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Disability representation in adventure tourism: An evaluation of activity provider websites in Eryri National Park, Wales

Nigel Halpern, Marcus Hansen, Brian Garrod Orcid Logo, Jillian Rickly

Tourism Management Perspectives, Volume: 59, Start page: 101431

Swansea University Author: Brian Garrod Orcid Logo

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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...

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Published in: Tourism Management Perspectives
ISSN: 2211-9736
Published: Elsevier BV 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa70912
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last_indexed 2026-01-13T05:32:02Z
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spelling 2026-01-12T21:47:05.3832499 v2 70912 2025-11-15 Disability representation in adventure tourism: An evaluation of activity provider websites in Eryri National Park, Wales 4f81981d78ed3082b232463da24d1bb9 0000-0002-5468-6816 Brian Garrod Brian Garrod true false 2025-11-15 CBAE 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. Journal Article Tourism Management Perspectives 59 101431 Elsevier BV 2211-9736 accessible tourism; adventure tourism marketing; destination management; disability inclusion; representation in digital media content; social equity in tourism; website content analysis 20 11 2025 2025-11-20 10.1016/j.tmp.2025.101431 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Another institution paid the OA fee 2026-01-12T21:47:05.3832499 2025-11-15T14:23:24.4238372 Faculty of Humanities and Social Sciences School of Management - Business Management Nigel Halpern 1 Marcus Hansen 2 Brian Garrod 0000-0002-5468-6816 3 Jillian Rickly 4 70912__35969__e0661678d15d405cb2c706805d3ea4af.pdf 70912.VoR.pdf 2026-01-12T21:45:33.2019962 Output 1698291 application/pdf Version of Record true © 2025 The Author(s). This is an open access article under the CC BY license. true eng http://creativecommons.org/licenses/by/4.0/
title Disability representation in adventure tourism: An evaluation of activity provider websites in Eryri National Park, Wales
spellingShingle Disability representation in adventure tourism: An evaluation of activity provider websites in Eryri National Park, Wales
Brian Garrod
title_short Disability representation in adventure tourism: An evaluation of activity provider websites in Eryri National Park, Wales
title_full Disability representation in adventure tourism: An evaluation of activity provider websites in Eryri National Park, Wales
title_fullStr Disability representation in adventure tourism: An evaluation of activity provider websites in Eryri National Park, Wales
title_full_unstemmed Disability representation in adventure tourism: An evaluation of activity provider websites in Eryri National Park, Wales
title_sort Disability representation in adventure tourism: An evaluation of activity provider websites in Eryri National Park, Wales
author_id_str_mv 4f81981d78ed3082b232463da24d1bb9
author_id_fullname_str_mv 4f81981d78ed3082b232463da24d1bb9_***_Brian Garrod
author Brian Garrod
author2 Nigel Halpern
Marcus Hansen
Brian Garrod
Jillian Rickly
format Journal article
container_title Tourism Management Perspectives
container_volume 59
container_start_page 101431
publishDate 2025
institution Swansea University
issn 2211-9736
doi_str_mv 10.1016/j.tmp.2025.101431
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description 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.
published_date 2025-11-20T05:33:56Z
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score 11.096068

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