Short answer

Designers and businesses must move beyond viewing accessibility as a compliance issue and instead recognize it as a strategic opportunity for innovation and market expansion.

Field
Innovation & Markets
Source
Journal of Tourism Futures (2015)
Method
Qualitative research using semi-structured interviews.
Sample
10 participants
Evidence
Moderate effect

New Zealand's tourism industry is underestimating the value and potential of the accessible tourism market due to a lack of awareness and a misunderstanding of its social and business imperatives. This innovation & markets research insight is drawn from a 2015 study published in Journal of Tourism Futures. Using Qualitative research using semi-structured interviews. with 10 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and businesses must move beyond viewing accessibility as a compliance issue and instead recognize it as a strategic opportunity for innovation and market expansion.

Study
Innovation & MarketsHigh ImpactModerate effect

Accessible Tourism: A Missed Market Opportunity for New Zealand's Tourism Industry

New Zealand's tourism industry is underestimating the value and potential of the accessible tourism market due to a lack of awareness and a misunderstanding of its social and business imperatives.

Journal of Tourism Futures · 2015

01

Key Findings

  • 01The tourism industry generally shows minimal awareness and consideration for accessibility.
  • 02Accessibility is perceived as an issue of social change requiring a cultural shift towards becoming a norm.
  • 03Both top-down leadership and bottom-up operational ownership are crucial for progress.
  • 04A collaborative approach ('meeting in the middle') is necessary for effective development.
02

Application

Design takeaway

Designers and businesses must move beyond viewing accessibility as a compliance issue and instead recognize it as a strategic opportunity for innovation and market expansion.

How to apply

Conduct user research with individuals with diverse accessibility needs to inform the design of tourism products, services, and infrastructure. Develop targeted marketing campaigns that highlight accessible features and benefits.

Project actions

  • 01When researching a market, consider niche or underserved segments.
  • 02Explore the motivations and barriers for businesses adopting new practices.
03

Method & Evidence

AimTo explore the social and business rationales for developing accessible tourism in New Zealand from the perspectives of key industry stakeholders.
MethodQualitative research using semi-structured interviews.
ProcedureTen key tourism industry stakeholders in New Zealand were interviewed. The qualitative data gathered was thematically analyzed to identify recurring themes and perspectives on accessible tourism.
Sample10 participants
ContextNew Zealand tourism industry

Variables

IV["Stakeholder perspectives on accessible tourism"]
DV["Perceived importance and value of the access market","Current issues and capacity for addressing them in the tourism industry"]
CV["New Zealand tourism industry context","Key stakeholder roles"]
04

Strengths & Limitations

Strengths

  • +Exploratory qualitative approach provides in-depth insights into stakeholder perspectives.
  • +Focus on a specific, often overlooked, market segment (accessible tourism).

Limitations

The study's findings are specific to the New Zealand context and may not apply universally. The small sample size limits the generalizability of the conclusions.

Reliability & validity

The study's reliability could be enhanced by using a larger, more diverse sample of stakeholders. Validity is supported by the thematic analysis aligning with broader literature, but further triangulation with quantitative data could strengthen it.

Think critically

To what extent do the 'social change' and 'cultural shift' arguments for accessibility align with traditional business drivers like profit maximization, and how can designers bridge this perceived gap?

05

Design Principles

"Integrate universal design principles to cater to a wider range of users, thereby expanding market reach and enhancing user experience."

Ignoring the accessible tourism market represents a significant missed opportunity for economic growth and market expansion. By failing to cater to this demographic, businesses limit their customer base and revenue potential, while also falling short on social responsibility.

06

What This Means for Your Design

Many tourism businesses in New Zealand aren't thinking enough about making their services accessible for everyone, even though it's a good idea for both people and business.

How to use in your project

  • 1.Use this research to justify the importance of a specific user group in your design project.
  • 2.Reference the stakeholder perspectives to support your understanding of market needs and business rationales.
07

Add to My Project

08

Quick Cite

Paragraph starter

This research highlights a significant gap in the tourism industry's approach to accessible tourism, suggesting that a lack of awareness and a need for cultural change are key barriers. This underscores the importance of understanding and addressing the needs of underserved market segments in any design project aiming for broad market appeal and social impact.

09

Source

Journal of Tourism Futures

Stakeholder perspectives of the future of accessible tourism in New Zealand

journal · 2015

View source

Questions About This Research

What does the research say about accessible tourism: a missed market opportunity for new zealand's tourism industry?
Designers and businesses must move beyond viewing accessibility as a compliance issue and instead recognize it as a strategic opportunity for innovation and market expansion. Evidence: Journal of Tourism Futures (2015).
Why does "Accessible Tourism: A Missed Market Opportunity for New Zealand's Tourism Industry" matter for design?
Ignoring the accessible tourism market represents a significant missed opportunity for economic growth and market expansion. By failing to cater to this demographic, businesses limit their customer base and revenue potential, while also falling short on social responsibility.
How can designers apply this research?
Designers and businesses must move beyond viewing accessibility as a compliance issue and instead recognize it as a strategic opportunity for innovation and market expansion.
What were the main findings?
The tourism industry generally shows minimal awareness and consideration for accessibility.. Accessibility is perceived as an issue of social change requiring a cultural shift towards becoming a norm.. Both top-down leadership and bottom-up operational ownership are crucial for progress.. A collaborative approach ('meeting in the middle') is necessary for effective development.
What research method was used?
Qualitative research using semi-structured interviews. with 10 participants.
How strong is the evidence?
Evidence strength is rated Moderate effect, based on a 2015 journal from Journal of Tourism Futures.
What should I do differently in my next project?
Conduct user research with individuals with diverse accessibility needs to inform the design of tourism products, services, and infrastructure. Develop targeted marketing campaigns that highlight accessible features and benefits.
What are the limitations?
The study focused solely on New Zealand's tourism industry, and findings may not be directly generalizable to other contexts. The sample size of ten stakeholders, while providing depth, may not capture the full spectrum of industry views.