Accessibility: meaning and

evaluation criteria
 Table of Contents

1. Foreword ...............................................................................................3
2. Meaning of accessible tourism.………………….………………………...4
3. Functional requirements and performance measurements in value
chain.......................................................................................................8
4. Technical-Functional requirements – the four critical parameters of
accessibility…………………………….….………………………………...16
5. The 7 Universal Design principles.........................................................18
6. Quality standards for accessibility information Schemes (AIS)
………................................................................................................…22
7. Resources……………………………………………………………………28

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 Foreword

Accessible tourism is about making adjustable offer to the customers with different needs
and enables them to travel where and when they want to travel. Accessible tourism is
targeting groups of people with wide range of needs. Groups consist out of persons with
disabilities, seniors, mothers with small children etc. In tourism we have to see all this
individuals as tourists and customers, not as group with special needs. Than we can
easier understand also the need for tourism to change and adjust according to customers
needs.
Tourism is already aware that the market for accessible tourism is growing, there is a
strong need for providing accessible products and services in terms of price and quality
and also in terms of rights of persons with special needs. Notwithstanding of three strong
evidences, accessible tourism is still facing rejections due to misunderstanding of the
whole concept. It is mainly seen as investment cost, a problem rather than golden
opportunity and its relatively unknown concept. There is a big lack of knowledge about
requirements and opportunities in accessible tourism, therefore there is a strong need to
explain the meaning of accessible tourism, basic concepts of accessibility, which are
functional requirements and performance measurements in the whole chain of accessible
tourism and which quality standards and principles in design needs to be followed.

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 1. Meaning of accessible tourism

The customers who need good access can have various requirements. Their demands
depend on the circumstances of each individual but it if we categorise and analyse the
main types of needs it is then possible to make the necessary provisions to cater for
everyone. Tourism providers must look at their ways of doing things and adjust their
offers and products to take the various needs into account – this is the meaning of
“Accessible Tourism for All”. Most importantly, accessible tourism is not meant to be a
new kind of tourism, offering segregated travel, only for people with disabilities.
Instead, accessibility must be integrated in every kind of tourism offer and experience,
allowing all people to take part in cultural, rural, gastronomy, adventure tourism, or
whatever it may be. Good access makes it possible to decide and take the trip or
holiday you prefer. In fact, the accessible tourism market is part of every tourism
market – or at least it should be. The needs of disabled visitors and others who require
accessible services and facilities should be considered as part of all tourism offers.
What is important to these tourists is that their access requirements needs are catered
for throughout their entire journey. This means, from the moment of browsing websites
and catalogues to booking the trip; to using the transport; through to the hotel,
gastronomy, activities and excursions and then sharing the experience with others
when they come home again, every aspect of the journey must be accessible.

These challenges need to be addressed by a wide variety of actors in the tourism and
travel sector working together (small and big hotel owners, travel agents, transport
managers, designers of web page – and also with organisations of disabled people and
other associations dealing with special needs. We must have in mind also public
policymakers and destination managers. There are at least 3 crucial reasons for
providing accessible tourism.

1. The moral duty and legal imperative of making reasonable adjustments to

customers’ needs;

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 2. Demographic ageing and the growing market of people with access needs; and

3. The business case for accessible tourism: how better access can generate profits
and improve the competiveness of destinations and enterprises.

Moral duty and legal obligations

Sometimes it feels that is counter-productive to emphasise moral duties and legal

obligations when talking to the tourism industry about improving their accessibility.
Nevertheless is worth emphasizing that moral obligations are not only for disabled, for
them, but it is also for us, our friends and local environment in which we operate. It
means enrichment of tourist offer and very good opportunity to develop social
responsibility in the industry. While large sections of the tourism industry may not be
aware of it, the rights of persons with disabilities to equal participation in society are
being strengthened in Europe and throughout the world.

The most significant development to be aware of in this area is the UN Convention on

the Rights of Persons with Disabilities (2007), which has been ratified by the whole of
the European Union and by 21 Member States so far. Article 30 of the UN Convention
includes the objective of ensuring equal access to Leisure, Sport and Tourism.
According to the convention, reasonable accommodations must be made by providers
to ensure that tourism venues and services are accessible for all customers, without
discrimination. We can expect if future also new national laws which will be adapted to
meet the objectives of UN Convention. (For more information about legislation issues
see chapter Accessible tourism, general aspects, p. 13.)

There is a lack of a comprehensive approach to the issue of accessibility form the

legislative point of view, also at international level. Legislation by itself doesn't
guarantee accessibility; there should be developed different initiatives and tools as
supportive environment through which accessibility will be addressed in manner of
acceptance and quality.

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 Demography

The population of Europe is rapidly changing towards a society with a higher proportion
of older citizens. Indeed, demographic ageing is increasing in Europe and developed
countries worldwide. Currently, more than 75 million people in Europe over 65 years of
age. Looking at European figures alone, the total number of elderly citizens is
estimated to increase to nearly 35% by the end of 2025.This has huge implications for
the tourism sector, especially regarding access issues.

Correlation between disability and aging is well known. Needs of elderly persons are
similar or the same as needs of persons with disability and they are increasing with
age. At age 60 to 64, 60% of the population has some kind of permanent health
problem or disabilities. But the new generations of older citizens in Europe want to
travel, whether or not they may be disabled or have some mobility difficulties or a
health condition. In 2011, there were 138.6 million people with access needs in the EU,
of which 35.9% were people with disabilities aged 15-64, and 64.1% were elderly, aged
65 or above.

The business case for accessible tourism

The tourism industry is facing different problems when we tackle the issue of
accessibility. First of all this type of tourism is relatively unknown and a lot of
information connected for improving of accessibility is misunderstood or exaggerated.
Rather surprisingly, it has been difficult to gain an accurate picture of how many people
with disabilities actually travel, until quite recently. In Australia, the USA and in England
a few studies and surveys have begun to show the size and nature of the actual
accessible tourism market. Considering the wider population of those who require good
access, it is evident that accessible tourism is not a small “niche” market. In 2012,
people with access needs in the EU took approximately 783 million trips within the EU,
and the demand is anticipated to grow to about 862 million trips per year by 2020.
However, there are also people from all over the world who choose Europe as their

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 holiday destination and many of these are seniors and people with disabilities or
reduced mobility. So these must be added to the overall numbers.

Ten reasons for making a destination accessible

1. A SIGNIFICANT MARKET VOLUME The target group made by people with

disabilities and the elderly is actually a highly potential market that is still little known.
They usually go on holiday more than once a year, also during low season periods, and
are usually accompanied by relatives, friends or personal assistants.

2. INCREMENT OF THE POTENTIAL DEMAND The presence of people

accompanying customers with special needs creates a multiplying effect that increases
the number of potential tourists with consequent increase of the potential demand.

3. MARKET GROWTH Some research studies shows that the European population
has been increasingly ageing over the last few years. This could translate into a growth
of the market where the target group is exactly the elderly.

4. OPPORTUNITY TO DEVELOP DOMESTIC TOURISM People with disabilities do

not usually tend to travel abroad because they fear they might have to face more
barriers. This is why tourism for all could favour the development of the national
domestic tourism industry.

5. CUSTOMER CARE The offer of a holiday ‘with no barriers’ satisfies the needs of
people with disabilities. Clients’ can consequently more easily become repeat clients
and a powerful marketing channel by word-of-mouth. Word-of-mouth is a very
important marketing channel to build and spread a positive image of the destination.
Satisfying the needs of people with disabilities could, therefore, translate into an
increase of the demand for a destination with positive economic returns for the tourist
operators of that area.

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 6. THE POSSIBILITY FOR OFF-SEASON BUSINESS It was repeatedly highlighted
that tourists with special needs sometimes prefer to travel during low season. That is
because it is usually easier to find accommodation in and visit tourist destinations. As
far as the supply is concerned, that would translate into a higher usage of the
infrastructure across the seasons. It is easy to understand that it practically means
positive economic returns for the tourist operators.

7. POSITIVE EFFECTS ALSO FOR THE OTHER TOURIST TARGET GROUPS

Tourism without barriers brings benefits also to other target groups such as families
with small children and the elderly and also those who have, even if temporarily, some
degree of impairment.

8. MORE BENEFITS FOR RESIDENTS TOO When a decision is taken to make a

destination accessible to all, the consequent enhancements will not only benefit the
potential tourist, but, first of all, the residents and all those who, even if for a limited
period of time, are to face difficult situations due to temporary disability.

9. INCREASE OF THE LEVEL OF KNOWLEDGE Knowledge about services and

packages validated as truly accessible also because experienced as such can be
quickly spread among the population, also through cooperatives and associations of
people with disabilities.

10.DIFFERENTIATION AND COMPETITIVE ADVANTAGE Design for all and design

of accessible tourist services can be the basis for agreements between tour operators
and tourist services providers. Accessibility would bring about a higher competitive
advantage against competitors.

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 2. Functional requirements and performance measurements in value
chain

The Chain of Accessibility is made of the following elements according to their

sequence in time:

 Planning and organising the trip,

 Transportation (outbound journey),
 On-site orientation,
 Accommodation,
 Restaurant services,
 On-site activities (sports, cultural.)
 Transportation (inbound journey),
 Recalling and re-visiting the holiday experience.

All the elements are connected by a logical thread, operational and behavioural that
makes them a whole. Each element has to guarantee to each other: integration,
accessibility, expertise, comfort and quality.

McKercher et al. (2003) identified a number of exogenous obstacles that may inhibit
travel, limit options or reduce satisfaction. Such obstacles include:

- architectural barriers, such as steps, inaccessible washrooms, inaccessible hotel

accommodations, etc.;
- ecological barriers, such as uneven footpaths, tree roots and other exterior
obstacles;
- transportation barriers, especially of the local transport variety including cars,
buses and taxicabs;
- legal barriers, when rules or regulations prohibit people with disabilities from
bringing needed equipment with them;
- communication difficulties, both in the individual’s home and at destination;

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 - attitude barriers, due to negative attitudes from service providers;
- information barriers, due to inaccuracy of data about site accessibility.

Accessibility needs must be addressed in the whole »chain of accessibility« and can be
summed in 4 crucial elements: information, transport, infrastructure and services.
The most important part here is to guarantee accessibility in the whole chain; otherwise
the trip is not accessible. Additionally we add also economic and psychosocial
accessibility, which are integrated in all 4 elements.

Accessible information

Disabled travellers need accurate and reliable information about access conditions at
destinations, venues, and in transport and accommodation. The general lack of this
kind of information in marketing and publicity materials is a huge limitation, which
narrows the choices of where to go and what to do. Even where accessible facilities
exist they are often not advertised or the information is tucked away in the back of
brochures and the depths of websites. Providing good access information, as part of a
wider strategy to improve accessibility for disabled people, can help make you a more
competitive destination. It can also help local businesses, and the destination as a
whole, to maximise market opportunities and improve the quality of the visitor
experience for everyone. Without good, easy to find access information many potential
visitors could be just a few clicks away from choosing somewhere else to visit.

The quality of information is an extremely important aspect for the development of

tourism for all. Accessible structures are often underused because persons with
disabilities are not aware that they exist. Moreover, the demand for accessible tourism
is limited by the need to rely on sources of information that are often not as reliable as
they should in relation to what the users of such a delicate segment of tourism, have
the right to expect.

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 Accessibility, the possibility of finding it and its reliability are the fundamental
characteristics of information quality. In order to be understood, information must first of
all be physically accessible by persons with specific needs. For example, the sign
describing a work of art must be located at the right height for persons using
wheelchairs, must contain characters in relief, in a colour that stands out from the
background and of adequate size, so as to be read by those with poor vision (the use
of these characters is preferable to the use of Braille, which only a minority of non-
seeing persons know). The need to find information about the various tourist
destinations is a problem that potential customers with specific needs have to face
when they decide to take a vacation: for example, a person suffering from food
intolerance has the necessity for information about the availability of differentiated
menus in hospitality facilities while a person with allergies will need information about
hypo/non-allergenic environments. For other types of disabilities, such as, for example,
motor or sensory disabilities, information will be needed about the physical accessibility
of the structures and their real ability to host customers with specific needs by offering
them the same services prepared for normal customers. The difficulty in finding this
type of information is, most of all, emerges by the absence of universally used methods
for measuring the accessibility of the structures. This difficulty is further amplified when
one realizes that the little information available about the accessibility of facilities is not,
in most cases, very reliable. More reliable quality information would allow disabled
tourists to choose how they spend their leisure time by offering them the opportunity to
select their tourism destinations freely without necessarily have to go always at the
same places. To be qualitatively competitive, a hotel's tourist brochure should not just
display a generic accessibility symbol but should also provide information about the
characteristics of living spaces and customer care policies: the dimensions of the
various areas, the presence of special and differentiated menus for customers with
intolerances, the presence of hypo/non-allergenic environments etc. Today all usually
starts with planning a trip with a help of Internet; therefore we have to have web side,
which should be designed according to web accessibility guidelines. There is no need

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 that all the information are included in accessibility area, but selected one should be
easy to find and on prominent place.

Accessible information is provident when we guarantee availability of detailed

information, to ensure their reliability and make sure that customer’s requests are
clearly understood.

Accessible transport

Transport is still a major barrier for many persons with disabilities, despite several EU
regulations in recent years and gradual improvements in practices in the Member
States. Most trains (and many metro and tram systems) in European countries are
inaccessible for wheelchair users and it can be necessary to give notice 24 or even 48
hours before taking a journey in order to have an assistant to provide an access ramp
at the platform of departure and arrival.

Taking an aeroplane - which is a common occurrence for many non-disabled people

nowadays - can be physically troublesome and psychologically challenging for the
disabled traveller. Stories abound about the trials and tragedies of disabled people
passing through airports, security checkpoints and on aeroplanes. EU regulations place
certain requirements to provide assistance in the larger airports but many disabled
travellers have negative experiences of air travel. There is still a long way to go before
all passengers receive the same level of customer care, comfort and respect
throughout the whole of Europe.

Accessibility of the means of transportation from and to the tourist destination and of
those that allow the tourist to move within and around the chosen destination is a very
important selection criteria for whether to choose or not a particular tourist location.

The means of transportation that are usually least accessible are: trains, taxis, and
means of public transport such as buses, trams, underground trains, and aircrafts.

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 It is very important to travellers with special needs, especially to blind people or to
those with reduced vision, that both the starting point and the destination point has
some orientation system. Raised-print maps or guiding paths on the floor of airports
and stations are, in fact, very useful. They help blind people with their orientation and
allow them to autonomously move around. The presence of accessible means of
transportation that allow mobility within and around the tourist destination should be
more advertised.

Accessible infrastructure

By architectural barrier we mean:

• Circumstances that present obstacles or physical impediments such as for instance:

narrow pedestrian paths, objects and terminals places very high out of reach, steps
present at access points;

• Circumstances that present sensory related barriers such as for instance: lack of
reference points, objects imperceptibility, wrong room lighting;

• Circumstances that can cause discomfort such as for instance: difficulty to grab
objects, inadequate or wrongly sloped ramps, and unsheltered paths;

• Circumstances that can be potential sources of danger such as for instance: slippery
floors, doors or windows not adequately signalled, presence of stumbling blocks;

• Circumstances that can cause fatigue such as for instance: very long or very steep
ramps, steep staircases, inadequate handrails, soft flooring, the presence of mats,
carpets, etc.

All the circumstances listed above refer to safety conditions that must always be
guaranteed.

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 In the outdoor environment many physical barriers limit the movement of people with
mobility, visual and other impairments or restrictions. Public spaces in villages, towns
and cities are an essential ingredient in the visitor’s experience of Europe. The quality
and attraction of these spaces often relates to their historical character with features
that have remained unchanged, even for centuries. In many of Europe’s hotels and
other overnight accommodation the most basic facilities - well-designed toilets and
bathrooms that are accessible for all guests are still the exception. Vibrating fire
alarms, which can be placed under the pillow, are an important safety device for hotel
guests who are deaf but these are rarely available. Provision of a shower chair and a
non-slip bath mat are cheap and effective ways to ensure a guest’s comfort and safety
but they are seldom to be found. Building entrances and their surroundings, internal
spaces, passenger lifts and other facilities must be upgraded wherever they are
inadequate for guests with access needs.

Accessible services

Visitor attractions and activities at tourist venues frequently present access problems
for customers with reduced mobility or those who are deaf, blind or partially sighted,
and children or adults with learning difficulties. Visitors with disabilities are limited in
their possibilities for participation when the services on offer do not take into account
their needs and abilities; consequently, their holiday experiences can be greatly limited.
Staff awareness of disabled customers requirements, as well as basic knowledge and
skills must be developed through training, so that all customers can receive the
services they need – in a relaxed and friendly manner. Appropriate measures should
be taken to ensure that communication with guests is smooth and easy. It is important
to provide information with clear signage and also in alternative formats such as large-
print menus, information in Braille and written information. Hearing loops in reception
areas, ticket booths and conference rooms to enable people who use a hearing aid to
hear comfortably. New types of information and navigation services that are offered via
smart phones and other new technologies can also be a useful aid for visitors at a

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 destination. These applications that are increasing rapidly in the market place should
be designed to be accessible to persons with disabilities – and they should include
content, which describes the accessibility features (or barriers) of the places and the
activities on offer. Online ticketing and payment systems should also be accessible to
persons with disabilities, which is not always the case.

Economic accessibility

People with disabilities very often have to face additional costs due to: problems linked
to the level of accessibility of a tourist area/facility problems linked to the need for
assistance. Tourism for all does not equate to social or subsidised tourism. The
purchasing power of customers with specific needs is not necessarily different from that
of any other customer. We must, however, consider the fact that people with disabilities
very often have to incur additional costs due to: problems linked to accessibility;
especially for transportation and accommodation at hotels (very often, in fact,
accessible hotels are higher category hotels); and problems linked to the need for
assistance; people with disabilities who want to go on holiday without members of their
family must also pay for the cost of someone to assist them. That means that a holiday
can cost twice or three times as much compared to a regular holiday.

Psycho - social accessibility

Tourist operators’ negative attitude, their prejudices and unwillingness to listen to the
needs of people with disabilities are huge barriers for those tourists who wish to go on
holiday. The need to spread a culture that allows to overcome stereotypes based on
compassion and that recognises disabled customers as normal paying individuals who
deserve a quality and efficient service as anybody else, is absolutely essential. If
accessibility means the possibility for everyone to use a particular venue and to access
communication and information regardless of their physical, psychic or sensory
conditions, then, accessibility is necessary not only for people with various disabilities,
whether permanent or temporary; it is also necessary for older people, pregnant

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 women, families wit small children, overweight people or, simply, people carrying bulky
baggage or packages. An accessible tourist product should, therefore, be useable by
anyone.

Administrators and operators of tourist facilities should, thus, start thinking about:

• The characteristics (dimensional and qualitative) and modes of use of their structures;

• The specific needs of potential customers and visitors.

In summary, accessibility can be implemented by tourist operators through:

• Knowing well the environment they are working in;

• knowing the main needs of all potential customers;

• making their facility recognisable and usable;

• communicating and providing information clearly, effectively and with immediacy.

Psysho social accessibility means: being recognised as a customer, being fully

included in mainstream tourist offer, being respected, being offered quality services,
being able to participate on equal conditions and opportunities

3. Technical-Functional requirements – the four critical parameters of

accessibility

There are four parameters that can be used to assess the degree of accessibility of
tourist facilities. Such parameters can be regarded as critical and can be generally
applied to all types of facilities.

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 • Horizontal mobility (covering distances) concerns the length and the characteristics of
the routes linking the various sections of the facility or functional area, the size and
characteristics of doors and access ways, the way furniture is arranged.

• Vertical mobility (overcoming differences of level) that is stairways, sloping ramps and
other systems (including mechanic systems) linking different floors.

• Enjoyable-to-use venues. Each venue should be designed and arranged in such a

way to be easily enjoyable by people with disabilities, by removing obstacles and
differences of level and through a careful arrangement of furniture.

• Adoption of norms and regulatory compliance (architectural barriers, safety, fire

safety, etc.).

For each disability are different priorities. In fact, a specific requirement satisfying the
specific need of a person with a specific disability may not necessarily be a priority for
another person with a different disability. For instance, people with reduced vision
prefer to go from one level to the next using steps, while wheelchair ramps (gently
sloped) are an absolute priority for wheelchair users.

How to verify the level of accessibility

The collection campaign has to be well planned: define the area and facilities to be
include, involve the management, train the surveyors, train the data evaluators, plan
the information distribution system. All the items listed have to be “measured” with an
appropriate checklist where “facts” and not “evaluations” have to be inputted. Launch
the initiative to raise awareness. Launch the accessibility survey to the tourism
operators and public bodies to raise awareness and interest on the issue of accessible
tourism.

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 Methods to verify the level of accessibility

Contact by phone interview: provides information with limited value, as an independent

evaluator cannot evaluate their correctness.

Self-Assessment by the facility management: data are normally provided on a checklist

prepared by experts. The value of information, though still limited, may be checked
against “control “data fields in the checklist itself.

Direct inspection performed by trained external surveyors.

Necessary elements for direct inspection

The information collection is based on the “direct visit” to the tourist structure performed
by properly trained personnel. The information collection comes through the use of a
checklist, specially designed in collaboration with the Association of the people with
disabilities, for the collection of all the characteristics and the elements necessary to
guarantee comprehensive information in relation to a wide range of needs.

Other specific requirements are:

Comprehensive training of the people who are going to verify the conditions of
accessibility, involvement of the Management of the facility, agreement on the privacy
rules to allow the distribution of the collected data.

Don't make assumptions about people's abilities; make clear and direct description of
the situation. Do not judge. Add some good quality photos.

4. The 7 Principles of Universal Design

The 7 Principles of Universal Design were developed in 1997 by a working group of

architects, product designers, engineers and environmental design researchers, led by
the late Ronald Mace (Design Pioneer, internationally recognized Architect) in North

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 Carolina State University. Each principle above is succinctly defined and contains a few
brief guidelines that can be applied to design processes in any realm: physical or
digital. These principles are broader than those of accessible design and barrier-free
design.

Principle 1: Equitable Use

The design is useful and marketable to people with diverse abilities.

Guidelines:

1a. Provide the same means of use for all users: identical whenever possible;
equivalent when not.

1b. Avoid segregating or stigmatizing of users.

1c. Provisions for privacy, security, and safety should be equally available to all users.

1d. Make the design appealing to all users.

Principle 2: Flexibility in Use

The design accommodates a wide range of individual preferences and abilities.

Guidelines:

2a. Provide choice in methods of use.

2b. Accommodate right- or left-handed access and use.

2c. Facilitate the user's accuracy and precision.

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 2d. Provide adaptability to the user's pace.

Principle 3: Simple and Intuitive Use

Use of the design is easy to understand, regardless of the user's experience,

knowledge, language skills, or current concentration level.

Guidelines:

3a. Eliminate unnecessary complexity.

3b. Be consistent with user expectations and intuition.

3c. accommodate a wide range of literacy and language skills.

3d. Arrange information consistent with its importance.

3e. Provide effective prompting and feedback during and after task completion.

Principle 4: Perceptible Information

The design communicates necessary information effectively to the user, regardless of

ambient conditions or the user's sensory abilities.

Guidelines:

4a. Use different modes (pictorial, verbal, tactile) for redundant presentation of
essential information.

4b. Provide adequate contrast between essential information and its surroundings.

4c. Maximize "legibility" of essential information.

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 4d. Differentiate elements in ways that can be described (i.e., make it easy to give
instructions or directions).

4e. Provide compatibility with a variety of techniques or devices used by people with
sensory limitations.

Principle 5: Tolerance for Error

The design minimizes hazards and the adverse consequences of accidental or

unintended actions.

Guidelines:

5a. Arrange elements to minimize hazards and errors: most used elements, most
accessible; hazardous elements eliminated, isolated, or shielded.

5b. Provide warnings of hazards and errors.

5c. Provide fail safe features.

5d. Discourage unconscious action in tasks that require vigilance.

Principle 6: Low Physical Effort

The design can be used efficiently and comfortably and with a minimum of fatigue.

Guidelines:

6a. Allow user to maintain a neutral body position.

6b. Use reasonable operating forces.

6c. Minimize repetitive actions.

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 6d. Minimize sustained physical effort.

Principle 7: Size and Space for Approach and Use

Appropriate size and space is provided for approach, reach, manipulation, and use
regardless of user's body size, posture, or mobility.

Guidelines:

7a. Provide a clear line of sight to important elements for any seated or standing user.

7b. Make reach to all components comfortable for any seated or standing user.

7c. Accommodate variations in hand and grip size.

7d. Provide adequate space for the use of assistive devices or personal assistance.

5. Quality standards for accessibility information Schemes (AIS)

It is very important that the entire tourism industry is able to respond to the needs of
customers, by renewing and diversifying its offerings and by focusing much more on
the quality of the tourist product.

It is evident that the supply of a quality product inevitably comes through the better
understanding of the customer’s needs and desires. The well-known concept of
customer satisfaction essentially describes the psychological state that results from the
combination of multiple physical and psychological variables. The above leads directly
to consider the tourism product as an experience rather than as a service or amount of
services. It is therefore important to develop an holistic approach to tourism that will
lead us to understand, first of all, the importance of the interplay of the various services
in the tourism industry. From this point of view Tourism of All becomes synonym of

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 Tourism for Quality. Creating an accessible and integrated product often means
creating a comfortable product or service that is easily used by anyone in a straight,
comfortable way, thus adding value to the product. For the accessible tourism product
to become a marketing lever, quality must be carefully examined through its entire
industry chain. So, one cannot provide a general accessible product (a product that
conforms to accessibility standards, which are often applied in a not very rational way),
offered till this point of time and. Instead, it will be necessary to design and prepare the
expected product, i.e., the one that meets the desires of the specific target clientele, to
be a quality product. To do this, it must go beyond the customers' expectations by
incorporating unexpected characteristics and services. It will be precisely these
additional, unexpected elements that will qualify the product and make it attractive.
For example, a package addressed to the older people, should be carefully developed
(and publicized) in order to provide those additional elements of the service that are
related to the availability of medical care, low-calorie or hypoglycaemic menus, safety
systems, etc.
It is also important to emphasize that there is a close relation between product and
communication policies. Therefore, acting on the product means improving it in terms of
quality and exceed the expectations of the selected target customer so that, in addition
to the other components of the marketing mix, it can become a lever for repositioning.

Today, all European Union (EU) Member States have different forms of legislation,
which require specific access measures for people with disabilities to the built
environment. However, the European Union as a whole does not have a single set of
agreed standards for disabled access. Nor are there common standards for accessibility
in relation to tourism venues or tourism services, in particular. Moreover, in the few EU
Member States and neighbouring European countries, which do have technical
standards or guidelines for disabled access in tourism, these standards are not
harmonised with each other. For any disabled or elderly traveller either from a EU
member state or from overseas who wishes travel to a EU country the lack of similar or
coordinated access standards presents a big challenge. The choice of suitable holiday

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 destinations is significantly limited by the varied quality of accessibility in transport,
venues and services. The principle however is the same for public, private and third
sector organisations: reliable and detailed accessibility information is needed for a wide
variety of visitors and for every kind of service. Hence, in order to be able to define
tourism product for persons with specific needs as high quality product means that it
must contain detailed, precise information about:

- The accessibility of hospitality structures, landscaped and natural areas, and places
of artistic and cultural interest.

- The usability of means of transportation, but not only information about the
accessibility of the means themselves but also, more generally, the entire system:
stops, ticket offices, waiting rooms, etc.

- Urban itineraries, since moving around a city that you don't know requires at least to
have the most essential information (parking, preferred routes, toilettes, etc.)

- Details about tourist reception agencies, health facilities and all the information
necessary for planning the visit and the vacation in the most satisfying way possible.

- The sources where the various information can be found are: those classic sources of
tourist information such as tourism agencies, IAT, APT, Pro Loco, etc., keeping in mind
that, in their publications, the accessibility symbols often refer to generic, unreliable
information; those related to specialized organizations. The information previously
gathered is validated and the expectations are satisfied, or not, by experiencing the
service. Consequently, in this phase, the critical quality factors will be determined by:

- The structural quality, such as the capacity of the facility and its equipment (parking,
assistance, equipped greenery, etc.)

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 - The quality of the accessory services, as the degree of involvement in recreational,
cultural activities, sports and fun and, thus, the possibility of using and participating in
those in plain safety.

However, it should not be forgotten that tourism is a system whose offering is a

complex product that interacts with other sectors. In fact, it is not only necessary to
take into account hotels, restaurants, recreational and sports facilities and brokerage
services but also the world of commerce and crafts and, more generally, the wide
range of products and services used by tourists.

Human resources are a very important productivity factor for service providers. They
have a direct impact on the perceived quality and character of the service being
offered, given the very intangible character of the tourist service. Customer care,
quality of information and the answer to every single need are all very much in the
hands of personnel. Each tourist enterprise will rely on their human resources that will
have to be adequately trained, to achieve its stated mission. All this is not, however,
enough in the case of tourists with special needs. They require a tailored and
specialised service from the tourist service personnel who must know their needs and
must consider the disable tourist like a true client.

Tourist service professionals come in to contact for a limited time only with the end
client.

During such a short time they must be able to:

- Understand what type of disability they are dealing with;

- Focus the special needs expressed;

- Act accordingly and appropriately.

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 Clients with special needs expect to find personnel that have a “multifaceted” view of
potential clients.

If personnel demonstrate to be able to respond to the needs of each client, that is due
to the fact that relevant information followed a path starting from the top management
to arrive to those who interface the client.

Quality Criteria for Accessibility Information Schemes (AIS)

In pursuit of the objective of mainstreaming accessibility and developing “Tourism for

All”, the following quality criteria for AIS are proposed, based on the findings of the
Mapping and Performance Check of the Supply of Accessible Tourism survey:

• Deliver the AIS through an accessible website (WAI/W3c Level 2.0 compliant)

• Mobile apps should also be compliant with WAI/W3C guidelines

• Sites and access information should be searchable in multiple languages

• A wide range of services should be included in AIS to enable visitors to plan the
different parts of their journey and accessible activities

• Present accessibility information for as many target groups as possible, (refer to the
list used in the survey).

• Ensure that accessibility information or the AIS tool is updated regularly

• Use qualified and trained auditors to gather the information.

• Use legislated standards in access information where these are applicable to the
tourism environment. Point out what the law requires and how the offer fulfils or goes
beyond the legal requirement.

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 • Make sure that objective measurements are included for those who need more
details.

• Share the AIS database with the upstream and downstream supply chain partners at
national, regional and local level, ensuring that visitors will have an experience of the
accessible destination from start to finish.

• Publicise the AIS through social media websites, (as some DMOs and NTOs are
doing, e.g. VisitEngland, Catalan Tourist Board, VisitFlanders), to help spread the word
about your accessible offers.

• Use different communication media and alternative formats to reach different

audiences.

• If you use crowd-sourcing and user-generated content (photos, videos, ratings or

reviews), make sure that this information is clearly marked as such, so that visitors can
use it – or not – at their will.

• Monitor the effectiveness and use of the AIS using web tools and visitor surveys.
Having feedback from visitors brings more opportunities for improvement and better
customer care.

The ENAT Code of Good Conduct

Our Commitment:

1. Recognition of equal rights: We recognise that all people have the right to enjoy
tourism, whatever their background or abilities, and we work to promote this right in our
activities.

2. Personal attention: We welcome all customers and make it our priority to meet their
individual needs.

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 3. Removing and preventing access barriers: We are committed to planning and
carrying out improvements to our infrastructure, products, services and information,
using a ‘design- for-all’ approach, in order to remove or minimise access barriers and
contribute to sustainable and accessible tourism for all.

4. Improving our knowledge, competences and skills: We follow recognised ”good

practices” and guidance for tourism accessibility provided by ENAT, and we are
committed to continual staff training which takes into account respect for human
diversity and disability awareness, ensuring that all customers are welcomed and
served appropriately.

5. Monitoring: Our organisation ensures that customer services are monitored and
access is improved as far as possible, within our financial means.

6. Our suppliers: Wherever possible, we work with suppliers who also recognise and
respect the principles contained in the ENAT Code of Good Conduct.

7. Complaints handling: Our organisation has a complaints procedure available to

customers so that they may report their possible dissatisfaction with our advertising,
information, facilities or services. All complaints are handled promptly and fully.

8. Management responsibility: We regard good access for all visitors as part of our
wider Social Responsibility. Our management team includes a resource person who is
responsible for accessibility matters and who can be contacted by staff and clients.

6. Resources:

ADAPTED AND SUMMARIZED FROM:

1. Ambrose Ivor. Let’s Make Europe a Tourism Destination for All! 2011.
Accessible on: http://www.keroul.qc.ca/DATA/PRATIQUEDOCUMENT/4_fr.pdf

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 2. Mapping and Performance Check of the Supply of Accessible Tourism. Final
Report Annex 8. EU.2012
3. Mapping and Performance Check of the Supply of Accessible Tourism. Annex
7. EU.2012
4. Economic impact and travel patterns of Accessible Tourism in Europe 2014
5. Accessible tourism, general aspects, APP TOUR YOU project. 2015
6. A new guide for destination managers on providing access information on
destination websites. www.visitengland.com
7. Tandem cooperative. How to design and distribute an accessible tourist product.
ITTI project. 2010.
8. Tandem cooperative. Accessible destination. EU.FOR.ME project 2004.
9. Tandem cooperative. Tools and methods to verify accessibility. ITTI project.
2010.
10. Tandem cooperative. How to design and distribute an accessible tourist product.
ITTI project. 2010.
11. NDA

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