The easy exchange of rich information between often geographically dispersed parties is an important precursor of successful tourism transactions. Internetbased technologies, in particular the World Wide Web, offer possibilities to both buyers and sellers to exchange information without the constraints of geography and time diminishing its richness. The disabled, representing a significant part of any marketplace, may, however, have difficulties accessing the content of the Web and therefore sharing the benefits of rich information exchange. This is the principal concern of 'Web content accessibility'. Focusing on the tourism sector, in particular UK-based hotels, this paper examines the accessibility of their websites. However, recognising that it is not just access to information that is important for the disabled, but also the quality of that information, the paper also examines the extent to which the information contained on websites serves their particular needs. Utilising the accessibility testing software 'Bobby', disappointingly low levels of Web content accessibility were found amongst the sample of websites. Against a framework of information needs developed from criteria provided by disability organisations, the sample also revealed disappointingly low levels of specific (relevant) information for the disabled.Respondents were then tasked with assessing each of these in terms of: (i) The accessibility of the premises; (ii) the quality of the service; and (iii) the quality of the information they received. The survey generated mixed results. Managers and operators of visitor attractions appeared to meet the needs of the disabled reasonably well. For example, 80% answered that the attractions were 'Accessible to you'
The growth of the Internet and Web offers opportunities to both organisations and individuals. Some of this opportunity is lost to both though if Web site content is not accessible. To date this fact has received little attention. However, as the market matures and legal parameters surrounding discrimination become clearer, the topic of accessibility will take on increasing significance. The purpose of this paper is to contribute to those assessments of Web content accessibility already undertaken, as well as to spread the accessibility word to a wider audience. The study looked at the accessibility of UK‐based accountancy sites utilising the evaluation software Bobby. It found that the accessibility of UK‐based accountancy firms to be relatively poor in comparison to other (mostly US and university and library) surveys.
Purpose -Identifying the different user needs and capabilities of individuals online, the aim of this research is to highlight the importance of "web content accessibility" in effective online communication. In particular, identifying the statistical size of disabled and "challenged" individuals in the marketplace, the paper identifies a competitive mandate for considering online accessibility. In addition, a developing legal mandate, based on the idea that access to information also involves access to opportunity and participation, is set out. Having identified the importance of the accessibility issue, the second aim of the research is to provide an assessment of current levels of online accessibility, as well as to compare these with the limited published research in this area. Design/methodology/approach -Following previous accessibility research, the "Web Content Accessibility Guidelines", produced by the "Web Accessibility Initiative", are adopted as the de facto standards for accessibility. Against these standards, a sample of UK hotel web pages was then assessed utilising the software assessment tool, "Bobby". Given the limitations of the Bobby software to assess web sites against all the de facto standards, additional manual checks were also made. Findings -The hotel web sites revealed very poor levels of accessibility in both absolute and relative terms. Examining the data collected manually revealed that the poor level of accessibility is likely to result from a lack of awareness of the critical issues and techniques required for providing access. If organisations want to maximise their online reach, then an outside-in, user-centred approach is therefore necessary. Practical implications -Provides a framework as to how organisations might usefully implement a web content accessibility strategy.
Organisations increasingly use the internet and web to communicate with the marketplace. Indeed, the hotel industry seems particularly suited to the use of these technologies. Many sites are not accessible to large segments of the disabled community, however, or to individuals using particular hard and softwares. Identifying the competitive and legal mandates for website accessibility, the study looks at the accessibility of UK-based hotel websites. Utilising the accessibility software, Bobby, as well as making some additional manual accessibility checks, the study finds disappointingly low levels of website accessibility. If organisations want to make more effective use of the web then they need to ensure that their web pages are designed from the outside-in — from the user's perspective.
Information exchange is important in any transaction but is perhaps particularly important for transactions in the travel and tourism industry where information gratification plays such a crucial role. Internet‐based technologies allow organisations to exchange information with an often geographically dispersed and wider marketplace without a loss of quality. However, merely being online, publishing a Web site is not enough. Organisations need to ensure their Web sites obtain “traffic” or “hits” and, importantly, that the content of their sites is accessible. Accessible Web sites mean access for all, accommodating different user capabilities and needs. This research examines the emerging competitive and legal imperatives to consider the issue of Web content accessibility as well as what makes for an accessible Web site. In spite of the strong competitive and legal imperatives for accessibility, a survey of 100 UK and German‐based travel and tourism Web sites conducted here revealed disappointingly low levels of accessibility. As the Internet and Web come to play a more important part in individual lives, this finding suggests that many organisations need to work harder to ensure that their often considerable investments achieve what they set out to do – communicate effectively with what they hope is a larger marketplace.
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