Improving information on accessible tourism for disabled people
The Economic Evidence of the Accessible Tourism Market
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Transcript of The Economic Evidence of the Accessible Tourism Market
National Dialogue –Stakeholders in Accessible Tourism
Monday 20 June 2011
Economic Contribution of the Accessible Tourism Market
Associate Professor Simon DarcyUTS Business School
University of Technology, [email protected]
2
Overview
1. Access market potential
2. Business case
3. Research Design
4. Economic Contribution and Market Dynamics
5. Concluding comments
Based on Dwyer, L., & Darcy, S. (2011). Chapter 14 - Economic Contribution of Tourists with Disabilities: An Australian Approach and Methodology. In D. Buhalis & S. Darcy (Eds.), Accessible Tourism: Concepts and Issues (pp. 213-239). Bristol, UK: Channel View Publications.http://www.multilingual-matters.com/display.asp?k=9781845411602z
3
1. Access Market Potential
Domestic Demand• Australia = 4.0m
• New Zealand = 0.7m
Overseas Tourism• Europe = 127m
• China = 62m• USA = 60m • India = 47m
• Great Britian = 9m• Canada = 4m
•Group Dynamics = 2.8/day trip = 3.4/domestic
4
Dimensions of Access• Mobility
– Ramps, lifts, circulation space, accessible unisex toilets, automatic doors, table heights, operational dexterity
• Vision– Tactile tiles, visual contrast, audible signals (lifts/street
crossings), braille, large print, assistance animal respite areas
• Hearing– Visual signals, Auslan Sign interpreters, captioning or Tele
text, telephone typewriters, preprepared written material• Cognition/learning
– Plain English material, iconic signage, time, speed of communication, environmental stimulus, alternative modes
• Others
5
Sour
ce:
HR
EOC
200
3
6
7
2. Business Case for Access Markets
• Global Trends• Ageing of the population • Baby boomers• Increased travel opportunity• Human rights declarations• Community expectations • Lifelong learning • CSR – Social sustainability
• Part of all markets• A specific/niche market• New products - innovation• Non peak periods• Segregated Universal• Flexible/integrated space• Group size• Networks and collaborations • Destination competitivness
8
9
Accessible Tourism as a Market?Disability As Part of Every Market?
• UN 2006/2008 Convention on the Rights of People with Disabilities
• WHO 2007 aged friendly cities• 10% earn equal to or above the average weekly
wage of their country • US accessible tourism market = US $13.5bn
(HarrisMarket Research 2002 & 2005)• European accessible tourism market = €80bn
(Buhalis et al. 2005)• Opportunity for niche business development and
general inclusion as part of all business activity
3. Research DesignData Steps and Requirements
Requirement Source1. Australians with disabilities; Disability and Ageing and
Carers survey (ABS,2004)
2. Australian population estimates; Australian DemographicStatistics (ABS, 2007)
3. Overall contribution of tourism; Contribution to GDP(Tourism ResearchAustralia, 2006), basedon TSA
4. Expenditure patterns associated with tourists withand without disabilities (aggregate and detailedtypes of goods and services)
National Visitor Survey(Bureau of TourismResearch, 2003)
5. The expenditure data must be converted intoestimated contribution of key economic variablese.g. Gross Domestic Product (GDP) and jobs.
Carried out through TSA
10
Disability Pyramid
11
All with a Disability 20% of Aust population (ABS 2004)
Mobility
Vision
Hearing
Ageing/Seniors
Attitudes of Public &
Industry
Invisible
Cognitive
Com
munication
Sensitivities
HigherSupport Needs
Lower Support Needs
No Restriction
Mild
Moderate
Severe
Profound
Step 1 & 2: Population Estimates ABS 2004 & 2007
• 20.6m Australians
• 4.1m people with disabilities
12
Step 3: Tourism Satellite Account's Contribution of Tourism to the Economy
• Overnight $AUS40.9bn;• Day trips $AUS12.0bn;• Inbound $AUS20.5bn; and• Outbound $AUS3.6bn
13
Step 4: Proportion of Trips& Travel Market (NVS 2003)
Proportion Taking Trips
Overnight (last month) Overnight
PWD 22.1% PWD 10.8%
Non Disabled 27.8% Non Disabled 88.6%
Outbound (last 3 months) Outbound
PWD 2.7% PWD 6.8%
Non Disabled 5.6% Non Disabled 92.7%
Daytrip (last seven days) Daytrip
PWD 14.6% PWD 13.3%
Non Disabled 14.6% Non Disabled 86.3%
Proportion of Market
14
Step 5: Apply Step 4 to Step 3
Scenario 1 (What is)• Overnight $4.8bn • Daytripper $1.6bn• Outbound $0.2bn• Inbound $1.4bn• TOTAL $8.0bn
Scenario 2 (Max)• Overnight $8.5bn • Daytripper $1.6bn• Outbound $0.2bn• Inbound $1.4bn• TOTAL $11.6bn
15
$3.6bn
4.Overnight Expenditure Pattern
16Source: Purchasing pattern percentages from NVS (2003).
Pattern of Domestic Tourist Consumption Percentage
Accommodation (can include food e.g. breakfast if included) 21.62Takeaways and restaurant meals 14.83Fuel (Petrol, diesel) 12.60Shopping, gifts, souvenirs 11.59Airline fares 9.95Groceries etc for self-catering 6.77Other (phone, postage, medical expenses, repairs, dry cleaning, etc) 5.45Alcohol, drinks (not already reported with food above) 4.08Entertainment, museums, movies, zoos, etc 2.44Car hire costs (rental, leasing) 2.01Purchase of motor vehicles or any other major equipment 1.78Conference fees 1.64Horse racing, gambling, casinos 1.33Organised tours/side trips 1.33Vehicle maintenance or repairs 0.99Taxis (including to/from airport 0.81Other long distance transport costs (train, coach, ship, etc) 0.77Other local transport costs (bus, train, tram, ferry, etc) 0.60Education, course fees 0.41
TOTAL 100.00
Proportion Attributable to Sectors
Overnight Daytripper Outbound Inbound TotalAccommodation 28%
Retail trade 14%
Cafes, restaurants 10%
Air, water transport 9%
Non tourism 9%
Retail trade 32%
Other manufact 12%
Cafes, restaurants 11%
Clubs, pubs, taverns 3%
Non tourism 29%
Accommodation 28%
Retail trade 13%
Cafes, restaurants 10%
Air, water transport 9%
Non tourism 12%
Education 19%
Accommodation 15%
Retail trade 8%
Cafes, restaurants 6%
Non tourism 7%
Accommodation 21%
Retail trade 16%
Air and water trans 10%
Cafes & restaurants 9%
Non tourism 14%
17
Beyond the $bn2003-2004
• Spent $8.0bn - $11.6bn
• Contributed $3.0bn - $4.5bnTourism Gross Value Added (12% -15%)
• Contributed between $ 3.8bn-$5.8bn Tourism Gross Domestic Product (11-16%)
• Sustained between 51,820 and 77,495 direct jobs in the tourism industry (11-17%)
18
Comparative Travel Rates
19
14.6%
22.1%
2.7%
14.6%
27.8%
5.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Daytrip Overnight Outbound
Perc
ent
PWD Non Disabled
52%
21%
Source: NVS 2003 (n=20080)
Market Segment Comparison
20
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Budget traveller Something else(SPECIFY)
Luxury traveller Adventurer Traveller Nature-based /ecotourism traveller
Backpacker traveller
PWD NonDisabled
Source: NVS 2003 (n=20080)
Travel patterns and impairment
24%25%
29%30%
31%
35% 35% 35%36% 36% 37% 38%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Mental wSup
Vision Speech Phys -arms/feet
Hearing Phys -General
ABI/Stroke Otheradditional
LTCondition
Medicated Mood Other
Perc
ent
Source: NVS 2003 (n=20080)
Travel Needs
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Equip
or med
Comfor
table
seati
ng
Attend
ant
Wheelc
/mob
ility ai
d Acc
ess
Freque
nt sto
ps/to
ilets
Dietary
arran
gemen
ts
Other s
pecif
ied
Nothing
in pa
rticula
r
Unable
/unwillin
g to t
ravel
Perc
ent
Trav% Ntrav%
Source: NVS 2003 (n=20080)
Gap in Travel Patterns• Economic – All people…
• Day trip– Control/own terms
• Overnight– Planning– Accommodation– Transport– Familiarity
• Overseas– Inc complexity– Language– Air travel– Loss of control
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Accessible Market Use Circle
1. AccessEnabling
Environment
2. Organisation CommitmentAccess Audit, Information &
Training
3. Marketing , Promotion & DistributionTraditional &
Electronic based on W3C
4. Market UseThe Experience
6. Review(Positive/Negative) Customer Feedback
6. MonitorAssessing the Business Case
24
Customer Feedback Loop
Access Market Use Circle
Adapted from Darcy, S. (2004). Disabling Journeys: the Social Relations of Tourism for People with Impairments in Australia - an analysis of government tourism authorities and accommodation sector practices and discourses, Unpublished PhD Thesis, Faculty of Business , University of Technology Sydney. Retrieved from http://epress.lib.uts.edu.au/dspace/handle/2100/260
Universal Approach to Market Use Circle
Person’sConsiderations
Travel Planning &
Decision Making
Transit
Destination
Transit
Traveller Reflection & Feedback
Tourism Environment
OrganisationalResponses
25
Support Needs
Constraints & Socioeconomic Circumstances
Previous Experiences
Disability:Dimension of
Access
Universal Approaches Inform Every
Stage
Buhalis, D., & Darcy, S. (Eds.). (2011). Accessible Tourism: Concepts and Issues. Bristol, UK: Channel View Publications.http://www.multilingual-matters.com/display.asp?k=9781845411602
26
Managing Expectation
• All organisations have has access warts!• Strategic approach• Expectation = experience • Expectation ≠ experience • Information provision• Customer service culture• Organisational communication and
commitment
5. Conclusion• Powerful National Secondary Data
– Disability, ageing and carers survey– Census
• Nation Visitor Survey
• Tourism Satellite Account
• Valid and reliable methodology
• NVS 2009 & 2010 27