How to Improve Disability Media Representation in the Tourism Industry

Abstract:

This paper explores the crucial role of inclusive media representations in tourism, and it focuses on the need for a more accurate and respectful representation of disabled people. And provide recommendations to improve the visibility and fairness of promotional materials for persons with disabilities in the tourism industry, to enhance the performance of travellers with disabilities in the tourism industry and in society.

Keywords: Inclusive tourism, media representation, disability awareness, social equity

Tourism is an important part of the global economy and plays an important role in promoting economic development, job creation and social progress. However, people with disabilities are often overlooked in tourism and the tourism industry is not always friendly or accommodating to them, which indirectly contributes to the lack of representation of the disabled community in society (Benjamin et al., 2021). The media can shape the notion of social order by creating representatives of minorities, achieving a more inclusive consumer culture and changing social stereotypes of minorities. It is therefore worth thinking about how the tourism industry can better attract and express travellers with disabilities through the media so that they are treated fairly.

Media representations set the meaning of things through the creation of pictorial features, in a way that constitutes societal culture, meaning and knowledge, and establishes societal norms of common sense and behaviour. In the tourism industry, tourism marketing materials convey messages using socially defined attributes. Pictures and words have the power to influence people's opinions, limit and change minds. It is therefore important for the tourism industry to showcase a diverse and inclusive disability community when shaping advertising and media. This not only helps to ensure that people with disabilities are welcomed and accepted, but also contributes to wider societal perceptions and policy improvements by improving media coverage and changing public stereotypes of disability (Cloquet et al., 2017).

The main problem in current tourism promotion is the lack of visibility and biased portrayal of disabled travellers. Disabilities are conspicuously absent from various tourism brochures and online websites. In advertisements and promotional materials, the media either portray persons with disabilities as pathetic or as heroes. For example, many adverts show only images of disabled people who need help, reinforcing the impression that they are incompetent and dependent. Or some adverts rave about disabled people performing some of the tasks that normal people do. Few media outlets portray the self-perceived image of people with disabilities based on real situations. These prejudices this not only ignores the existence of people with disabilities as whole individuals but may also lead to the tourism industry failing to adequately consider the needs of people with disabilities and limiting their travel choices and experiences (Södergren et al., 2023).

To address these issues, the tourism industry can start by adopting a multi-channel communication strategy, including TV programmes, advertisements, social media and festivals, to ensure that different types of disabled people are reached. Producing special programmes on tourism for persons with disabilities in cooperation with television and radio stations to showcase accessible tourism facilities and services. Place keyword adverts on major search engines and work with popular travel websites to display disabled travel adverts on their home pages or related pages. Promoting disability tourism on social media platforms can reach a wider audience, especially young people. Secondly, when describing tourists with disabilities, pictures and words deliberately targeting persons with disabilities should be avoided and more harmonious graphic expressions should be used. Persons with disabilities can be integrated with other promotional elements, focusing on the tourism element without deliberately emphasising the identity of persons with disabilities. For example, combining disability and pet-friendliness divides the attention from people with disabilities, thus reducing prejudice to some extent. Finally, the travel media should be aware of what people with disabilities really think, rather than defining and describing travellers with disabilities according to their own views or traditional ideas. Through social media, disabled travellers can tell their stories autonomously, thereby challenging the objectification of disability. The tourism industry should engage with the disability community on social media, encourage them to share their travel experiences, collect their opinions and suggestions, and share travel stories involving persons with disabilities on tourism websites.

Improving the representation of persons with disabilities in the media will not only enhance the social responsibility and fairness of the tourism industry but will also open up a wider market and enhance the image and competitiveness of the industry as a whole. By implementing these strategies, we can look forward to a more inclusive and diverse tourism environment where persons with disabilities can freely express their needs and enjoy an equal and respectful travelling experience. This is not only an improvement to the tourism industry, but also a contribution to the progress of society.

References

Benjamin, S., Bottone, E., & Lee, M. (2021). Beyond accessibility: Exploring the representation of people with disabilities in tourism promotional materials. Justice and Tourism, 153–171.

Cloquet, I., et al. (2017). Disability, social inclusion and the marketing of tourist attractions. Journal of Sustainable Tourism, 26(2), 221–237.

Södergren, J. & Vallström, N. (2023). Disability in influencer marketing: A complex model of disability representation. Journal of Marketing Management, 39(11–12), 1012–1042.

This discussion paper emphasized the need for tourism to adopt inclusive media representation that portrays the disabled and includes them. Recommendations to increase visibility and fairness in promotion align with an inclusive travel experience for the disabled and the acceptance of a new, larger social paradigm. The purpose of this commentary is to complement the measures in this discussion paper to improve and promote the media image of persons with disabilities in the tourism industry.

Showing people with disabilities from different cultural backgrounds in tourism promotion can greatly increase the inclusiveness and diversity of the publicity, and promote the acceptance and understanding of people with disabilities in society. For example, tourism promotional materials can show people with disabilities from different racial, ethnic and cultural backgrounds participating in various forms of travel and tourism activities. This not only shows the charm of multiculturalism, but also demonstrates the inclusive attitude and support of the tourism industry for all visitors. In this way, the public can see that people with disabilities from different cultural backgrounds can also enjoy a variety of travel experiences, which helps to break down cultural and social barriers (Fuente-Robles et al., 2020). In addition, focusing on cultural inclusion in tourism promotion can further demonstrate respect and support for people with disabilities by organizing and participating in multicultural events and festivals. For example, some tourism destinations can hold international Tourism festivals for people with disabilities, inviting disabled visitors and their families from all over the world to participate, showcasing accessible tourism facilities and services in various countries, and sharing successful cases and experiences. This will not only promote international cooperation in the tourism industry, but also increase social attention and support for people with disabilities, and promote the inclusive development of the global tourism industry (Fuente-Robles et al., 2020).

Tourism companies can enhance the media profile of people with disabilities by creating inclusive brands. Inclusive brands emphasize not only accessibility and services, but also cultural diversity and social equity. Research shows that inclusive brands can attract more customers and enhance a company's market competitiveness and brand loyalty (Jamin et al., 2024).

References:
Fuente-Robles, Y.M.D.L., Muñoz-de-Dios, M.D., Mudarra-Fernández, A.B. and Ricoy-Cano, A.J. (2020) Understanding Stakeholder Attitudes, Needs and Trends in Accessible Tourism: a Systematic Review of Qualitative Studies. Sustainability, 12(24) 10507.

Jamin, A., Gbadamosi, G. and Svetla Stoyanova-Bozhkova (2024) The Ecosystem of Disability Inclusion in Hospitality and Tourism organisations: an Integrative Review and Research Agenda. International journal of contemporary hospitality management, 36(13) 38–56.