Short answer

Shift marketing strategies from a checklist of accessibility features to a narrative that celebrates diversity and actively includes individuals with disabilities and their families in the tourism experience.

Field: User-Centred Design
Source: Journal of Sustainable Tourism (2017)
Method: Content Analysis (Quantitative and Qualitative)
Evidence: Moderate effect

Marketing materials for tourist attractions must evolve beyond simply detailing physical access to embrace a broader, inclusive approach that acknowledges and integrates individuals with disabilities and their social units, particularly families. This user-centred design research insight is drawn from a 2017 study published in Journal of Sustainable Tourism. Using Content analysis (quantitative and qualitative), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Shift marketing strategies from a checklist of accessibility features to a narrative that celebrates diversity and actively includes individuals with disabilities and their families in the tourism experience.

Study

User-Centred DesignHigh ImpactModerate effect

Inclusive Marketing: Moving Beyond Access to Foster True Social Inclusion in Tourism

Journal of Sustainable Tourism · 2017

Key Findings

01Marketing materials primarily focus on physical accessibility features.
02Imagery often portrays persons with disabilities as quasi-invisible or sends ambiguous messages.
03Communication rarely addresses the family unit, neglecting the family tourism experience.
04The implementation of inclusiveness in marketing is weaker than expected.

Application

Design takeaway

How to apply

When developing marketing campaigns or website content for any service or product, actively seek to represent a diverse range of users, including those with disabilities, and consider how they interact within their social groups.

Project actions

01When researching user needs, go beyond basic functional requirements to understand social and emotional aspects.
02Ensure your design documentation clearly articulates how your design addresses the needs of diverse user groups.

Method & Evidence

AimHow can the marketing and representation of tourist attractions be enhanced to promote greater social inclusion for persons with disabilities and their families?

MethodContent Analysis (Quantitative and Qualitative)

ProcedureResearchers analyzed brochures and websites of visitor attractions in Cornwall, England, examining their marketing content, imagery, and messaging related to persons with disabilities and their families.

ContextTourism and visitor attractions

Variables

IVMarketing strategies and content (e.g., imagery, messaging focus)

DVLevel of social inclusion for persons with disabilities and their families

CVType of visitor attraction, geographical location

Strengths & Limitations

Strengths

+Combines quantitative and qualitative methods for a richer analysis.
+Addresses a socially relevant and under-researched aspect of tourism.

Limitations

The study's focus on tourism might limit direct applicability to other design fields without careful adaptation. The qualitative analysis of imagery can be subjective.

Reliability & validity

Reliability could be improved by using multiple coders for the content analysis. Validity is supported by the triangulation of quantitative and qualitative data, but the subjective nature of imagery interpretation remains a consideration.

Think critically

To what extent does the 'neo-liberal ideology' mentioned in the paper influence the superficial implementation of accessibility and inclusion in marketing across various industries, not just tourism?

Design Principles

"Design for inclusion by representing diverse users authentically and considering their social context throughout the user journey."

Effective user-centred design in tourism requires understanding the holistic needs and experiences of all potential visitors. By failing to represent PWDs and their families authentically, attractions miss opportunities to build genuine connections and foster a sense of belonging, ultimately limiting their market reach and social impact.

What This Means for Your Design

Attractions need to show people with disabilities having fun with their families, not just say they have ramps. This makes everyone feel welcome.

How to use in your project

1.Reference this study to justify the need for inclusive representation and marketing in your design project, especially if your target audience includes individuals with disabilities or families.

Add to My Project

Quick Cite

Paragraph starter

This research highlights a critical gap in inclusive marketing within the tourism sector, where promotional materials often prioritize physical access over genuine social integration. The study's findings suggest that a more comprehensive approach, actively representing individuals with disabilities and their families in marketing imagery and narratives, is essential for fostering a sense of belonging and enhancing the overall visitor experience. This underscores the importance of moving beyond basic accessibility to embrace a user-centred design philosophy that champions true social inclusion.

Source

Journal of Sustainable Tourism

Disability, social inclusion and the marketing of tourist attractions

journal · 2017

View source

Questions About This Research

What does the research say about inclusive marketing: moving beyond access to foster true social inclusion in tourism?: Shift marketing strategies from a checklist of accessibility features to a narrative that celebrates diversity and actively includes individuals with disabilities and their families in the tourism experience. Evidence: Journal of Sustainable Tourism (2017).
Why does "Inclusive Marketing: Moving Beyond Access to Foster True Social Inclusion in Tourism" matter for design?: Effective user-centred design in tourism requires understanding the holistic needs and experiences of all potential visitors. By failing to represent PWDs and their families authentically, attractions miss opportunities to build genuine connections and foster a sense of belonging, ultimately limiting their market reach and social impact.
How can designers apply this research?: Shift marketing strategies from a checklist of accessibility features to a narrative that celebrates diversity and actively includes individuals with disabilities and their families in the tourism experience.
What were the main findings?: Marketing materials primarily focus on physical accessibility features.. Imagery often portrays persons with disabilities as quasi-invisible or sends ambiguous messages.. Communication rarely addresses the family unit, neglecting the family tourism experience.. The implementation of inclusiveness in marketing is weaker than expected.
What research method was used?: Content Analysis (Quantitative and Qualitative).
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2017 journal from Journal of Sustainable Tourism.
What should I do differently in my next project?: When developing marketing campaigns or website content for any service or product, actively seek to represent a diverse range of users, including those with disabilities, and consider how they interact within their social groups.
What are the limitations?: The study focused on a specific geographical region (Cornwall, England), and findings may not be universally generalizable. The analysis was based on existing marketing materials, not direct user feedback.