Eleni Michopoulou

Information-enabled tourism destination marketing: addressing the accessibility market.

This paper demonstrates that the accessibility market is not homogenous, but it entails different sub-segments with distinct needs and requirements. Ultimately each person is unique in his/her abilities and preferences and this is more evident in this market. Secondary research revealed the size of the accessibility market in Europe to be 127 million people. Extensive qualitative research through 16 focus groups has demonstrated that the main requirements of these segments focus on three interlinked elements, namely accessible built environment, information regarding accessibility and accessible information online. Traditional segmentation contradicts the central concept of participation, as directed by the social model of disability, and it entails assumptions regarding the requirements of the market segments. Information communication technologies (ICTs) can assist destinations to effectively address the particular requirements of these market segments through the use of profiling and personalisation features, which will allow users themselves to specify their requirements. Through the use of ICTs, users are enabled to declare their needs and requirements. Destinations can then offer suitable products and services according to the particular needs of each traveller, encourage participation, congruent with the social model of disability.

Performance measures of net-enabled hypercompetitive industries: The case of tourism

This paper investigates the theory and practice of e-metrics. It examines the tourism sector as one of the most successful sectors on-line and identifies best practice in the industry. Qualitative research with top e-Marketing executives demonstrates the usage and satisfaction levels from current e-metrics deployment, selection of e-metrics for return on investment (ROI) calculation as well as intention of new e-metrics implementation and future trends and developments. This paper concludes that tourism organizations gradually realise the value of e-measurement and are willing to implement e-metrics to enable them evaluate the effectiveness of their planning processes and assess their results against their short- and long-term objectives.

Information provision for challenging markets: The case of the accessibility requiring market in the context of tourism

Abstract The paper investigates the requirements of users with disabilities and the implications that these tourists have for developing accessible tourism information systems. A series of focus groups and interviews revealed the informational needs of people with disabilities, as well as the relevant technical difficulties involved in addressing these needs. The results indicated that the indispensable requirements include the following: (1) the veto or absolutely minimal prerequisites principle; (2) an indication of holistic accessibility paths; and (3) door-to-door access maps. The technical challenges identified focus on interoperability, content integration and personalization. The paper concludes by demonstrating how the tourism industry can overcome these challenges and address disabled travelers’ needs.

Accessible tourism futures: the world we dream to live in and the opportunities we hope to have

Purpose Accessible tourism is evolving as a field of academic research and industry practice, set within a dynamic social context. The field is interdisciplinary, multidisciplinary and transdisciplinary. The purpose of this paper is to examine key concepts and global initiatives that will shape accessible tourism futures. Design/methodology/approach Three of the authors have extensive academic experience in the area and the fourth author is the Managing Director of the pre-eminent European Network for Accessible Tourism. In taking a limited Delphi approach to canvassing key areas likely to shape accessible tourism futures, the following concepts and policy initiatives were examined: motivations, dreams and aspirations of people with disability; demography; UN Convention on the Rights of Persons with Disabilities; destination competitiveness; universal design (UD); and the UN Sustainable Development Goals for 2030. Findings A discussion of each of the above areas was placed in context to accessible tourism...

Destination Management Systems: Technical Challenges in Developing an eTourism Platform for Accessible Tourism in Europe

This paper demonstrates how destinations can utilise ICTs to strengthen their competitiveness and capture profitable market segments; in particular the accessibility requiring market. Sixteen focus groups conducted during three workshops and interviews, provided qualitative data on the disabled user requirements regarding tourism information. In order to accommodate these requirements and serve this market effectively, an e-Portal that provides accurate, relevant, reliable and accessible tourism information is required. Building and operating such a portal entails four critical technical challenges, namely: Interoperability, Content Integration, Accessible Design and Personalisation. Results indicate a number of trade-offs that system developers need to decide upon when incorporating user requirements in the design process. The paper concludes by demonstrating how destinations need to utilise ICTs in order to effectively address the disabled traveller requirements and capitalise on this market.

Developing an eTourism Platform for Accessible Tourism in Europe: Technical Challenges

This paper identifies the technical challenges and requirements for building and operating a comprehensive eTourism platform for serving the disabled traveller market. The most critical technical challenges are illustrated, namely: Interoperability, Content Integration, Accessible Design and Personalisation. The ePortal requires synergies between eBusiness, eTourism, eGovernment and eCitizen services and demands a high degree of standardisation and interconnectivity. Stakeholders that address this market, including: tourism suppliers, Destination Management Organisations such as National- Regional- and Local Tourism Boards, e-intermediaries, portals and content providers, as well as disability related organisations, should ensure the full interoperability with the system and should work together towards creating a range of accessible tourism paths in their destinations. This e-service relies heavily on relevancy of content as well as accuracy and quality of information. As disabled people have restricted choices, due to the physical and informational accessibility barriers integrating content from a wide range of reliable sources will be critical. The aim is to integrate and syndicate information related to accessible tourism venues, which is currently scattered in a wide number of service providers available in different formats. The accessible design of the platform enables disabled users, utilising a variety of assistive technologies, to retrieve information in an efficient and effective manner and is also of paramount importance for both their ability to select the most appropriate service and also for their satisfaction. The service also provides augmented personalisation features by deploying user profiling techniques that encapsulate the particular user requirements of the disabled market. ICTs can not only assist disabled citizens to identify suitable tourism products but can also enable the personalisation of information retrieval and customisation of interfaces. OSSATE as a specialised eTourism portal needs to take into consideration the key priorities of the disabled market and the technical challenges that evolve in building a system to address the particular requirements of this market. To ensure success, the portal will require accessibility, auditing, e-tourism and e-business expertise that will enable the delivery of personalised database-driven, web-based and/or mobile telephony information and reservation services. The development of a flexible and fully interoperable technology platform that enables suppliers to “plug and play”, will allow the growth of the service and provide disabled consumers the ability to customise the way they retrieve and interact with information.

Local community attitudes and perceptions towards thermalism.

ABSTRACT Thermalism is enjoying a global resurgence of interest as consumers seek out ethical, natural, and place-based wellness experiences. In Europe, the ‘success rate of healing through thermalism has maintained the high reputation of thermal springs with curative powers’. However, thermalism has been culturally lost in the UK. This study focuses on a UK historical spa site currently undergoing restoration. Once restored, this will be one of three UKs only spa hotels with direct access to natural thermal mineral waters. An ethnographic case study design was used to explore communitys perceptions and attitudes towards thermalism and the wellness tourism development model being implemented on location. Findings suggest that memories of the values and virtues of thermalism persist within the community and that, if harnessed, can play a significant role in supporting the local and national wellness agenda. However, findings also suggest that the reintroduction of thermal tourism in the location is perceived by the community as a luxury commodity reserved exclusively for the wealthy and elite members of society. Thermalism is a social and cultural resource and thus attention should be paid to ensure that any wellness tourism development model follows a cultural participatory logic and not solely an economic one.