Tourism marketing for accessible tourism (tourism for persons with disabilities) in the Kingdom of Saudi Arabia

Abstract

Purpose: The study determines how accessible tourism (tourism for individuals with disabilities) is marketed in the Kingdom of Saudi Arabia and how respondents' responses varied based on their gender, kind of disability, and geographic location.   Methods: The descriptive survey method was employed to fulfill the study's objective. After confirming the indicators of its validity and stability in the Saudi context, the researchers designed the study instrument "electronic questionnaire" that consisted of (18) items divided throughout three domains: (tourism planning, tourist sales and goods, and tourism services). The instrument was used on a sample of (142) male and female participants with impairments (physically challenged, visually impaired, and hearing impaired) who were chosen by the stratified random technique from three locations in the south of the Kingdom of Saudi Arabia (Najran, Jazan, and Asir).   Results: The results indicated that accessible tourism (travel for people with disabilities) marketing reality in the Kingdom of Saudi Arabia is at a low level. In addition, it was discovered that the variables of gender, type of disability, and region have no statistically significant impact on the reality of tourism marketing for accessible tourism (tourism for people with disabilities) in the Kingdom of Saudi Arabia. The study recommended that broad steps and measures be taken by the Saudi government and the Tourism and Leisure Authority toward developing tourism marketing for accessible tourism. Therefore, these measures should meet the needs of people with disabilities, attracting them and placing accessible tourism on the local and international tourism map.   Implications and values: Broad steps and measures must be taken from the Saudi government and the Tourism and Entertainment Authority towards developing tourism marketing for accessible tourism to suit the requirements and needs of people with disabilities, attract them, and place accessible tourism on the map of local and global tourism.