Journal article 83 views
Disability representation in adventure tourism: An evaluation of activity provider websites in Eryri National Park, Wales
Nigel Halpern,
Marcus Hansen,
Brian Garrod 
,
Jillian Rickly
,
Jillian Rickly
Tourism Management Perspectives, Volume: 59
Swansea University Author:
Brian Garrod
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DOI (Published version): https://doi.org/10.1016/j.tmp.2025.101431
Abstract
Participation in adventure tourism can benefit disabled individuals, yet engagementmay be hindered by inadequate representation in media content from providers. Thisstudy uses content analysis to investigate disability representation on the websites of69 adventure activity providers in/around Eryri...
| Published in: | Tourism Management Perspectives |
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| Published: |
2025
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| Online Access: |
https://www.sciencedirect.com/science/article/pii/S2211973625000960 |
| URI: | https://cronfa.swan.ac.uk/Record/cronfa70912 |
| Abstract: |
Participation in adventure tourism can benefit disabled individuals, yet engagementmay be hindered by inadequate representation in media content from providers. Thisstudy uses content analysis to investigate disability representation on the websites of69 adventure activity providers in/around Eryri National Park, Wales. The analysiscovers over 88,000 audio/visual items and two million words of text. Findings reveal alow proportion of disability representation. Common stereotypes are generally avoidedbut there remains room for greater diversity. Disability-related content is largelysegregated from mainstream narratives. Overall, the study highlights aesthetic andstructural marginalisation, and advocates for transformative inclusion, recommendingenhanced audio/visual representation, integration of accessibility information intomainstream narratives, use of inclusive language and symbols, development ofinclusive workforce practices, stakeholder collaboration, emphasis on empowermentover risk management, and setting measurable goals. Although focused on EryriNational Park, the findings offer insights for destinations seeking to improve inclusivityin 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: |
School of Management |