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Disabilities

Uncovering the Memorable Tourism Experience of People with Disabilities: A Groundbreaking Study

Strategic Insights

— 2 min read

A groundbreaking study from the University of Queensland has shed new light on the concept of memorable tourism experience (MTE) for people with disabilities. The research, which utilized autophotography and photo elicitation with 57 people with disabilities, revealed that MTE dimensions are shaped by uneven, embodied processes influenced by inclusion, exclusion, and stigma. The study's findings have significant implications for tourism marketing and highlight the need for destinations to design and communicate experiences that resonate emotionally and meaningfully with people with disabilities.

Key Takeaways:

  • The study reframes MTE by centring agency, affect, and identity and identifies five mechanisms central to their memorability: autonomy, identity exploration, creative expression, personal achievement, and experiential learning.
  • These mechanisms led to outcomes tied to people with disabilities' self-esteem, self-awareness, self-affirmation, self-efficacy, and self-growth.
  • The research provides recommendations for tourism marketing, enabling destinations to design and communicate experiences that cater to people with disabilities' unique needs and preferences.
  • The study highlights the importance of inclusive marketing practices and the need for destinations to be sensitive to the experiences and perspectives of people with disabilities.
  • The findings have significant implications for the tourism industry, emphasizing the importance of diversity, equity, and inclusion in marketing and destination development.
  • The research was conducted by a team of researchers from the University of Queensland, led by Kyrie Eleison (Kyle) Munoz, and included additional authors Patrisha A. Arellano, Alexa Mae Barroca, Jennielyn M. De Castro, Craven J. Encarnacion, and Jershey Ignacio.

Statistics:

  • 57 people with disabilities participated in the study, providing valuable insights into their memorable tourism experiences.
  • The research focused on autophotography and photo elicitation methods to collect data and gather insights from people with disabilities.
  • The study identified five mechanisms central to memorable tourism experiences: autonomy, identity exploration, creative expression, personal achievement, and experiential learning.
  • These mechanisms led to outcomes tied to people with disabilities' self-esteem, self-awareness, self-affirmation, self-efficacy, and self-growth.
  • The research has significant implications for the tourism industry, with a potential impact on the travel habits and experiences of people with disabilities.

Sources:

  • Through Their Lens: a Visual Inquiry Into People With Disabilities' Memorable Tourism Experience. Journal of Vacation Marketing, 2025.
  • Sage Publications Ltd, 1 Olivers Yard, 55 City Road, London EC1Y 1SP, England.
  • NewsRx. Investigators from University of Queensland Have Reported New Data on Leisure and Travel (Through Their Lens: a Visual Inquiry Into People With Disabilities' Memorable Tourism Experience). Marketing Weekly News. November 1, 2025; p 64.

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