The representation of persons with disabilities in tourism marketing

The study examines the representation of people with disabilities in tourism marketing and evaluates both societal perceptions and the self-perceptions of those affected in this context. In line with the Sustainable Development Goals (SDGs 3, 10, and 11), the study addresses the social exclusion of people with disabilities in tourism and recognizes their potential as regular customers, provided their needs are met.

Methodologically, a qualitative research approach was chosen, comprising a content analysis of marketing materials, two focus group discussions, and ten individual interviews with people with visual, hearing, learning, and mobility disabilities. The results show limited and inadequate consideration of people with disabilities in tourism marketing, particularly across different types of disabilities. This inadequate representation and the lack of relevant information undermine the credibility of tourism companies and negatively influence travel decisions.

The study deepens our understanding of the role of social sustainability in addressing exclusion and calls for a shift toward a more inclusive approach to tourism. The pursuit of self-enhancement motivates people with disabilities to actively participate in tourism decision-making processes and product development. This direct co-creation is crucial, as it enables service providers to draw on the knowledge and experiences of those directly affected to develop tourism that is truly needs-based and accessible. Such a transformation can be achieved through the joint design of products and marketing materials, fostered by self-enhancement and collaborative identity.

• Massive underrepresentation: People with disabilities are barely visible in tourism marketing, accounting for only 0.8% of the images examined, with depictions of visual, hearing, or learning disabilities almost entirely absent.
• Images as a tool for evaluation: Unlike people without disabilities, people with disabilities do not use marketing photos for inspiration, but rather as a critical tool to assess actual accessibility and site conditions on location.
• Loss of credibility due to misinformation: Frequent discrepancies between online promises of accessibility and the actual situation in hotels lead to great frustration and damage the credibility of providers.
• Boosting self-enhancement: An authentic and positive media portrayal promotes self-enhancement among people with disabilities and motivates them to participate more actively in tourism.
• Central importance of co-creation: Thedirect involvement of people with disabilities in the development of products and marketing materials is a fundamental prerequisite for a socially sustainable transformation of the industry.
• Need for Standardized Detailed Information: The lack of reliable technical specifications (e.g., door widths or bed heights) is perceived as just as much of an obstacle as physical inaccessibility.
• Desire for neutral communication: Many people with disabilities prefer factual, feature-oriented language that presents accessibility as a standard quality feature, rather than stigmatizingly highlighting the disability.
• Lack of industry awareness: Inadequate representationand insufficient offerings often result from a lack of awareness among decision-makers regarding the diverse needs associated with different types of disabilities.