Inciting tourist accommodation managers to make their establishments accessible to people with disabilities

Purpose – The purpose of this paper is to report on the research carried out in Québec as part of a master’s degree for the IÉSEG School of Management on behalf of Kéroul, an organization whose mission is to make tourism and culture accessible to people with disabilities. Established over 30 years ago and active largely in Québec, Kéroul has observed a lingering reluctance on the part of tourism industry operators to meeting the needs of disabled visitors. In the research, we set out to answer the following question: how can Kéroul encourage tourism establishments to develop accessibility? In light of the hotel industry’s key role in tourism, exploratory research was conducted with 30 Québec hotel managers through extensive individual interviews. Design/methodology/approach – The exploratory research took the form of in-depth interviews with hotel managers. The sample was selected after conferring with Kéroul and a Québec hotel association. As a first step, a jointly written letter was sent to managers who were association members, inviting them to be interviewed. Findings – Some respondents showed an interest in accessibility, seen as a means of attracting group bookings; others confirmed that accessible rooms rented well to guests from all categories. Nonetheless, most were skeptical about the economic value of the disabled market. They were also poorly informed about this type of clientele, the concept of accessibility and the facilities “barrier-free” tourism requires. Originality/value – Until now, the literature on accessible tourism has generally accentuated the needs of disabled consumers and analyzed their behavior with regard to tourism. Arguments to demonstrate the market potential of tourists with disabilities have ensued. The need to meet this demand was expressed while highlighting the low degree of consideration given to the disabled market by tourism professionals at present. However, few publications treat accessibility as a viable business opportunity. The study reveals the concerns and views of tourism industry professionals vis-à-vis accessibility and is all the more relevant, given the current context in Québec