残疾旅游市场分析.docx
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残疾旅游市场分析.docx
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残疾旅游市场分析
www.palgrave-
Familiestravellingwithadisabledmember:
Analysingthepotentialofanemergingnichemarketsegment
ChangHuh*andA.J.Singh
Received(inrevisedform):
24thMarch,2007
*DepartmentofParks,RecreationandHospitalityAdministration,WilliamsonHall#202,ArkansasTech
University,Russellville,Arkansas72801,USA.
Tel:
+14799680371;Fax:
+14799680600;E-mail:
chuh@atu.edu
ChangHuhPhD,isanassistantprofessorinDepartmentofParks,RecreationandHospi-talityAdministration,ArkansasTechUniversity,USA,whereheteachescoursesinintroductiontohospitalityindustry,hospitalitymarketingandsales,andresearchmethods.Hisresearchinterestsincludetourismdestinationmarketing,tourismregionaldevelopment,andresearchmethodology.Hisresearchpapershavebeenpublishedinreferredacademicjournalsandpresentedatseveralconferencesandaroundtheworld.
A.J.SinghPhD,isanassociateprofessorinTheSchoolofHospitalityBusiness,MichiganStateUniversity,USA,whereheteachescoursesinInternationalLodging,FinanceandRealEstate.HisresearchinterestsincludeInter-nationallodgingoperations,financialmanage-mentandrealestatedevelopment.Duringhistenureasafacultymemberhehaspublishedover40hospitalityindustryarticlesinrefereedacademicjournals.Heiscurrentlyco-authoringasecondeditionoftheseminaltextbooktitled:
InternationalHotelManagementwithChuckY.Gee.
ABSTRACT
KEYWORDS:
family,disability,marketsegmentation,nichemarket,pleasuretrip,travel
The2000CensusofPopulationindicatedthat
50millionAmericans,or19.3percentoftheUSpopulation,werepeoplewithdisabilitiesandcoveredundertheAmericanswithDisabilitiesAct.Itisestimatedthatthenumberoffamilieswithamemberwithadisabilitywillgrowsignif-icantly.Althoughpeoplewithdisabilitiesandtheirfamilieshavesufficientdiscretionaryincomeandtimetotakepleasuretrips,tourismandhospitalitymarketersandpractitionerstodategenerallyhavenotmuchconsideredthisgrouptobeafocalmarketsegment.Theobjectiveofthestudywastodeterminewhetherfamilieswithamemberwithadisabilityshouldbeconsideredaviablenichemarketbytourismandhospitalityindustry.TwosecondarydatasetsfromUSCensusreportsandasix-statelongitudinaltravelmarketsurveywereusedtoevaluatetheviabilityofthisgroupasamarketsegmentaccordingtoKotler’scriteriaformarketsegmenta-tion.Substantiality,differentiabilityandaction-abilitywereidentifiedasthethreemostimportantcriteriatodeterminethatthissegmentisaviablenichetourismmarket.Thefindingsindicatethatthismarketcanpossiblybeattractedthroughdiscountdealsandreachedthroughautoclubpublicationsandspeciallydesignedwebpages.Themarketingimplicationsofthisstudyarediscussed.
TourismandHospitalityResearch(2007)7,212–229.
doi:
10.1057/palgrave.thr.6050044
212
TourismandHospitalityResearchVol.7,3/4,212–229©2007PalgraveMacmillanLtd.1467-3584$30.00
INTRODUCTION
ThetourismandhospitalityindustryintheUShasreachedastateofmaturitycharacterisedbyamarketplacesaturatedwithitsproductsandservicesandengagedinfiercecompetition.Thisisdrivingsometourismandhospitalitymarketersandpractitionerstoidentifyandtargetnewmarketsthatareoverlookedbytheircompetitors,includingnichemarkets.InviewofHarrisInteractive’sstudy(TravelDailyNews,2003)assertionthatpeoplewithdisa-bilitiesandtheirfamilieswouldbeabletospendatleast$27bnperyearifcertainneedsweremetontheirtrips,onesuchnichemarketmightbefamilytravellerswithamemberwithadisability.
Thelatestcensusindicatedthatabout50millionAmericans,or19.3percentoftheUSpopulation,werepeoplewithdisabilitiesandcoveredundertheAmericanswithDisabilitiesAct(ADA).Thesheernumbersofpeoplewithdisabilitiesandtheirfamilies,aswellastheirspecialrequirementswhentheytravel,suggestsaneedforresearchonhowtourismandhospi-talitymarketersandpractitionerscanbetterattractandservethem.Veryfewinquiriesonthesubjectoffamiliestravellingwithamemberwithadisabilityhave,however,beenconducted.Theexistingliteratureislimitedtostudieswhichidentifythevacationingneedsofpeoplewithdisabilitiesbasedonthegroundsofsocialjustice(RayandRyder,2003),altruism(Darcy,
2002;TakedaandCard,2002),andtheimper-ativeofconformingtotherequirementsoftheADA(Hodapp,1993;KohlandGreenlaw,1992;Papadatos,1993;Withiam,1992,1997;WoodsandKavanaugh,1992).Theseidealsanddictatesare,however,clearlymorelikelytobefulfilledifafinancialincentiveexistsfortourismmarketerstodoso,inotherwords,ifitcanbedemonstratedthatfamilieswithamemberwithadisabilityconstituteaviablenichemarketthatcaneffectivelyandefficientlyreachedandserved.Inthetourismfield,aprecedentforthisargumentisthefactthatmanyofthe‘crownjewels’intheAmericanNationalParkSystemowetheirexistenceandpristinestatestothe
HuhandSingh
factthatentrepreneursinthelate1800sandearly1900ssawanopportunitytomakemoneybytransportingtouriststoseethesenaturalwonders—touristswhosubsequentlylobbiedfortheirpreservationandprofessionalmanage-ment(Sellars,1997).
Thepurposeofthisstudywastodeterminewhetherfamilieswithamemberwithadisa-bilityshouldbeconsideredaviablenichetourismmarket.Nichemarketingistheprocessofconcentratingmarketingresourcesandeffortsononeparticularmarketsegment.Therefore,theviabilityofidentifyingfamilieswithamemberwithadisability,asanichetourismmarket,canbedeterminedusingthecriteriasuggestedbyKotler(1997:
268–269)fordeterminingtheviabilityofmarketsegments,namely:
—Measurability(thedegreetowhichthesizeandpurchasingpowerofthesegmentscanbemeasured)
—Substantiality(thedegreetowhichtheseg-mentsarelargeand/orprofitableenough)
—Differentiability(thedegreetowhichthesegmentscanbeconceptuallydistinguishedandexpectedtoresponddifferentlytodif-ferentmarket-mixelementsandprogram-mes)
—Accessibility(thedegreetowhichtheseg-mentscanbeeffectivelyreachedandserved)and
—Actionability(thedegreetowhicheffectiveprogrammescanbeformulatedforattractingandservingthesegments).
Inaddition,resultsfromseveralstudiesindicatethatpeoplewithandwithoutdisabilitiesmaybeexpectedtohavedifferenttravelbehaviourpatterns,therebylendingsupporttoatleastsomeoftheabovecriteria.Forinstance,variousstudiesfoundthatlackofaccessibilitycanpreventpeoplewithdisabilitiesfromtravelling,reducethefrequencyoftheirtrips,ordiminishtheirsatisfactioninthem(BrodiaandGermann,
1999;Peniston,1996;Turcoetal.,1998).Simi-larly,otherfoundsignificantdifferencesin
©2007PalgraveMacmillanLtd.1467-3584$30.00Vol.7,3/4212–229TourismandHospitalityResearch213
Familiestravellingwithadisabledmember
leisureactivitiesandparticipationbetweenthepeoplewithandwithoutdisabilitiesintermsofincome,employmentstatus,andrace/ethnicity(HeyneandSchleien,1997;Mactavishetal.,1997).Notwithstandingthesefindings,todatenosystematicandcomprehensiveanalysisoftheviabilityoffamiliestravellingwithamemberwithadisabilityasanichetourismmarkethasbeenconducted.
Definitionofterms
Forthepurposesofthisstudy,itisimportanttoprovideclearandspecificdefinitionsoftheconstructsoffamily,disability,andtravel.Toaccommodatethediversityoffamilycomposi-tionsandtopreventconfusionduetovariousdefinitionsoffamily,thisstudyusedthedefini-tionproposedbyMactavishetal.(1997),whichreferstothefamilyasasocialgroupwithwhomoneresides,inotherwords,thehouse-hold.Thedefinitionofdisabilityisapersonwhohaswithaphysicalormentalimpairmentthatpreventsoneormoremajorlifeactivitiessuchaswalking,talking,caringforoneself,orworkingdefinedbyADA(1990).Inthepresentstudy,‘travel’isdefinedasapleasuretripincludinganyovernightordaytripstoaplaceatleast50milesfromhomeforthepurposeofenjoyment.Specificallypleasuretravelincludesvacations,weekendgetaways,shoppingtrips,tripstoasecondhome,andtripstovisitfriendsorrelatives.
LITERATUREREVIEWPeople/travellerswithdisabilities
studies
Theleisureneedsandpreferencesofpeoplewithdisabilitieshavebeenextensivelyinvesti-gated,mostlyfromtheperspectiveofsocialjusticeandaltruismratherthanformarketingpurposes.Moststudieshaveappearedintherehabilitation,parksandrecreation,medicalscience,andgerontologyliterature.Somestudieshaveidentifiedbarrierstoparticipatinginrecreationactivitiesduetoaccessibility,archi-tecture,publicattitudes,andtransportation
(CavinatoandCuckovich,1992;Sugerman,
1996;Vash,2001).Inaddition,variousstudieshaveexploredhowtoencouragethedevelop-mentofpeoplewithdisabilitiesfocusingon
(1)socialskillsandcompetencethroughplayandrecreation(Lloydetal.,2001;Lord,1997),
(2)socialinclusionandintegration(Bedini,
1996;Mahonetal.,2000;Marley,2000;RusselandMcLean,1997),(3)leisureandrecreationforlifesatisfactionandqualityoflife(BrowderandCooper,1994;Modellan
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- 关 键 词:
- 残疾 旅游 市场分析