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
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

Sunday, July 7, 2019

Marketing-Based Research Which Examines the Co-creation Experiences of Customers with Disability with the Hotel Industry

Co-creation of customer experiences has become a major area of research within market. The hotel industry is based on hotel managers fostering hospitality experiences that customers want. This research suggests that hotel managers orient their focus more toward the general market than the PwD segment. With this apparent omission of the group, a proactive engagement by people with disability and disability advocacy groups in fostering authentic understandings between hotel managers and customers with disabilities. Yet the research shows that customers with disability are not fully aware of the important role they can play in value co-creation of hotel products and experiences.

Copyright © 2014 Elsevier B.V. All rights reserved.



Value co-creation among hotels and disabled customers: An exploratory study

Susana Navarro
Luisa Andreu
Amparo Cervera


Abstract
This study examines how service supplier and buyer value co-creation influences buyers' attitudes toward service providers. Service-dominant logic is a prevalent concept in the services industry, providing an important marketing theory in which intangible resources, co-creation of value, and relationships are the keys to determining marketing exchanges. This research describes a model for analyzing value co-creation management in the hotel industry, focusing on the specific market segment of disabled customers. This framework helps foster value co-creation to increase the benefits for participants during each stage of their relationship. The paper also presents the managerial implications of the research findings.

Keywords: Value co-creation; Service-dominant logic; Disabled customers; Hospitality industry

Photo 1:  Heidi Haydon and Simon Darcy (left) explaining inclusive hotel room features to a familiarisation group at Sargood on Collaroy (photo provided by Sargood on Collaroy 2019 https://sargoodoncollaroy.com/ )



Full reference:

Navarro, S., Andreu, L., & Cervera, A. (2014). Value co-creation among hotels and disabled customers: An exploratory study. Journal of Business Research, 67(5), 813-818.



For further information on the paper please contact:
Susana Navarro
Universidad Europea de Valencia
General Elio, 46010
Valencia, Spain
susana.navarro@uem.es



Sunday, March 5, 2017

United Nations World Tourism Organization develops policy and manuals on accessible tourism


For those who may not be aware the United Nations World Tourism Organization together with contributing organisations and individuals have developed and published a set of resources to assist destinations in developing accessible tourism information, marketing, products and services.

The resources draw on the best academic, industry and policy practice from around the world with impetus gained from the San Marino Declaration on Accessible Tourism and the subsequent UNWTO recommendations on accessible tourism.

Hopefully all manuals will eventually appear in English as well as Spanish.

The remainder of the page is reprinted from http://ethics.unwto.org/en/content/accessible-tourism 
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The front cover of the UNWTO manual on accessible Tourism for All showing a heritage building
UNWTO Recommendations on Accessible Tourism
The UNWTO Recommendations on Accessible Tourism for All are meant to be used as a general, basic mainstreaming framework for ensuring that people with disabilities have access to the physical environment, the transportation system, information and communications channels, as well as to a wide range of public facilities and services. 
The Recommendations incorporate the most relevant aspects of the UN Convention on the Rights of People with Disabilities of 2006 and the principles of Universal Design.
In the context of a trilateral agreement between UNWTO, ONCE and ENAT, the recommendations were adopted by UNWTO General Assembly Resolution A/RES/637(XX) of August 2013, updating the 2005 UNWTO Recommendations. 
Read the Recommendations in English Español Français

Manuals on Accessible Tourism for All
One of the most significant outcomes of a major collaboration framework between UNWTO and disabled people’s organizations (DPOs), particularly the Spanish ONCE Foundation for the Cooperation and Social Inclusion of People with Disabilities, the European Network for Accessible Tourism (ENAT), and the Spanish ACS Foundation, are the Manuals on Accessible Tourism for All.
The manuals are meant to assist tourism stakeholders in improving the accessibility of tourism destinations, facilities and services worldwide.
Manual on Accessible Tourism for All: Public-Private Partnerships and Good Practices
Full text: English  Spanish   Executive SummaryEnglish Español Français
The first tangible outcome of a fruitful collaboration between the UNWTO and the ACS Foundation features the inclusion of both cultural and natural heritage assets into the accessible tourism value chain as well as the technical knowledge necessary for making tourism infrastructures and attractions accessible to all. The English translation of the Spanish original was published in January 2015. The Publication been laid-out following the Web Content Accessibility Guidelines (WCAG) 2.0 (level AA)

Manual on Accessible Tourism for All: Principles, Tools and Good Practices 
Executive Summary (of all five Modules): English Español Français
1.Manual on Accessible Tourism for All: Principles, Tools and Good Practices,  Module I
Full text: Spanish 
UNWTO's second publication on universal accessibility has been co-produced with the Spanish ONCE Foundation for social inclusion of people with disabilities and the European Network for Accessible Tourism - ENAT. Module I is currently available in Spanish only, in a digital accessible version. It has been laid-out following the Web Content Accessibility Guidelines (WCAG) 2.0 (level AA). 

2.Manual on Accessible Tourism for All: Principles, Tools and Good Practices,  Module II
Full text: Spanish 
Module II of the Manual on Accessible Tourism for All: principles, tools and best practices suggests specific recommendations targeting the tourism sector with the aim of creating accessible tourism destinations. The proposed actions are based on the need to respect the integrity of the entire value chain of a tourist experience when implementing universal accessibility plans, and thus cover the five main areas of the same: planning and information, transportation, accessibility of the natural and built environments, shared public spaces and specific spaces. It is essential that people with disabilities and special needs complete their travel experience without any obstacles like all the other tourists. Module II is currently available in Spanish only, in a digital accessible version. It has been laid-out following the Web Content Accessibility Guidelines (WCAG) 2.0 (level AA). 

3.Manual on Accessible Tourism for All: Principles, Tools and Good Practices, Module III
Full text: Spanish
Module III of the Manual on Accessible Tourism for All: principles, tools and best practicesco-produced with the ONCE Foundation and ENAT, highlights the necessary actions that need to be undertaken in order to make the universal accessibility in tourism a reality. These actions should result from an overall policy framework and specific strategies fostering Accessible Tourism which are being discussed in this module. The policy framework should provide the basis for proper planning and development of strategic areas of intervention, such as legislation, awareness-raising and training, research, as well as marketing and management of accessible tourism. Module III is currently available in Spanish only, in a digital accessible version. It has been laid-out following the Web Content Accessibility Guidelines (WCAG) 2.0 (level AA). 

4.Manual on Accessible Tourism for All: Principles, Tools and Good Practices, Module IV
Full text: Spanish
Module IV of the Manual on Accessible Tourism for All: Principles, Tools and Best Practices, co-produced with the ONCE Foundation and ENAT, proposes a series of indicators developed for tourism destinations to assess, control, and manage their accessible tourism offer. Accompanied by a detailed methodology for their application, these indicators can serve as a practical tool not only to assess the current situation within destinations but also to consider further actions that may be required. Module IV is currently available in Spanish only, in a digital accessible version. It has been laid-out following the Web Content Accessibility Guidelines (WCAG) 2.0 (level AA). 

5.Manual on Accessible Tourism for All: Principles, Tools and Good Practices Module V  NEW!
Full text: Spanish
Module V of the Manual on Accessible Tourism for All: principles, tools and best practices, co-produced with the ONCE Foundation and ENAT, provides an overview of case studies and good practices which have proven a successful implementation of universal accessibility in different spheres of tourism, such as promotion, market research, travel agencies, transportation, accommodation, training & capacity building and destination management. The examples featured therein analyze a wide spectrum of conditions which were decisive in making accessible tourism a reality and are meant to inspire the key stakeholders to engage in similar initiatives in their respective areas of influence.  Module V is currently available in Spanish only, in a digital accessible version. It has been laid-out following the Web Content Accessibility Guidelines (WCAG) 2.0 (level AA). 

San Marino Declaration on Accessible Tourism 
The Declaration which resulted from the 1st UNWTO Conference on Accessible Tourism in Europe, held on 19-20 November 2014 in the Republic of San Marino, can be downloaded here:

Relevant UNWTO Events and Reports on Tourism and Accessibility 

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