Accessible tourist destinations: A bifactorial image model of perceived image

This study identifies key attributes shaping the perceived image of accessible tourist destinations (ATDs) from the perspectives of various demand segments, including people with disabilities, individuals with health condition and their companions, and tourists without accessibility needs. It also compares these perceived attributes with those projected by destination management organizations (DMOs), as identified in previous research. A survey of 1052 Portuguese participants, employing quota sampling, supported a two-factor model of ATDs' perceived image, with accessibility as a transversal dimension encompassing structural and environmental features. Accessible infrastructure and safety were identified as essential, while price and inclusive messaging were not significant in the confirmatory factor analysis. Attribute prioritization varies across segments, the results revealing substantial gaps between perceived and projected images, pointing to the need for closer alignment in destination branding strategies. • A bifactorial model reveals how accessible destinations are perceived. • Accessibility is a transversal dimension of accessible destinations. • Safety and infrastructure are key attributes of accessible destinations. • Tourist segments prioritize accessibility-related attributes differently. • Accessibility enhances the destination image and competitiveness.