The representation of persons with disabilities in tourism marketing: shaping a collaborative identity framework

This research investigates the representation of people with disabilities (PwD) in tourism marketing, evaluating social perceptions and their self-perceptions related to it. Aligned with the Sustainable Development Goals 3, 10, and 11, this study addresses the marginalization of PwD in tourism, recognizing their potential as regular customers if their needs are met. A qualitative research approach is employed, including a content analysis of marketing materials, two focus group discussions, and 10 individual interviews with people with seeing, hearing, learning, and mobility disabilities. The results indicate limited and inadequate consideration of PwD in tourism marketing, especially across different disability types. This insufficient representation and a lack of pertinent information negatively affect tourism companies’ credibility and influence travel decisions. The study enhances understanding of social sustainability’s role in addressing marginalization, calling for a shift toward a more inclusive tourism approach. Self-enhancement motivates individuals with disabilities to actively engage in tourism decision-making and product development, aligning industry efforts with their in-group perspectives. This direct co-creation is crucial, as it allows tourism service providers to leverage their knowledge and experiences, ensuring the development of truly needs-oriented accessible tourism. This transformation is achievable through co-creating tourism products and marketing materials, fostered by self-enhancement and collaborative identity.