accessible tourism marketing strategies
Post on 20-May-2022
4 Views
Preview:
TRANSCRIPT
www.bournemouth.ac.uk
Accessible Tourism
Marketing Strategies
and social media
Professor Dimitrios Buhalis
Bournemouth Universitywww.buhalis.com
www.bournemouth.ac.uk 2
Excellent Accessible Tourism Books
Dimitrios Buhalis and Simon Darcy 2011
ACCESSIBLE TOURISM Concepts and
Issues ISBN 1845411609 Channel View
Publications http://goo.gl/VRbkk5
Buhalis, D. Ambrose, I., Darcy, S., 2012,
BEST PRACTICE IN ACCESSIBLE
TOURISM : Inclusion, Disability, Ageing
Population and Tourism, ISBN 1845412524
http://goo.gl/iWQeAa
www.bournemouth.ac.uk 3
The Accessibility Market
Parents with
prams...Elderly...
Accessibility concerns everyone...
www.bournemouth.ac.uk 4
Temporal disability...
Accessibility concerns everyone...
Obese...
The Accessibility Market
www.bournemouth.ac.uk 5
Accessibility
Accessible Infrastructure
Accessibility information
Accessible information on-line
Market Requirements
www.bournemouth.ac.uk 6
Market Requirements
•Richness of information
•Accuracy
•Inclusion
•Access Paths
•Reliability
•Trust
Accessible
Tourism
Accessible Infrastructure
Accessibility information
Accessible information on-line
www.bournemouth.ac.uk 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
www.bournemouth.ac.uk 8
Extent of impairment
Mobility impairments
Hidden impairments
Mental/ Intellectual impairments
Speech impairments
Hearing impairments
Visual impairments
Elderly population
Type of Impairment
The Disability Market
www.bournemouth.ac.uk 9
Pre trip After trip
During trip: transit
Customers’information needs:
BookingProduct information
During trip: on site
On site informationTransit informationGenericinformation
A C C E S S I B I L I T Y
O S S A T E
Accommodation B&B
ACTIVITIESPhotography
Fishing
Nature exploration
Walking
Health
Swimming
Painting
GolfingBiking
Sailing
ANCI-
LLARY SER-VICES
Camping
Farmhouses
Holiday Centres
Cottages
Hotels
Retailing Markets
Department stores
Shopping centres
Gift shopsApartments
Catering facilitiesTerraces/ beer
gardens
Restaurants
Fast Food
Cafes
Entertainment
Clubs
PubsCasino Theatre
Cinemas
Man made
Purpose built
Artificial
EventsHeritageSporting
MusicFestivalsArchaeology
Stately homes
Historic Buildings
Monuments
Arts Museums
ConferenceReligious
SpasArchitecture
Archaeological sites
Observatories
Wild life parks
Theme parks
Activity centres
Waxwork Museum
Disney
BeachWaterfallsNatural Lakes
Landscape
ParksGardens
Rivers
Woodland
PrivatePublicEmbassies
Hospitals & other health institutions
Police NTOs
RTOs
LTOs
Travel insuranceTour guides
Private health institutions
Post offices
BanksCurrency exchange
Timetables
Destination region
ATTRACTIONS
AMENITIES
Primary suppliers:
Galleries
Value added services
Certification
Personalisation & community
INTERMEDIARIES:AVAILABLE TOURISM PACKAGES
Travel Agencies
Incoming Agencies
Tour Operators
AVAILABLE TOURISM INFORMATION: Destination Management Organisations/ DMSs
AVAILABLE ACCESSIBILITY INFORMATION: Disability Organisations
Boat –
Car/
Taxi –
Coach
/ Bus –
Tra
in -
Airlin
es
Information Communication Technology
Tourist/ customer:
• individual travellers (blind, partially sighted, deaf, hard of hearing, wheelchair users, etc.)• travellers with a personal assistant/ companion• seniors
Business Travel
Other (health, study)
Leisure Travel
Place of origin
OSSATETOURISM SYSTEM
www.bournemouth.ac.uk 10ENTER 2007
Research TrackTaxi Private Car Train Airplane BoatRented Car
Destination A
Travel
Agents
Tour
Operators
Disability
Schemes
GDSs
CRSs
e-TAs
e-TOs
Hotel
Aggregators
DMOs
Mentally
Impaired
Tourism
Generic
Content
Accessibility
Specific Content
CONTENT
INTEGRATION
ACCESSIBLE
DESIGNPERSONALISATION INTEROPERABILITY
DM
O
ACCESSIBILITY
ACTIVITIES
ATTRACTIONS
AMENITIES
ANCILLARY
SERVICES
AVAILABLE
SERVICES
ACCESSIBILITY
ACTIVITIES
ATTRACTIONS
AMENITIES
ANCILLARY
SERVICES
AVAILABLE
SERVICES
ACCESSIBILITY
ACTIVITIES
ATTRACTIONS
AMENITIES
ANCILLARY
SERVICES
AVAILABLE
SERVICES
Destination B
Destination C
DM
OD
MO
ACCESSIBILITY
GUIDELINES
GENERIC
MARKET
Visual
Impaired
Motor
Impaired
Hearing
Impaired
Other
Special
Categories
SP
EC
IAL N
EE
DS
MA
RK
ET
TRANSPORTATION
Technical Challenges
www.bournemouth.ac.uk 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
www.bournemouth.ac.uk 13
Accessible information on-line
Accessible Tourism
www.bournemouth.ac.uk 14
Promoting your accessible
business Social
Media
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.
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
holidays: @WheelTravelBlog
www.bournemouth.ac.uk 15
examples
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 holidays:
@WheelTravelBlog
112,000,000 blogs4 new blogs created every second of every day
Source: Simon I’Anson
112,000,000 blogs4 new blogs created every second of every day
Source: Simon I’Anson
www.bournemouth.ac.uk 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.
www.bournemouth.ac.uk 20
Promoting Accessibility on
social media
Blogs, Facebook, Twitter,
Youtube, Pinterest, Instagram
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
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
www.bournemouth.ac.uk 21
www.bournemouth.ac.uk 22
Promoting your businesshttp://youtu.be/4odoSFf5gas
www.bournemouth.ac.uk 26
Mobile Media
and location
based services
Promoting your business
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.
For example, Foursquare is a geo satellite
positioning app showing cafes, bars,
restaurants, museums, hotels and
attractions.
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.
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.
GEOTAGGED
ACCESSIBILITY
USER GENERATED CONTENT
www.bournemouth.ac.uk 31
www.bournemouth.ac.uk 33
Reality
WHAT IS AUGMENTED REALITY
Augmented Reality
www.bournemouth.ac.uk 34
Augmented Reality
POTENTIAL OF AR FOR TOURISM
Interested in
surroundings
Information
attached to PLACE
Information
In CONTEXT
Information
within FIELD-OF-
VIEW
Time-pressured
Unfamiliar environment
www.bournemouth.ac.uk 37
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
Conclusion
www.bournemouth.ac.uk
www.bournemouth.ac.uk 39
Excellent Accessible Tourism Books
Dimitrios Buhalis and Simon Darcy 2011
ACCESSIBLE TOURISM Concepts and
Issues ISBN 1845411609 Channel View
Publications http://goo.gl/VRbkk5
Buhalis, D. Ambrose, I., Darcy, S., 2012,
BEST PRACTICE IN ACCESSIBLE
TOURISM : Inclusion, Disability, Ageing
Population and Tourism, ISBN 1845412524
http://goo.gl/iWQeAa
www.bournemouth.ac.uk 40
Stay in touch with Dimitrios
Professor Buhalis Dimitrios WWW.BUHALIS.COM
Director, eTourism Lab International Centre for Tourism and Hospitality Research (ICTHR)School of Tourism, Bournemouth University, Poole,BH12 5BB, UK
Tel: +44 1202 961517
Email: dbuhalis@bournemouth.ac.uk
http://www.bournemouth.ac.uk/services-management/
http://www.bournemouth.ac.uk/icthr/ and http://www.bournemouth.ac.uk/icthr/about_us.pdf
Dimitrios Blog: http://buhalis.blogspot.com/
Live spaces: http://buhalid.spaces.live.com/Facebook: http://www.facebook.com/buhalis Twitter: http://twitter.com/buhalidYouTube: http://www.youtube.com/buhalidAcademia http://bournemouth.academia.edu/DimitriosBuhalis
top related