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Disability representation in adventure tourism: An evaluation of activity provider websites in Eryri National Park, Wales
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Jillian Rickly
Tourism Management Perspectives, Volume: 59, Start page: 101431
Swansea University Author:
Brian Garrod
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© 2025 The Author(s). This is an open access article under the CC BY license.
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DOI (Published version): 10.1016/j.tmp.2025.101431
Abstract
Participation in adventure tourism can benefit disabled individuals, yet engagement may be hindered by inadequate representation in media content from providers. This study uses content analysis to investigate disability representation on the websites of 69 adventure activity providers in/around Ery...
| Published in: | Tourism Management Perspectives |
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| ISSN: | 2211-9736 |
| Published: |
Elsevier BV
2025
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa70912 |
| Abstract: |
Participation in adventure tourism can benefit disabled individuals, yet engagement may be hindered by inadequate representation in media content from providers. This study uses content analysis to investigate disability representation on the websites of 69 adventure activity providers in/around Eryri National Park, Wales. The analysis covers over 88,000 audio/visual items and two million words of text. Findings reveal a low proportion of disability representation. Common stereotypes are generally avoided but there remains room for greater diversity. Disability-related content is largely segregated from mainstream narratives. Overall, the study highlights aesthetic and structural marginalisation, and advocates for transformative inclusion, recommending enhanced audio/visual representation, integration of accessibility information into mainstream narratives, use of inclusive language and symbols, development of inclusive workforce practices, stakeholder collaboration, emphasis on empowerment over risk management, and setting measurable goals. Although focused on Eryri National Park, the findings offer insights for destinations seeking to improve inclusivity in adventure tourism. |
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| Keywords: |
accessible tourism; adventure tourism marketing; destination management; disability inclusion; representation in digital media content; social equity in tourism; website content analysis |
| College: |
Faculty of Humanities and Social Sciences |
| Start Page: |
101431 |