THE ROLE OF DIGITAL ACCESSIBILITY MANAGEMENT IN SHAPING AN INCLUSIVE ENVIRONMENT IN TOURISM

The article explores the critical role of digital accessibility management in fostering an inclusive environment in the tourism sector. As the global tourism industry evolves, ensuring equal participation of diverse social groups– including persons with disabilities, elderly individuals, and those with temporary mobility or sensory limitations– has become a necessity. Despite international efforts and normative frameworks, numerous barriers – physical, informational, and especially digital – continue to hinder equal access to tourism services. Digital accessibility refers to the ability of all users, regardless of their abilities, to access digital platforms, applications, and services. In tourism, it includes access to booking platforms, websites, virtual tours, and mobile applications. The study highlights the relevance of Web Content Accessibility Guidelines (WCAG) 2.1 as a global benchmark for developing accessible digital content and outlines the core principles: perceivability, operability, understandability, and robustness. The article identifies the strategic value of embedding digital accessibility into the digital transformation strategies of tourism businesses. Effective management enhances user experience, expands target audiences, and aligns with the goals of sustainable and inclusive tourism. Evidence from the U.S., Spain, and Australia reveals that businesses prioritizing digital accessibility not only fulfill social obligations but also gain market advantages. Ukrainian practice is examined through the analysis of tourism-related websites and mobile platforms. The analysis shows that inconsistency in applying WCAG standards across the industry is a barrier to widespread inclusion. The article concludes by proposing a set of managerial approaches including strategic planning, inclusive design, digital quality monitoring, and staff training to build a sustainable and inclusive digital ecosystem in tourism. Special attention is paid to the development of national regulatory frameworks and public-private partnerships. Overall, the article emphasizes that digital accessibility management is not only a technical requirement but a strategic priority to achieve social equity and business competitiveness in the tourism industry.