only option was to hire a Dunedin Taxi wheelchair accessible vehicle that cost $240 for the three-hour hire plus the $40 for the Royal Albatross Centre's Albatross Classic tour.


Do the figures - that is a $185 cost imposition on tourists with disabilities to have the same quality of experience as other tourists!


The other thing that tourists with disabilities miss out on by taking the "segregated" tourist experience is they don't get to mix socially with all the other tourists. This is something that all other tourists take for granted but is often lost where integrated day tour operations are not available. This in itself can significantly reduce the overall experience of the destination.


Sadly, this lack of accessibility to day trip operations is not isolated to New Zealand but is just as prevalent in Australia where "charter operations" have been excluded from the Disability Discrimination Act and the subsequent Disability Standards for Accessible Public Transport. This situation is currently being tested in the Federal Court of Australia where Julia Haraksin - a person with a disability - has challenged this exclusionary practice and hopefully this situation in Australia will be remedied in the near future. However, New Zealand does not have similar disability discrimination legislation and relies on the New Zealand Disability Strategy, which lacks opportunities for New Zealanders with disabilities to challenge discriminatory practices. 


While all this may seem daunting and overly critical, those of us who want to see improvements in accessible tourism experiences know the benefits of tourism are as important for people with disabilities as to the rest of the population. 

Photo 2: Simon Darcy enjoying time out from every day life, a spectacular view and a soaring Northern Royal Albatross some of the intangible social psychological benefits of tourism for all people © Fiona Darcy 2011.

Dunedin and the Otago Peninsula have much to offer people with disabilities and seniors with access needs, which could be made far more accessible through some basic improvements in information provision. However, a much broader commitment to the principles of accessible tourism and the desire of local tourism operators to provide accessible experiences for people with mobility, hearing, vision, intellectual, mental health and other disabilities is required. Given the increasing numbers of people with disabilities and seniors with access needs destinations need to make provisions in order to provide a competitive advantage in an increasingly competitive international tourism market (see Buhalis & Darcy 2011 and Buhalis, Darcy and Ambrose 2012).


References

1. Buhalis, D., & Darcy, S. (Eds.). (2011). Accessible Tourism: Concepts and Issues. Bristol, UK: Channel View Publications.
2. Buhalis, D., Darcy, S., & Ambrose, I. (Eds.). (2012). Best Practice in Accessible Tourism: Inclusion, Disability, Ageing Population and Tourism. Bristol, UK: Channel View Publications.
3. Gibb, J. (2011, 7 December). Benefits seen in accessible tourism, Otago Daily Times. Retrieved from http://www.odt.co.nz/news/dunedin/189720/benefits-seen-accessible-tourism

Marketing Accessible Information Provision For Destinations

A number of previous blog entries have focused on the importance of accessible information provision for successful accessible tourism experiences and a great deal of the demand research has identified information provision as an important constraint (Avis, Card, & Cole, 2005; Bi, Card, & Cole, 2007; Daniels, Drogin Rodgers, & Wiggins, 2005; Darcy, 1998, 2002; Pegg & Stumbo, 2010; Smith, 1987; Turco, Stumbo, & Garncarz, 1998; Yau, McKercher, & Packer, 2004). In particular, web accessibility for people who are blind and vision impaired has been an evolving area of research over the last decade (Foggin, Darcy, & Cameron, 2003; Lazar et al., 2010; Mills, Han, & Clay, 2008; Shi, 2006; Williams, Rattray, & Grimes, 2006; Williams, Rattray, & Stork, 2004). More recent research has moved beyond identifying barriers and constraints and have started to examine the requirements for developing specific and detailed approaches to accessible information provision for tourism. These have included the overall importance of e-tourism systems for people with disability (Eichhorn, Miller, Michopoulou, & Buhalis, 2008), the complexities of information for hotel accommodation (Darcy, 2010) and the operationalisation of accessible information provision within the triple bottom line approach to assessing the business case for a ecotourism accommodation provider (Darcy, Cameron, & Pegg, 2010).

A new addition to this literature is Buhalis & Michopoulou (2011), which examines the complexities of information provision for individuals with disability. Using a focus group approach the paper challenges the notions of information provision based on dimensions of access and instead proposes an individualised understanding of access provisions. The arguments are based on the findings of 16 focus groups and a review of market segmentation literature. The paper presents implications for information provision and the marketing of destinations to people with disability.

The reference and abstract for the research is:

Buhalis, D., & Michopoulou, E. (2011). Information-enabled tourism destination marketing: addressing the accessibility market. Current Issues in Tourism, 14(2), 145 - 168.

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.

Keywords: destination marketing; market requirements; market segmentation; accessible tourism; disability; information communication technology

© http://www.informaworld.com/smpp/content~content=a923318482~db=all?jumptype=alert&alerttype=new_issue_alert,email

Photo 1: To have any cool accessible destination experience like wheelchair bungee jumping (Cairns, Australia) requires good quality accessible information that is marketed and promoted in ways that are appropriate for different disability types and individual preferences (Photo © Ian Chill 2010) 

References

Avis, A. H., Card, J. A., & Cole, S. T. (2005). Accessibility and Attitudinal Barriers Encountered by Travelers With Physical Disabilities Tourism Review International, 8, 239-248.

Bi, Y., Card, J. A., & Cole, S. T. (2007). Accessibility and Attitudinal Barriers Encountered by Chinese Travellers with Physical Disabilities. Int. J. Tourism Res, 9, 205-216.

Buhalis, D., & Michopoulou, E. (2011). Information-enabled tourism destination marketing: addressing the accessibility market. Current Issues in Tourism, 14(2), 145 - 168.

Daniels, M. J., Drogin Rodgers, E. B., & Wiggins, B. P. (2005). "Travel Tales": an interpretive analysis of constraints and negotiations to pleasure travel as experienced by persons with physical disabilities. Tourism Management, 26(6), 919-930.

Darcy, S. (1998). Anxiety to Access: The Tourism Patterns and Experiences of New South Wales People with a Physical Disability: Tourism New South Wales.

Darcy, S. (2002). Marginalised participation: Physical disability, high support needs and tourism. Journal of Hospitality and Tourism Management, 9(1), 61-72.

Darcy, S. (2010). Inherent complexity: Disability, accessible tourism and accommodation information preferences. Tourism Management, 31(6), 816-826.

Darcy, S., Cameron, B., & Pegg, S. (2010). Accessible tourism and sustainability: a discussion and case study. Journal of Sustainable Tourism, 18(4), 515 - 537.

Eichhorn, V., Miller, G., Michopoulou, E., & Buhalis, D. (2008). Enabling access to tourism through information schemes. Annals of Tourism Research, 35(1), 189-210. doi: 10.1016/j.annals.2007.07.005

Foggin, S. E. A., Darcy, S., & Cameron, B. (2003). Vers un tourisme sans barrières: Initiatives dans la région Asie-Pacifique. TÉOROS: Revue de recherche en tourisme, 22(3), 16-19.

Lazar, J., Jaeger, P. T., Adams, A., Angelozzi, A., Manohar, J., Marciniak, J., . . . Walsh, J. (2010). Up in the air: Are airlines following the new DOT rules on equal pricing for people with disabilities when websites are inaccessible? Government Information Quarterly, 27(4), 329-336. doi: DOI: 10.1016/j.giq.2010.04.005

Mills, J. E., Han, J.-H., & Clay, J. M. (2008). Accessibility of Hospitality and Tourism Websites: A Challenge for Visually Impaired Persons. Cornell Hospitality Quarterly, 49(1), 28-41. doi: 10.1177/1938965507311499

Pegg, S., & Stumbo, N. (2010). Creating opportunities and ensuring access to desirable heritage and cultural tourist services and leisure experiences. In B. Prideaux, D. J. Timothy & K. Chon (Eds.), Cultural and Heritage Tourism in Asia and the Pacific (pp. 250-256). New York, USA               Routledge.

Shi, Y. (2006). The accessibility of Queensland visitor information centres' websites. Tourism Management, 27(5), 829-841.

Smith, R. W. (1987). Leisure of disable tourists : Barriers to participation. Annals of Tourism Research, 14(3), 376-389.

Turco, D. M., Stumbo, N., & Garncarz, J. (1998). Tourism Constraints - People with Disabilities. Parks and Recreation Journal, 33(9), 78-84.

Williams, R., Rattray, R., & Grimes, A. (2006). Meeting the On-line Needs of Disabled Tourists: an Assessment of UK-based Hotel Websites. International Journal of Tourism Research, 8(1), 59.

Williams, R., Rattray, R., & Stork, A. (2004). Web site accessibility of German and UK tourism information sites. European Business Review, 16(6), 577-589.

Yau, M. K.-s., McKercher, B., & Packer, T. L. (2004). Traveling with a disability: More than an Access Issue. Annals of Tourism Research, 31(4), 946-960.

Towards Strategic Intent: Perceptions of disability service provision amongst hotel accommodation managers

As identified in a previous post on the accommodation needs of people with disabilities, Inherent Complexity, there were some 55 room components that made up the Hotel Accessibility Scale, where each one could be critical for any tourist with a disability. Photo 1 shows an accessible bedroom at a hotel where the bed height, circulation space beside the bed, the space between the floor and underside of the bed could be critical for wheelchair users. 


Photo 1: Accessible Bedroom at a Hotel

Source: © Simon Darcy 2007

The accessibility of the hotel room, bathroom and public spaces are critical to two interrelated aspects of a person's visit. First, can they access the premise generally (e.g. parking, drop-off, getting in the front door to reception, accessible reception desk (see Photo 2) etc.) and whether the room can meet the requirements for their personal care needs (e.g. circulation space, sleeping, bathing, use the toilet etc.). Second, if this first criteria can be met then the other public spaces of the hotel will determine their interactions with the staff and other guests and, hence, the overall quality of their experience in the hotel. 


Photo 2: Reception Desk with Dual Height Areas For Wheelchair Users or People with Short Stature

Source: © Simon Darcy 2007

Across all dimensions of access (mobility, vision, hearing and cognitive) the component people rated as "very important" and had the highest mean score was a "can-do customer service attitude". Yet, there has been very little examination in the literature of hotel and lodging manager's perceptions of servicing people with disabilities. An article has just been published that summarises the previous literature and undertakes a study of hotel managers perceptions of disability service provision.

Abstract

The tourism sector globally has become increasingly mindful of how an ageing population is reshaping how and in what form services should be offered. This is particularly true of accommodation operations where there is a now a growing recognition of the commercial value for providing market groups with exceptional service. With this in mind, this study sought to ascertain the perceptions of managers in the accommodation sector towards disability service provision with a view to identifying any current service gaps or failings. An inductive, qualitative approach was used with the data collection phase incorporating a series of one on one interviews and a focus group. The in-depth interviews were conducted with 10 managers of hotels deemed to have accessible rooms that complied with the relevant building codes and standards. A focus group comprised 22 managers of hotels located in the Sydney central business district, Australia. Study findings revealed five key themes that had not been previously discussed in the literature. They were: inclusive attitudinal approach; safety; the responsibility of people with a disability to communicate their needs to the hotel; perceptions of accessible rooms by the general public; and operational processes. Related themes that emerged from the data analysis that had previously been aligned with the literature included: legislative responsibility, policy and building codes; disability as a market segment; staff awareness/training; and language, marketing, and promotion information. Implications with respect to management of accessible rooms in the accommodation sector are outlined and further areas of research are proposed.

Crown Copyright©2010PublishedbyElsevierLtd.Allrightsreserved.

Reference

Darcy, S., & Pegg, S. (2010). Towards Strategic Intent: Perceptions of disability service provision amongst hotel accommodation managers. International Journal of Hospitality Management, In Press, Corrected Proof. doi: DOI: 10.1016/j.ijhm.2010.09.009

Accessible tourism and sustainability: a discussion and business case study

An article has been published by the Journal of Sustainable Tourism that links accessible tourism and sustainability to triple bottom line reporting (Darcy, Cameron, & Pegg, 2010). The article was one outcome from a broader study looking at the business case for accessible tourism funded by the Sustainable Tourism Cooperative Research Centre (STCRC) (Darcy, Cameron, Pegg, & Packer, 2008). While the article focuses on O’Carollyns Resort, Port Stephens New South Wales (O'Carrollyns, 2006), the report investigates business cases from the convention and exhibition, transport, accommodation and recreation provisions sectors. More importantly, the report provides a foundation on which to collect data to create business case studies for accessible tourism through triple bottom line approaches as the abstract the report states:

"The research project was an STCRC scoping project to formulate a procedure for undertaking accessible tourism business cases. The project sought to case study examples of high standard accessible tourism product, facility or experience. The accessible tourism market is comprised of seniors and people with disabilities with access needs. It is recognised in the literature that there are significant barriers that constrain the tourism experiences of the group. A key component in the constraint is the supply of accessible tourism product and the understanding of the elements of business success with the market by the tourism industry. The methodology was informed by a case study approach and the triple bottom line scorecard. The research design sought to expand the thinking in general business performance more broadly than financial measures. The evaluation of environmental and social benefits has become part of core corporate practice. The preliminary work utilised a Delphi group to identify a range of high standard of accessible product, across states, segments and reflecting a range of ownership structures. The next stage involved developing Business Case Instrument to ‘capture’ triple bottom line metrics. The ‘metrics’ were collected through reviews of management information systems, in-depth interviews with key informants and review of other performance information. The research resulted in five business case studies on which the refined Business Case Instrument was based. This will assist the industry stakeholders to understand the components likely to be present when a destination experience meets the needs of travellers with a disability. The research suggests that provision can be improved by each organisation but that provision of access will not be the only factor present in a business successfully meeting the needs of travellers seeking an accessible destination experience. The purpose of this technical report is to document and present the business case instrument" (Darcy, et al., 2008, p. v).

I call for followers of this blog to bring our attention to other case studies of accessible tourism that provide the evidence required to create interest from the business community to invest in accessible tourism product.

References

Darcy, S., Cameron, B., & Pegg, S. (2010). Accessible tourism and sustainability: a discussion and business case study. Journal of Sustainable Tourism, published online 24 April. doi: 10.1080/09669581003690668

Darcy, S., Cameron, B., Pegg, S., & Packer, T. (2008). Technical Report 90042: Developing Business Cases for Accessible Tourism STCRC technical report   Retrieved from http://www.crctourism.com.au/default.aspxg

O'Carrollyns. (2006). O'Carrolyns at One Mile Beach - Accessibility  Retrieved 12 October, 2006, from http://www.ocarrollyns.com.au/accessibility/cabin_accommodation.php

Photo 1: Preparing to board  an accessible dolphin watching cruise at Port Stephens, NSW  (© Fiona Darcy 2008)