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1、Accessible Tourism for the Disabled: Long Tail TheoryYen-Chun Jim Wu1 and Ming Jen Cheng21 Professor, Dept, of Business Management, National Sun Yat-Sen University,70 Lianhai Rd., Kaohsiung, 804, Taiwan 2 Ph.D. Program Student, Dept, of Business Management, National Sun Yat-Sen University,70 Lianhai
2、 Rd., Kaohsiung, 804, Taiwan uccms.nkfust.edu.twAbstract. The purpose of this study is to propose a completely barrier-less, or “accessible,” tourism platform and makes suggestions to facilitate the current travel information for the disabled persons. It then applies Long Tail theorys three forces a
3、nd nine “rules” in making assessments and creating an accessible tourism communication network to connect upstream and downstream travel agency. After collating the opinions of scholars specialized in the tourism sector and travel agents interviewed through semi-open questions, the study investigate
4、s the Long Tail theorys suitability and applicability to the tourism industry. This study then thoroughly explores the topic of accessible tourism and proposes concrete suggestions and frameworks for such travel need. It also sets up an accessible tourism communications network, contributing a real
5、platform that travel agents can refer to as they take their first steps to provide travel packages that accommodate the needs of the disabled.Keywords: Accessible Tourism; Long Tail theory, Travel, Web 2.0.1 IntroductionAccording to a World Travel and Tourism Councils 2008 survey of Tourism Satellit
6、e Accounts (TSAs) from 2000-2007 1, Taiwans average annual consumer spending on tourism was US$21 billion, with rises in local incomes and the improving quality of life, travel has already become one of the major focal points of the lives of local residents. The disabled are no different from the av
7、erage consumer and have the same leisure, travel and accommodation needs. Thus, helping the disabled obtain better service and greater protection of their rights when they travel to ensure their trips are barrier-free, while at the same time encouraging the enhancement of social welfare and the fulf
8、illment of corporations social responsibility, will become important issues 2. Brey et al. 3 found that Internet information is an important tool for the promotion of the travel market, but noted that Taiwan lacks online sites that serve the disabled and provide travel information and packages that
9、cater to them. This study looks at the travel industry from the perspective of niche markets, and, through tourism models that satisfy people with disabilities, it applies new supply-side concepts advanced in “The Long Tail” 4 to spark latentM.D. Lytras et al. (Eds.): WSKS 2008, LNAI 5288, pp. 565 S
10、pringer-Verlag Berlin Heidelberg 2008-572,2008.566Y.-C. Jim Wu and M. Jen Chengdemand and build a complete tourism plan that is suitable for the disabled. To satisfy an important focus of this study, this research first assesses the suitability and accessibility of Long Tail Theory to the tourism in
11、dustry and then builds the framework for a barrier-free travel Internet platform and offers planning suggestions.2 Literature ReviewOver the past 30 years, the travel and tourism industry has experienced rapid growth in every comer of the globe and has become the key engine of economic growth in man
12、y nations 5. Governments everywhere see tourism as a key engine of development in the future 6. It is therefore safe to say that tourism is the largest-scale industry in the world today, and it contributes considerably to the economies of both developed and developing countries 7. Regardless of whet
13、her a place is a small area, a large area or a country, tourism has already become a tool for economic development and diversification and something economic development policy cannot afford to overlook 8. In 2006 alone, people in Taiwan took more than 150 million trips, and more than 78 percent of
14、them said the purpose of their travel was for sightseeing, rest and relaxation, or going on their annual vacation 9. Unlike other industries that have limited life cycles, tourism is sustainable and cannot be outsourced, meaning that any investment in the sector will benefit local economic developme
15、nt over the long term. They need instead to put a premium on nurturing longterm high quality operating and management approaches 10 that will enable Taiwan to unleash its inherent competitive advantages in the sector. Looking at the development of tourism from a historical perspective, one discovers
16、 that the domestic social structure and the peoples living conditions have a mutually interdependent relationship with the scale of population, economic conditions and overseas tourist destinations 11. As a result, satisfying the travel needs of the disabled has been given greater urgency. Traveling can have therapeutic value for people with disabilities if properly planned, stimulating physical and
