Employees’ Awareness and Organisational Culture in the Implementation of Accessible Tourism Standards in Egyptian Travel Agencies “An Analytical Study of Category (A) Agencies”

This analytical study aims to identify the role of employees' awareness and organisational culture in the implementation of accessible tourism standards, with a focus on Egyptian category (A) travel agencies in the governorates of Cairo and Giza. The research is based on a theoretical framework that addresses the concept of accessible tourism, which constitutes an essential part of efforts for attaining social and economic justice. This concept seeks to provide tourist destinations that are accessible to all, regardless of their physical or sensory conditions, and to ensure full participation in tourism-related activities. The study analyses the nature of the relationship between professional awareness and organisational culture on the one hand, and the extent to which accessible standards are implemented within category (A) travel agencies on the one hand. The study revealed that a lack of awareness and weak institutional values supporting inclusion and diversity are amongst the main obstacles to the application of accessible tourism standards. The study recommends the integration of accessible tourism concepts into training and professional development plans within the tourism sector, as well as the establishment of an organisational culture that embraces the values of equality and justice. This would contribute to improving the quality of tourism services and enhancing the competitiveness of Egyptian travel agencies in both local and international markets.