copy of assignment

INSTITUTE OF HOTEL MANAGEMENT,

AURANGABAD

“Enhancing Experiences for Differently Abled Guests”

Research Guide: - Mr.Anand Iyengar

“Submitted in Fulfilment of the Requirement for BA (Honours) in

Hotel Management”

Name: KSHITIZ SINGH

Roll NO: - H-16042

THE UNIVERSITY OF HUDDERSFIELD,

UNITED KINGDOM

JUNE, 2013

Enhancing Experiences For Differently Abled Guests

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SYNOPSIS

This research brings forth the concept and framework of enhancing service experiences for

differently abled people, which is a growing market segment in the hospitality industry. The

dialogue on tourism for people with disabilities is not all that new, but it has been neglected

in academics and the hospitality industry, because of which very little information and

knowledge is available. The variables of this research are three-fold: (1) To identify the

perceptions of differently abled people regarding their hotel experiences, (2) To study the

difficulties faced by hoteliers while interacting with differently abled guests, and (3) To

create a framework to improve the hotel service experiences of differently abled travellers.

The secondary research of the literature review focuses on the needs and expectations of

differently abled hotel guests’ and the difficulties hoteliers face while interacting with them.

This may stimulate present and future hoteliers in India to make accommodations more

accessible to differently abled guests and therefore, to help raise the quality of travel. This

research conspicuously creates and explains a framework to better serve differently abled

guests.

From the above perspective, this research is a concrete step. The core objective of the

research was to document all the key issues and constraints of differently abled travellers so

that hoteliers can be prepared for all the challenges that come their way.


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DECLARATION

I declare that this Assignment is the result of my own individual efforts and that it confirms

to University, departmental and course regulations regarding cheating and plagiarisms. No

material contained within this project has been used in any other submissions, by the author,

for an academic award.

May, 2013

_______________

KSHITIZ SINGH

H-16042, Year - IV

IHM- Aurangabad


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ACKNOWLEDGEMENT

I would like to extend my heartfelt gratitude towards all those people who have contributed in

various ways to make this work possible. I would like to take this opportunity to express

appreciation for the following people who have made this assignment successful.

Mr. Anand Iyengar, my internship project guide, who provided me valuable direction,

confidence and inspiration, at various points of time during the course of this research.

All the respondents, who took time out of their busy schedule, to be a part of this research.

Lastly I would also like to express my thankfulness towards Ms. Bhagwati, Librarian and my

colleagues for their help and support during the assemblage of this research assignment.


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Table of Contents

Synopsis………………………………………………………………………………….. 2

Declaration……………………………………………………………………………….. 3

Acknowledgements……………………………………………………………………… 4

Table of Contents………………………………………………………………………… 5

Chapter 1 Issue Identification

1.1 Introduction………………………………………………………………………….. 8

1.2 Issue Identification…………………………………………………………………... 8

1.3 State of Aim…………………………………………………………………………. .9

1.3.1Objectives…………………………………………………………………………….9

1.4 Scope and Limitations……………………………………………………………….. 10

1.5 Structure of Dissertation…………………………………………………………….. 10

1.6 Conclusion…………………………………………………………………………… 11

Chapter 2 Literature Review

2.1 Introduction…………………………………………………………….…………… 12

2.2Services in hospitality industry……………………………………………………….12

2.3Definition of persons with disabilities………………………………………………. 13

2.4 Disable tourism-A growing market …………………………………………………14

2.4.1 Social Issues………………………………………...........................................14

2.4.2Support Needs…………………………………………………………….…. 14

2.4.3 Poor Information Dissemination……………………………………………... 14

2.4.4 Tailored Transportation…………………………………………………......... 14

2.4.5 Disability rights legislation……………………………………………….........15

2.5 The evolution of movement ………………………………………………………… 15

2..5.1 Background…………………………………………………………..…………15


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2.6 Research on guests with disabilities……………………………………………... 16

2.7 Guidelines for Indian Hotels………….…………………………………………..17

2.7.1 Facilities for people………………………………………………................17

2.8 Reasonable changes in existing facilities…………………………….....................20

2.9 Conclusion………………………………………………................………………25

Chapter 3 Research Methodology

3.1 Introduction……………………………………………………………………….. 27

3.2 Type of Research………………………………………………………………….. 27

3.3 Purpose of Research………………………………………………………………..27

3.4 Preliminary Data Collection………………………………………………………. 28

3.5 Theory Formulation of Research tools…………………………………................. 29

3.6 Qualitative Data…………………………………………………………………….30

3.7 Semi Structured Interview………………………………….................……………30

3.7.1Interviews with guests with disabilites…………………………................…….30

3.7.2Interviews with Hotel Managers…………………………................……..........31

3.8 Sampling……………………………………………………………………............31

3.9 Data Collection……………………………………………………………………...32

Chapter 4 Data Analysis

4.1 Introduction…………………………………………………………………………. 36

4.2 Data Collection……………………………………………………………………….. 36

4.2.1 Sensitivity to people with Disabilities………………………………….............. 36

4.2.2 Communication…………………………………………………………………..37

4.2.3 Physical Accessibility in hotels………………………………….........................38


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4.2.4 Challenges………………………………………………………………………39

4.2.5 Initiatives……………………………………………………………………….39

4.3 Conclusion………………………………………………………………………........ 41

Chapter 5 Conclusion and Recommendations

5.1 Introduction………………………………………………………………………… 42

5.2 Conclusion………………………………………………………………………….. 44

5.3 Mangerial Implication………………………………………………………………..43

5.4 Scope for Future Research…………………………………………………………...44

Bibliography.................................................................................................................... 45

Annexure.........................................................................................................................47


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CHAPTER 1

CONCEPTUALIZATION OF THE RESEARCH PROBLEM

1.1 Introduction

The chapter gives an insight into the conceptualization of the research problem. It aims to

briefly understand how the research will be undertaken through its aims, objectives, structure

and scope. The researcher has studied the viewpoints of various authors as fundamental

guidelines for the dissertation.

1.2 Issue Identification

Accomplishing exceptional service in the hospitality industry is a principal concern for

hospitality managers and executives today. Everybody wants to receive and retain customers,

moreover, deal effectively with the problems arising along the way. Very few will disagree

that providing outstanding guest service gives a hotel business an edge over its competitors.

Nevertheless, many hoteliers do not understand that to facilitate this, they must have

empowered employees who can find quickly find solutions to the various challenges that

come their way.

According to Barbadian Senator Kerry Ifill (2010), who is visually impaired, there is an

increasingly growing demographic of differently abled people spending billions of dollars

every year and travelling with their families and caregivers, “the millions of travellers with

disabilities, coming out of our ‘targeted family' are heading to destinations that cater to their

needs”.

Discuss on disability research is a conception created by the west. However, recent discourse

suggests that the value of such debate is under-developed (Turmusani, 2004) within hotels in

the majority world. Debate on disability research is an under-researched aspect and makes the

subject of this paper.

Given the obvious impact of research methods on disability issues, this analysis hopes to

stimulate a debate in the hospitality industry and especially invites views on this subject from

other writers since people with disabilities are known to be loyal consumers who continually

use services they are content with. The aspiration underlying such debate is to emphasize

balancing power relations at both, the methodological and theoretical levels.


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It is imperative for hoteliers to understand the needs and expectations of all their guests,

including guests with disabilities, in order to be known for exceptional service standards.

Academic works addressed to the hospitality industry have often pointed out the need to build

a business case for guests with disabilities.

Thus, this research consists mainly of two variables:

First, the research has been carried out with the intention to study the perceptions of

differently abled guests in hotels, along with the issues and challenges they encounter while

in Indian hotels. Second, the difficulties (challenges) hotel employees face while they interact

with these guests have been studied with the intention to stimulate present and future

hoteliers to make accommodations more accessible (and personalized).

These two variables then help lead to the third variable of the research which is to suggest a

protocol or framework for hospitality managers and executives to follow while with

differently abled guests, thus helping to raise the quality of travel worldwide.

1.3 Statement of Aims and Objectives

1.3.1 Statement of Aim

To determine the difficulties Indian hoteliers face while dealing with differently abled guests.

1.3.2 Statement of Objectives

The objectives of this study focus upon both the tangible and intangible components of the

service experience. They are as follows:

To identify the perceptions of differently abled people regarding their hotel

experiences.

To study the difficulties faced by hoteliers while interacting with differently abled

guests.

To create a framework to improve the hotel service experiences of differently abled

travellers.


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1.4 Scope and Limitations

1.4.1 Scope

Through this research, the researcher will indicate the needs and expectations of differently

abled hotel guests’ and the difficulties hoteliers face while interacting with them. This

research paper helps Indian hoteliers understand the needs of people with disabilities, with

the intention that they may know how to handle the challenges they face with regard to them.

This may stimulate present and future hoteliers in India to make accommodations more

accessible to differently abled guests and therefore, to help raise the quality of travel.

1.4.2 Limitations

1) The following research has been conducted based on the premise that not much

literature exists on the existing strategic issues and the strategies used by hoteliers.

Empirical support on the subject could have helped verify the facts in a more

superior manner.

2) To identify the perceptions of the guests with disabilities regarding their hotel

experiences, the researcher has focused specifically on the following sub-

classifications of the disabled market: those with mobility, visual, and hearing

disabilities.

3) The author has focused primarily on 3 five-star hotels in New Delhi , as the area

of research. The hotels are:

Vivanta By Taj, New Delhi

The Taj Mahal Hotel, New Delhi

Taj Palace, New Delhi

1.5 Structure

The purpose of the research is to study the challenges faced by hoteliers while interacting

with differently abled guests. Thus the researcher has attempted to understand the perceptions

and needs of the differently abled travellers in order to suggest a framework for hoteliers to

follow while dealing with the needs and expectations of these guests. Following this, chapter

one deals with the conceptualization of the issue, the aims and objectives for the dissertation.

It also discusses the scope and limitations pertaining to the study. Subsequently, in chapter


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two the researcher will review the literature with its significance against the real life scenario

which will be supported by the study of various authors and experts.

Chapter three will include the methodology and research tool employed by the researcher to

arrive at the subsequent hypothesis. Chapter four will deal with the data analysis and its

interpretation. This chapter will also test the issue and its relevance to the desired hypothesis.

Chapter five will generate the comprehensive inferences drawn from the research. The third

objective of the study is stated here, which involves creating a framework for hotel managers

and associates to follow while interacting with differently abled guests. It will include the

overview, recommendations and the scope of further research in the specific area.

1.6 Conclusion

This chapter provides an insight to this research. It gives a brief overview of the research

done for the study. The research consists largely of two variables – identifying the

perceptions of differently abled guests regarding their hotel experiences and the difficulties

faced by hoteliers while interacting with these guests. The research eventually creates a

framework for hoteliers to follow which helps them improve the hotel experience of guests

with disabilities.


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CHAPTER 2

LITERATURE REVIEW

“The problem is not how to wipe out the differences but how to unite with the differences

intact”.

– Rabindranath Tagore (quoted in Alur)

2.1 Introduction

This study represents an initial attempt to introduce a misunderstood and underappreciated

market segment to the travel and tourism industry. In this chapter, some background on the

relevant literature related to the pertaining topic has been presented. A review on the most

important, updated research on tourism for people with disabilities in hotels is offered. It is

imperative for hoteliers to understand the needs and expectations of guests with disabilities in

order to overcome the challenges they face while dealing with them. The researcher has

studied and illustrated the viewpoints of various authors in this chapter. Initiatives and

publications regarding disabled tourism, an essential concept to understand the connection

with accessible tourism, are also commented. Academic works have often pointed out the

need to build the business case for guests with disabilities, a subject that is analyzed towards

the end, presenting both academic work and compilations of more practical information,

addressed to the hospitality industry. Finally, policy frameworks from various hotel

organizations have been reviewed.

2.2 Services in the Hospitality Industry

Accomplishing exceptional service in the hospitality industry is a principal concern for

hospitality managers and executives today. Regardless of the kind of business, everybody

wants to receive and retain customers, moreover, deal effectively with the problems arising

along the way. Very few will disagree that providing outstanding guest service gives a hotel

business an edge over its competitors. Nevertheless, several employers do not understand that

to facilitate this, they must have empowered employees who can find quickly find solutions

to the various challenges that come their way. Employee empowerment is the most complex

aspect of customer service one would try to execute.


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2.3 Definition of Persons with Disabilities (PWDs):

The UNWTO (2005) defines 'persons with disability' as:

‘… all persons who, owing to the environment being encountered, suffer a limitation in their

relational ability and have special needs during travel, in accommodations, and other

tourism services, particularly individuals with physical, sensory and intellectual disabilities

or other medical conditions requiring special care, such as elderly persons and others in

need of temporary assistance’ (UNWTO, 2005).

2.4 Disabled Tourism – A Growing Market Segment

Differently abled tourists make up a significant market segment which the hospitality

industry cannot ignore. There are 600 million persons with disabilities worldwide (UNFPA,

2005) who are travellers in their own rights but have special needs as tourists. If the members

of their families are counted, it would take the volume to approximately 2 billion persons;

representing nearly a third of the overall global population (United Nations Convention on

the Rights of Persons with Disabilities, 2006).

Recently there has been a growing demand for vacations from disabled people. In a large

number of countries, any vacation is something of an adventure for these tourists owing to a

lack of specialized facilities and services. Nevertheless, a growing number are seeking to take

many more vacations than they would have a few years ago. At the same time, many

guidebooks to tourism destinations have started contributing specific advice to disabled

travellers.

This growing interest has been reflected in specialist guidebooks for disabled travellers. In

1991, for instance, the Rouge Guide published its contribution, ‘Nothing Ventured – Disabled

People Travel the World’.

The Society for Accessible Travel and Hospitality estimates that about 70% of disabled

adults travel at least once a year, mostly for business or leisure. With the increasing size of

the mature travel segment (Blum, 2003) accessible travel will become more and more of an

issue.

The increasing number of persons with disabilities has a great implication on the hospitality

industry. As this demographic rises, more hotel accommodations for the traveling disabled

will be required for hotels to be compliant with the Americans with Disabilities Act, 1990.


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The Act aims to provide persons with disabilities, “equality opportunity, full participation,

independent living, and economic self-sufficiency” (Americans with Disabilities Act). Most

of the Act’s implications on the lodging industry have been in compliance with the Act’s

Standards for Accessible Design outlining several architectural components that must be

adhered to in the design of any lodging establishment. Such components include hallway and

door width; handicapped parking spaces, ramps, elevators; use of certain emergency

notification devices; and the provision for a specific number of accessible rooms in each

hotel.

2.4.1 Social issues

One common deterrent to disabled tourism is the social and cultural constraints, like

attitudinal problems, especially from hoteliers. This is one of the biggest problems faced by

the disabled tourist and calls for special resolution by the tourism industry.

2.4.2 Support needs

Many disabled tourists require support in the form of wheelchairs, crutches, orthopedic shoes,

etc., making travel costly. Estimates show that tourism for the disabled is 30 to 200% costlier

than that of other travellers.

2.4.3 Poor information dissemination

Lack of adequate information is another important reason why disabled tourism has still not

developed to its proper potential. People with disability require much more information while

planning their travel. Traditional word-of-mouth passed on from friends or relatives has been

their main source of information. The advent of the Internet slowly has started to make things

somewhat easier. Information and communication barriers, due to language differences in

foreign countries, are compounded for disabled tourists.

2.4.4 Tailored transportation

Developed countries are taking several measures to provide better transportation facilities to

the disabled on account of anti-discrimination legislations. However, in the less developed

nations this facility is lacking. The crux of the problem remains in the area of air transport.


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2.4.5 Disability Rights Legislation

Disability Acts in many countries, for example, in UK: Tourism and the Disability

Discrimination Act and in USA: Americans with Disabilities Act, have helped in removing a

number of barriers to travel. Any service provider, including holiday accommodation,

restaurants, tourist attractions and transport providers, has a responsibility under these Acts to

make reasonable alterations to facilitate differently abled people to gain from their services.

Under this Act, the service providers have the scope to change layouts, improve signage and

provide appropriate staff guidance to accommodate differently abled guests, on their hotel

premises. These service providers are not supposed to make alterations beyond their means.

While the Americans with Disabilities Act provides for specific facility accessibility

guidelines, there exists a legal “gray-area” in regards to the overall experience of guests with

disabilities. After thorough research in case law, Grady and Ohlin (2009) asserted that “the

scope of the ADA is not limited to facility accessibility alone but also equal access to

hospitality services”. Hence, to offer this equality, they recommended that a broad needs

assessment for the disabled market segment be conducted. This suggestion supports the

earlier conclusion of Burnett and Baker (2001), who stated “research actions are needed that

address the special problems, feelings, perceptions, and actual choice models used by

consumers who are physically or emotionally challenged”.

2.5 The Evolution of a Movement in India

India is one of the first few countries to endorse the UN Convention on the Rights of Persons

with Disabilities, which came into force in May 2008 officially. Being a signatory to the

Convention, it is now obligatory for the Government of India to bring about a system to

ensure that there is no discrimination against differently abled people, at any level. India has

a steadily growing disability rights movement and one of the more advancing policy

structures in today’s developing world. But, a lot more needs to be done with regard to

implementation and “getting the basics right”. Newer thinking and efficient coordination of

programs is called for.

2.5.1 Background

The seeds of a complete legislation on disability in the Indian hospitality industry were

germinated after the initiation of Asia and Pacific Decade of Disabled Persons 1993-2000,


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commissioned by the Economic and Social Commission for Asia & Pacific (UNESCAP) at a

meeting in Beijing (1992). A Proclamation of the Full Participation and Equality of

differently abled people in the Asia and Pacific region was adopted, wherein, India was a

signatory..

2.6 Research on guests with disabilities in hotels

Burnett and Baker’s 2001 research was an initial attempt to introduce the disabled market

segment to the hospitality industry, and it concluded that persons with disabilities would

travel more frequently if they felt they were more welcome in hotels. Furthermore, Burnett

and Baker concluded that hotels would achieve greater disabled customer loyalty if the

customers were to receive relevant attention.

More recent research into the disabled tourists and disabled market segments supports

Burnett and Baker’s initial findings in the importance of catering to the disabled market

segment and its distinct sub-segments (Ozturk, Yayli, and Yesiltas, 2008; Shaw and Coles,

2004; Daniels, Rodgers, and Wiggins, 2005), and the requirement of attention provided to

differently abled people (Darcy, 2010; McKercher, Packer, Yau, and Lam, 2003).

Nevertheless, a few studies have been carried out into the overall hotel experience and needs

of guests with disabilities.

In a 2006 study, Flores performed a survey of hoteliers in North America and Europe. Of the

respondents, 96% said their hotels offered some type of service for guests with disabilities,

even though 94% do not record the visits of such guests. Flores also found that in North

America, managers often felt uninformed by the guests about their disabilities, and as such,

were uninformed of the necessity to offer additional services.

Recently, Grady and Ohlin (2009) published a research on the various legal issues facing the

hospitality industry as a consequence of the Americans with Disabilities Act. They reference

judicial rulings in the 1999 Walker and Adams vs. Carnival Cruise Lines, Unique Travel

Agency, and Andre’s Travel Agency case, which indicates that the capacity of the ADA is

not only restricted to the facility guidelines in the Standards for Accessible Design, but also

includes equality in the intangible component of the service experience.


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2.7 Guidelines for Indian Hotels regarding Facilities for Persons with Disabilities

The Department of Tourism has been taking several steps for providing facilities to persons

with disabilities. The latest were those taken at the Tourism Coordination Committee meeting

held in 2009. It advised hotels globally formulate guidelines so that accessibility of

differently abled guests in hotels becomes easier. In pursuance to various provisions

formulated by FHRAI (2010), the Hotel Association of India (HAI) formulated the following

guidelines.

A. Parking and approach area

1) Exclusively earmarked and sign-posted and accessible parking spaces nearest to entrance.

2) Ramps at the main entry with handrails for disabled guests sufficiently wide for movement

of wheel chair. Anti-slip material to be used on the floor of the ramp.

3) If there is a revolving door at the entrance, adjacent singing door should provide 32" of

clear width for entry.

B. Lobby, Public area

1) Provide at least one pay telephone not higher than 48" of the floor.

2) Accessible routes in public area to be free of protruding objects that could be dangerous to

guests with visual impairments.

3) Fire and emergency alarms to have both visible and audible signals.

4) If a hotel has several dining facilities it is necessary that, one multi-cuisine restaurant will

have access for wheelchair (without change of floor level to negotiate). Tables should allow

easy movements and approach by the customers in wheelchair.

5) Provision of one toilet in the lobby/public area similar to those in disabled friendly guest

rooms.

C. Lifts

1) A lift to provide 46" x 48" car platform for easy boarding of a wheel chair with doors of

the elevator to provide 32" of clear opening.

2) Elevator call buttons to be located at 42" of floor level.

3)"UP" button on the top and "DOWN" on the bottom.


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D. Room

1) At least one room for the differently abled guest per hotel (FHRAI, 2010).

2) Door to guestroom to provide 32" width chair opening and 18" clearance on the pull side.

3) Room number on the door may be raised; Braille equivalents to the raised letter.

4) Key to the guestroom to be easily operable by one hand without tight gripping/twisting.

5) Suitable low height furniture, low peep hole, cupboard to have sliding doors with low

clothes hangers etc. Room to have audible and visible (blinking light) alarm system

6) Door of the bathroom should be same as of entrance door.

7) Room should have adequate clearance for wheel chair to negotiate round the beds. Mirror

and other facilities such as writing desk, lights etc. easily accessible from sitting in wheel

chair.

E. Bathroom

1) A person confined in wheelchair must have an external shower facility to enable him to

maneuver backwards under the shower and taps accessible. Ideally, a curtain should be

provided on a rail that can be pushed around the bath chair.

2) Toilet seat should be 17"" to 19"" above floor. The floor level of the bedroom and the

bathroom to be same. A disabled friendly hotel room shall have no split level floor.

3) Towels and toiletries etc. to be located at arms length/appropriate height.

4) Faucet to be operable with closed fist i.e. by pressure of hand

5) Provision of grab bars alongside and behind toilet.

F. Fire Hazard

Security and Housekeeping especially Floor Staff should be trained to rescue and evacuate

guests with disabilities on top priority in case of emergency situations like fire, earthquake

etc.

However, the guidelines while illustrative in nature still have scope to be modified, refined or

supplemented further as may be locally required or considered feasible by the hotels.


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2.7.1 Facilities for People with Disabilities

Existing facilities:- Facilities for disabled travellers are more sophisticated in hotels in

developed countries; this is an issue for travel, as much of it takes place in developing

countries where there are fewer facilities for the disabled. Services for disabled travellers are

usually better in big cities and on airlines than in tourism destinations. These provisions in

hotels are improving, albeit slowly.

An ever increasing number of Indian hotels provide disabled visitors with accessible and

wheelchair-friendly rooms. Many hotels have step-free access and accommodation that's

adapted for people with a range of disabilities. In many hotels, the staff has received

disability training to increase awareness of the access needs of disabled people.

A few developments have been made in recent years which have increased infrastructure and

given advice to disabled travellers. Inclusive Indian is an online nationwide access register to

buildings, venues and services. Inclusive Indian’s listings are compiled from Access Audits,

guided telephone access assessments, information supplied by the businesses listed and user-

contributed information. This is similar to the organizations for disabled travellers such as

RADAR and the Holiday Care Service in the UK, Mobility International USA, and ACROD

in Australia.

All the hotels identify that they are wheelchair accessible, although the level of access varies

from reasonable to excellent. However, it is best to contact the hotel in advance regarding

specific needs. While very few hotels have hoists, this site identifies a couple that do. For

hotels that do not have hoists, if you call in advance, it may be possible for the hotel to hire a

hoist.

Some hotels have adjoining rooms. If you require an adjoining room for a PA or carer, it may

be possible to arrange a special rate. Some hotels have rooms with sofa beds or roll-out or

folding beds. Usually you need to request these in advance. Also, many hotels have onsite

blue badge parking or offsite parking. It is best to call ahead as sometimes spaces need to be

reserved.

Access for blind and visually impaired guests varies. Many hotels have features such as audio

indicators in lifts, braille signage and telephones with large buttons. Staff assistance can also

be available. Access for deaf and hearing impaired guests varies. Many hotels have features

such as hearing loops, visual indicators in lifts, telephones with a flashing light, vibrating


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pillows and visual alarm systems. Staff assistance can also be available. Most hotels allow

assistance dogs, including guide dogs, hearing dogs and service dogs. It is usually against the

law for service providers to refuse to allow assistance dogs on their premises.

2.8 Reasonable changes in existing facilities

Hotels must make "reasonable" changes in existing facilities, goods, services, and policies to

afford access to people with disabilities (McKee, 1991). However, in offering such access,

hotel companies are not required to "fundamentally alter" anything they offer to any

customer. A reasonable change might be to allow a visually impaired patron to bring a guide

dog into the hotel or to allow a customer in a wheelchair to pay at an express counter.

To make sure disabled customers such as those with hearing or vision problems are not

excluded from service, businesses may have to provide assistance such as interpreters,

readers, Braille materials, or text telephones. These aids are not required if they involve

"significant difficulty or expense." However, if such aids are offered, the business may not

charge extra for them or for any accommodation. One good example is Access Africa, which

has established wheelchair-accessible lodge accommodation in South Africa, with adapted

safari vehicles and personal carers available in a tailor made itinerary. Following are some

examples of reasonable changes that various hotel chains have been making worldwide over

the past five years:

Announcement registration and guest information in large prints.

Providing Braille version of at least one copy of the fixed menu.

Providing phones with large buttons.

Providing portable vibrating fire alarms for those hard of hearing.

Providing alternative low reception desk for wheelchair users.

Providing disability-awareness training to staff members.

All of the above changes are necessary because disabled people are known to be loyal

customers who repeatedly use services they are satisfied with.

Major Problems at Different Facets of Travel Process

The existing literature on tourism for differently abled guests suggests a variety of travel-

related issues and problems (UNESCAP 2003) during different facets of travel are varied and

some of those have enough potential to adversely influence the travel decisions and

behaviour (Darcy, 2001). Some are given below:


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Problems at booking stage: Major problems identified are poor understanding of their

specific problems/ requirements among the booking staff and prevalence of their inhospitable

attitude. Other issues worth mentioning are distance of booking centers’ and to a large extend

their inaccessibility. This pattern is common to both visitor segments.

Problems during travel phase: In general, intra-destination travel is most difficult part,

followed by lack of proper information and inadequate signage at major points of reference.

There are other noticeable constraints as well such as non-availability of personal aids/

equipment at the stations and in the vehicles, locating affordable and accessible

accommodation and lack of knowledge about specific problems of tourists with reduced

mobility amongst ground staff. This pattern is almost similar to both the foreign and domestic

visitor segment.

The problems at Places of stay: Problems encountered at places of stay are many and indeed

more critical. However, there exist noticeable differences in the manner in which the

domestic and foreign tourists view those problems. Major ones reported among domestic

tourists are lack of necessary facilities in the rooms meant for tourists with reduced mobility,

lack of understanding about their special needs among staff and inappropriate location of

rooms meant for tourists with reduced mobility. Other issues of importance include

comparatively higher room rates of adaptable rooms and absence of lifts.

As regards to foreign tourists, those in the order of importance are lack of necessary facilities

in the rooms meant for tourists with reduced mobility, inappropriate location of rooms meant

for them, inaccessible lobby and absence of lifts. Non-availability of personal

aids/equipments and comparatively higher-prices of adaptable rooms meant for them also call

for qualified actions.

The existing literature on tourism for differently abled guests suggests a variety of travel-

related issues and problems (UNESCAP 2003) during different facets of travel are varied and

some of those have enough potential to adversely influence the travel decisions and

behaviour (Darcy, 2001). Some are given below:

Problems at booking stage: Major problems identified are poor understanding of their

specific problems/ requirements among the booking staff and prevalence of their inhospitable

attitude. Other issues worth mentioning are distance of booking centers’ and to a large extend

their inaccessibility. This pattern is common to both visitor segments.


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Problems during travel phase: In general, intra-destination travel is most difficult part,

followed by lack of proper information and inadequate signage at major points of reference.

There are other noticeable constraints as well such as non-availability of personal aids/

equipment at the stations and in the vehicles, locating affordable and accessible

accommodation and lack of knowledge about specific problems of tourists with reduced

mobility amongst ground staff. This pattern is almost similar to both the foreign and domestic

visitor segment.

The problems at Places of stay: Problems encountered at places of stay are many and indeed

more critical. However, there exist noticeable differences in the manner in which the

domestic and foreign tourists view those problems. Major ones reported among domestic

tourists are lack of necessary facilities in the rooms meant for tourists with reduced mobility,

lack of understanding about their special needs among staff and inappropriate location of

rooms meant for tourists with reduced mobility. Other issues of importance include

comparatively higher room rates of adaptable rooms and absence of lifts.

As regards to foreign tourists, those in the order of importance are lack of necessary facilities

in the rooms meant for tourists with reduced mobility, inappropriate location of rooms meant

for them, inaccessible lobby and absence of lifts. Non-availability of personal

aids/equipments and comparatively higher-prices of adaptable rooms meant for them also call

for qualified actions.

Most hotels have facilities for guests with reduced mobility but not much has been done for

guests with hearing and visual impairments

Significance of customer complaining and complaint satisfaction

Many hospitality enterprises do not pay sufficient attention to handling complaints effectively

(Stauss and Schoeler, 2004; Homburg and Furst, 2007). This is surprising as customer

complaints are a valuable source of important market intelligence (Priluck and Lala, 2009),

which hotel enterprises should use to correct the root cause of the problem and to improve the

service or product (McCollough et al., 2000; Brown et al., 1996). Naylor (2003), however,

illustrates how few hotel companies recognize the importance of customer complaining

through the estimate that fewer than 50 percent of complainants receive a reply from the

company and those that do often view the organization’s response as unsatisfactory. It seems

that the issue of service failure is still not adequately addressed by businesses especially when


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the seriousness of customer dissatisfaction for companies in the short and long term is

considered. Negative word-of-mouth (Lerman, 2006) and switching to competitor firms

(Homburg and Furst, 2005), inevitably lead to the high costs of acquiring new customers

(Hart et al., 1990) if alternatives are available, if switching barriers do not exist, and if

customers do not have loyal feelings towards the company (Colgate and Norris, 2001). On

the other hand a positive approach to dealing with customer complaints should help to

maintain customers and generate positive communication about the company (Boshoff and

Allen, 2000; Stauss, 2002). Importantly repeat purchases by established customers usually

require up to 90 per cent less marketing expenditure than do purchases by first time buyers

(Dhar and Glazer, 2003).

Current understanding of complaint satisfaction is limited (Kim et al., 2003) as research has

focused predominantly on the customer’s attitude toward complaining (Richins, 1982),

attribution of blame (Folkes, 1984), and the likelihood of a successful solution (Singh, 1990).

Further, research has focused on the complaining customer rather than employee

characteristics (McAlister and Erffmeyer, 2003). Consequently, little is known as to how

customers evaluate the recovery process (Holloway and Beatty, 2003).

However, recent work by Wirtz and Mattila (2004) found that satisfaction is the main

variable in service recovery, acting as a mediator variable and explaining the relationship

between post-recovery behaviors and service recovery dimensions.

Stauss (2002, p. 174) defines complaint satisfaction as “the satisfaction of a complainant with

a company’s response to her/his complaint”. It is the result of a subjective evaluation process

and Parasuraman et al.’s (1985) expectations disconfirmation paradigm provides a useful

analogy to understand the process:

Customers compare their expectations concerning the company’s complaint handling

activities with their perceptions. Customers should be satisfied if the experience exceeds

expectations and dissatisfied if not; the theory also suggests that they will be indifferent if

their perceptions equal their expectations but one might argue that at the very least the

relationship may be maintained in such a situation.

Employees in contact with differently abled guests

In general, customers make their complaints in person to contact employees (Lovelock and

Wirtz, 2007; Brown, 2000) and therefore these employees play a crucial role in creating


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complaint satisfaction. As customer contact employees are considered to have a critical role

in the recovery of failures (Maxham and Netemeyer, 2003; Boshoff and Allen, 2000), they

should also play an important role for creating complaint satisfaction in face-to-face

complaint handling encounters. We need to understand the critical contact employee

behaviors from a customer’s point of view if we are to provide customer satisfaction

(Winsted, 2000). This study suggests that it is largely the employee’s response, in such face-

to-face situations which influences the perception of the complaint handling encounter and

the overall evaluation of the company’s complaint resolution process. It is the behaviors and

attitudes of customer contact employees which primarily determine the customers’

perceptions of service quality (Hartline and Ferrell, 1996) and their role is vital for the

recovery from failures and critical in creating complaint satisfaction (Bell and Luddington,

2006; Kau and Loh, 2006). Interpersonal service situations offer an opportunity to manage

quality (Bearden et al., 1998) and establish what kind of service delivery is satisfactory

(Chebat and Kollias, 2000). The managerial implications are that once a company has

recognized and understood complaining customers’ expectations, they can ensure that contact

employees are trained to manage their behavior appropriately to match their customers’

underlying expectations. Such behavior should have a positive impact on customer

satisfaction (Botschen et al., 1999).

Policy Framework for Disabled Tourism

A review of the literature available on the subject suggests lack of an appropriate policy

framework wherein tourism for guests with disabilities has been contextualized as part of the

overall development policy. Various reasons can be attributed to this, but evolving such a

framework is central not only on account of ensuring more inclusive tourism but also to bring

the business of accessibility in the ambit of development planning.

Europe is perhaps one region where many noticeable initiatives have been taken at

governmental level towards accessible tourism. Not only the country governments in the

Union are proactive, the European Union itself can be seen instrumental in many innovative

policies and programmes as can be seen below:

1) Improving Information on Accessible Tourism for Disabled People – E.U. Guidelines

2) UNESCAP and Accessible Tourism – Recommendations in 2007

3) European Parliament Resolution on Accessible Tourism – 2007

4) Accessible and Socially Sustainable Tourism for All – EESC


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5)The Victorian Accessible Tourism Plan 2007-2010.

India is very vast and the access initiatives so far have been taken are essentially pilot-one in

nature. Widening of the access enabling activities are vital and to be fostered. Nonetheless,

many hotels in India have made tremendous efforts at creating policy frameworks for their

differently abled guests. National Tourism Awards (Ministry of Tourism, Government of

India) have been given to various 5-star hotels in India which have been promoting tourism

and providing the best facilities for differently abled guests:

1) ITC Grand Central, Mumbai (2007-2008)

2) The Lalit, New Delhi (2009-2010)

3) Taj Hari Mahal, Jodhpur (2010-2011)

2.9 Conclusion

In this chapter, an initial attempt was made to introduce a misunderstood and

underappreciated market segment to the hospitality industry. The focus of this chapter was to

map the major issues and constraints of differently abled hotel guests’ during different facets

of travel and the bearing of those in their travel decisions. Most available studies

unambiguously reveal that many of the problems are grave and, therefore, could adversely

affect their travel behaviour if not addressed properly. But, before attempting those, a brief

documentation of tourism environment was attempted.

Physical disability is an important determinant of travel (Cook et al, 2010). Disabled

travellers might have minor limitations from slight hearing impairments to major mobility

obstacles such as confinement to wheelchairs. India is one of the first few countries, after

United States, to take an initiative to significantly increase accessibility for all by passing

various Acts. Since that time, access for differently abled travellers to most major tourism

resources and services has greatly improved. However, access is still a major issue in other

countries of the world and seriously restricts the ability to travel for tens of millions of

people.

The major issues and constraints discussed above have varied levels of impacts in

determining travel propensities of tourists with disabilities. Needless to state, economic

factors would be critical. The results emanate the major factors influencing future travel plans

of these tourists suggest that reasonably priced tourism products and better income


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opportunities would be most influential, especially for domestic tourists. But, when it comes

to foreigners, availability of safety support systems and proper access to such information

appear to very determining in nature. Other factors of importance are positive attitude of

industry workers and availability of accessible facilities and resources at places of visit.

After studying the viewpoints of various authors and hoteliers’ perspectives, the research

concluded that it is imperative for hoteliers to understand the needs and expectations of

guests with disabilities in order to overcome the challenges they face while interacting with

them. The initiatives and publications regarding tourism for differently abled people are an

essential concept to understand the connection with accessible tourism.


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CHAPTER 3

RESEARCH METHODOLOGY

3.1 Introduction

Creswell (2005) defined research as “a process of steps used to collect and analyze

information in order to increase our understanding of a topic or issue”. Research is defined as

“the systematic process of collecting and analyzing information (data) in order to increase our

understanding of the phenomenon about which we are concerned or interested” (Leedy and

Ormrod, 2005). The main issue emerging from these definitions is that the research must

collect and analyze new information and/or facts that will enhance the body of knowledge.

In this chapter, the researcher aims to establish a framework for evaluation of this research

process and its application to arrive at a comprehensive conclusion. The research is reflected

on the basic principles of pure research to accomplish the aims and objectives of the research.

Pure research shows steps in a sequence which begins with theory to carry out the research.

These steps have been showed about in context to the research done. The chapter will include

the research tools applied to arrive at a logical deduction.

3.2 Type of Research

There are two reasons for which a research can be undertaken. Firstly, to find a solution to a

problem that already exists within the work place, and secondly, it is done to educate oneself

more about a particular problem and then try to contribute in general to the body of

knowledge in that section without any intentions of applying the results found to solve any

precise problem in that organization.

The first type of research is called applied research and the second type of research is called

pure research. Mapping the challenges faced by hoteliers while dealing with differently abled

guests is a pure research and its results are not applied to any organization as such because

the results are situational and almost always vary.

3.3 Purpose of the Research

According to Robson (1993), methodology is concerned with the way in which an answer can

be stated to a research question and particularly the process undertaken to achieve this

answer, solution or recommendation. Therefore, research denotes a planned, structured and

systematic method of analysis. The purpose of the research is defined by the type of research.


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It seeks to inform the reader what the researcher wants to accomplish and how its outcome or

the result can be used.

Robson (1993) clubs the purpose of research in terms of descriptive, explanatory and

exploratory:

• A Descriptive research is done when a clear profile of persons, events or situations has to

be displayed. It requires deep research of past data in the domain so that the researcher can

ascertain the aspects on which information has to be gathered.

• An Explanatory research finds a core of a situation or problem, generally expressed in the

form of causal relationships. It may be quantitative or qualitative or a combination of both.

• An Exploratory research is undertaken when the purpose of the study is in depth or to

ascertain what is happening. It is carried out to determine new areas, ask questions and to

assess phenomena in a new ways. It is usually qualitative.

Based on the above categorization, this research may be classified as an exploratory research.

The study aims to find the various aspects of disabled tourism and the importance of

understanding these guests and their needs so that Indian hoteliers know how to handle

situations or challenges while dealing with differently abled guests. This method has been

used to satisfy the researcher’s curiosity, desire for better understanding and practical

application in hotels. The researcher has intended to follow an uncomplicated qualitative

research approach with the foremost purpose of gathering the empirical data by means of

semi-structured interviews, adopted by the researcher for the primary data collection.

3.4 Preliminary Data Collection

Preliminary data collection involves initial data gathering based on observations made. The

data must be gathered from reliable sources. Initially, the researcher accessed online news

and journal articles, along with relevant websites to gain an idea about:

a) the perceptions of people with disabilities with relevance to their hotel experiences,

and

b) the perceptions of hoteliers and the challenges they face while trying to meet the

demands of guests with difficulties.


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These articles portrayed what was happening in the real world scenario. The researcher was

aware of websites such as www.disabledtravelersguide.com, www.disabled-world.com and

www.disabilityindia.org with the help of Google search; the researcher browsed more

websites to gain a general idea. The researcher also found access to some official articles,

reports and statistics (such as Ministry of Tourism and UNWTO) associated with disabled

tourism in India and around the globe. The researcher also came across data about hotel

company policies and Government Acts concerning provisions for guests with disabilities.

The research portrays the combined efforts of the public, the state government and many

experienced hoteliers that have made initiatives to help people with disabilities during their

stay in 5-star hotels and also, conceived strategies to overcome the challenges hoteliers face

while dealing with these guests. By looking at all the above factors, the researcher had used

data concerning disabled tourism in hotels as references so that they could conduct their

interviews during the primary research.

The researcher during the process of research had made use of Summon, Athens and Metalib

databanks using relevant search items, was able to gather articles from peer reviewed journals

such as Tourism Review International, Disability and Society, Business Travel and Tourism,

Journal of Travel Research, International Journal of Tourism Management, Review of

Disability Studies, Journal of Hospitality and Tourism Management etc. which were available

through Emerald, Sage Pub, Science Direct, Athens, Ebsco etc. Some of the authors work

that was reviewed by the researcher were Burnett, J. & Baker, H.B. (2001), Darcy, S. (2010),

Flores, M. (2006), Grady, J. & Ohlin, J. (2009) etc. The articles read by the researcher over a

period of time were instrumental in being able to generate adequate keywords to be used as

search terms.

3.5 Formulation of Research Tools and Collecting Data

The decision to collect data using quantitative or qualitative techniques depends on the

research design which identifies the research purpose, research problems, and research

settings, background of the investigator and research methods. Kitchin (2000) remarked that

while a survey method may be beneficial, it sometimes makes those with disabilities feel

“pigeon-holed” to a lay down a specific list of responses. Interviews provide freedom of

expression to the respondent; therefore, the researcher justified qualitative data collection for

this project.


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3.6 Qualitative data

According to Traynor (2007), qualitative research sees the world through a qualitative lens.

Furthermore, it explores meaning and often paves the path for quantitative research. There

are a variety of reasons why the researcher used qualitative data for the study. Firstly, the

purpose of the research was exploratory in nature. Secondly, the use of interviews provides

freedom of expression to the respondents. Thirdly, therefore, a qualitative approach to

collecting data would not only bring more detail but also allow flexibility of data collecting

depending on the persons view and their involvement in context of the research. Hence it

addressed the issues sought by the researcher in a detailed way, along with the essence of

their responses in the context of their organizations which added more dimension and colour

to the research. The findings of this study could thus be used for further research which could

be expressed in quantitative terms.

3.7 Semi-structured Interviews

The researcher has conducted semi-structured interviews. The questions were framed by the

researcher in order obtain a truthful insight into the interviewee’s perceptions. The researcher

has conducted unstructured interviews, some conducted face to face and some via email, to

gather data from all the respondents (hoteliers and people with disabilities) as the objective is

to explore both their perspectives. The researcher while conducting the interviews did not ask

specific questions such as to lead the interviewer to a particular answer. Hence the researcher

asked open ended questions, the answers to which further lead to other questions being asked.

The purpose of following such an approach is to obtain a truthful insight into the

interviewee’s perceptions without binding them by any structured format or prompting them

into a particular response.

3.7.1.1Phase one - Interviews with guests with disabilities

Study respondents were selected using the judgment method, in which the researcher

“actively selects the most productive sample to answer the research question[s]” (Marshall

1996, p. 523). The interview questions focused on the service experiences as well as the

methods for improvement. The study respondents were guests with disabilities of 5-star

hotels in Mumbai Most of the respondents were persons with hearing, visual, and mobility

disabilities. Examples of the respondents include an executive of the American Association

for the Deaf and Blind, two highly achieving sportspersons who now have disabilities, and


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Founders, Chairmen and key decision makers of multinational organization, among others.

The researcher selected people who can influence disability groups, as opposed to individual

persons with disabilities, as individual bias can be reduced because the respondents can

provide information regarding the needs and experiences of their group as a whole. Group

representation also allows for a smaller sample size to be used. Validity was further enhanced

by employing a method suggested by Turner (2010), in which a non-participating researcher

reviewed the interview framework and data, and who then provided feedback and suggestions

to the primary researcher.

3.7.1.2 Phase two - Interviews with hotel managers

Leaders within the hotel industry were also interviewed regarding the feasibility of

implementing suggestions from Phase One of the study. Respondents from the hotel

perspective included General Managers, Hotel Managers, Directors of various departments

and other hotel operations executives from 5-star hotel properties in New Delhi (India). A

few stakeholders and international respondents who have worked in India as General

Managers and other key decision makers were also interviewed. Data was again triangulated

by the use of an independent reviewer.

3.8 Sampling

According to Sekaran (2003) sampling is the process of selecting a sufficient number of

elements from the population to enable studying the sample and understanding the

characteristics to the population elements. The sample breakup of the researcher due to time

constraints as well as financial constraints would be convenience sampling. This method

involves collecting information from members of the population who are conveniently

available to provide this information. This approach has been adopted for in a limited time

span the researcher was required to gather the required data and hence, those members of the

population who were easily accessible by the researcher became the sample for this research.

The total sample size for this research comprises of 39 respondents, of which 16 were guests

with disabilities staying at various 5-star hotels and 23 were experienced hoteliers of those

hotels in Mumbai.

Respondents Sample Size

People with disabilities 16

Hoteliers 23


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3.9 Data Analysis

The data collected from the semi-structured interviews, will be analyzed to assess:

a) the perceptions of people with disabilities with relevance to their hotel experiences,

and

b) the perceptions of hoteliers pertaining to people with disabilities and the challenges

they face while trying to meet the demands of these guests.

The data collected from the primary research will be compared to that of the findings in the

literature review thus forming a certain perception about the entire research. The researcher

on the basis of semi-structured interviews will formulate themes wherein the responses of

individuals will be clubbed and the answers would then be clear.

Questionnaires

Topic for research: To map the challenges faced by hoteliers while dealing with guests with

disabilities.

Interview Questions for hotel guests’ with disabilities:

1) Do you usually stay in an accessible room when available?

2) What would you do if the hotel had only one accessible room, which is already occupied

by another guest?

3) If you could make changes in the accessible or ‘equipped’ room you have stayed in before,

what would it be?

4) Would you travel more if it were easier to find a room to accommodate your needs?

5) Would you be willing to pay extra to have particular needs met?

6) Do you always travel with an assistant/caretaker?

7) How many room-nights did you spend in hotels last year?

8) Have you ever made any complaints or given compliments to the hotel staff pertaining to

the additional facilities given or not given to you?


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Interview Questions for hoteliers:

1) Do you think that Accessible Tourism is a growing market segment in the Indian

hospitality industry?

2) Does your hotel have sensitivity training programs for you staff members/associates?

3) In your experience, have you faced any problems or challenges pertaining to differently

abled guests? Please specify a few examples or instances.

4) When disabled hotel guests’ expectations and needs go beyond the standard for typical

guests, what do hoteliers do?

5) How far do the responsibilities of hoteliers extend to their disabled guests?

6) Do you intend to or have you made any initiative which might help guests with disabilities

at your hotel?

Rationalizing the Questions

The researcher used semi-structured interviews to interview various hotel guests’ with

disabilities and hoteliers. For this, the researcher initially asked simple open ended questions

to guests with disabilities in order to obtain a truthful insight into their perceptions and so that

they would not feel uncomfortable. Each question that was asked to the hoteliers and guests

with disabilities was written down by the researcher and further studied in detail in order to

compare, understand and put them under their respective categories. These categories were

established preceding the interviews by the researcher so that the main objectives of this

research may be covered.

Interview Questions for hotel guests’ with disabilities:

1. Do you stay in hotels that provide rooms with facilities that cater to the needs of

differently abled guests?

Rationale: The aim of this question is to understand the significance of having

rooms for differently abled guests in hotels.

2. What would you do if the hotel had only one accessible room, which is already

occupied by another guest?

Rationale: This question tries to understand how imperative it is for a hotel to

have rooms with facilities for differently abled guests.

3. If you could make changes in the accessible or ‘equipped’ room you have stayed

in before, what would they be?


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Rationale: The purpose of this question is to understand the scope of improvement in

the present facilities provided to guests with disabilities in hotels.

4. Would you travel more if it were easier to find a room to accommodate your

needs?

Rationale: To understand if guests with disabilities would travel more often if it were

easier to find rooms that cater to their needs.

5. Would you be willing to pay extra to have particular needs met?

Rationale: This question aims to understand whether guests would pay more if their

expected needs were met with.

6. Do you always travel with an assistant/caretaker?

Rationale: This question aims to understand whether facilities should be provided for

guests travelling with assistants/caretakers in hotels.

7. How many room-nights did you spend in hotels last year?

Rationale: The purpose of this question is to provide quantitative information about

the number of room nights spent in hotels annually by guests with disabilities.

8. Have you ever made any complaints or given compliments to the hotel staff

pertaining to the additional facilities given or not given to you?

Rationale :This question aims to determine areas of improvement for hotels

Interview Questions for hoteliers:

1. How is Accessible Tourism a growing market segment in the Indian hospitality

industry?

Rationale: To understand the effects of Accessible Tourism on the Indian

Hospitality industry.

2. Does your hotel have sensitivity training programs for you staff

members/associates?

Rationale: The aim of this question is to find out whether all hotel personnel are

trained to deal with sensitive guests such as people with disabilities.

3. In your experience, have you faced any problems or challenges pertaining to

guests with disabilities? Please specify a few examples or instances.

Rationale: This question aims at finding out the challenges faced by hotel

personnel while interacting with guests with disabilities.

4. When disabled hotel guests’ expectations and needs go beyond the standard for

typical guests, what do hoteliers do?


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Rationale: The aim of the question is to understand how hoteliers cope with

irrational demands made by differently abled guests.

5. How far do the responsibilities of hoteliers extend to their disabled guests?

Rationale: The purpose of this question is to determine the degree to which

hoteliers can extend their responsibilities.

6. Do you intend to or have you made any initiative which might help guests with

disabilities at your hotel?

Rationale: This question has been asked to gain insight into the incentives taken

up by the respondent to assist their guests.

3.11 Conclusion

This chapter helped in identifying the research methodology for the research. The research is

of a pure, exploratory nature and used an uncomplicated qualitative research approach with

the foremost purpose of gathering the empirical data by means of semi-structured interviews,

adopted by the researcher for the primary data collection. Simple, open ended questions were

asked, to both, guests with disabilities and hoteliers, in order to obtain a truthful insight into

their perceptions and to give the freedom of expression to the respondents. The data analysis

further helped in determining the extent to which it supported the research question, in order

to arrive at a comprehensive conclusion.


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CHAPTER 4

DISCUSSION AND ANALYSIS

4.1 Introduction

This chapter presents the analysis of the empirical data that has been collected from the

primary research. An uncomplicated qualitative approach to gathering the empirical data by

the means of semi-structured interviews was adopted for the research. The questions

formulated were ultimately asked to guests with disabilities who visit 5-star hotels and

hoteliers. Henceforth, the responses (to the questions asked) of the respondents were written

down, compared and then studied in detail. Subsequently, the researcher identified the

emergent themes from the empirical data that was collected and put the data into the most

important category, so as to avoid overlapping categories in order to keep the analysis simple

and easy to manage and understand.

4.2 Data Analysis

After taking the interviews and then analyzing them in detail, the researcher has merged and

identified the following emergent themes; these themes have been discussed in detail below.

4.2.1 Sensitivity to people with disabilities

The comments made by guests concerning staff training indicate that this is the most

significant issue that must be addressed. Every guest interviewed, regardless of disability,

was critical of the way hotel staff members (at all positions) treated them. One of the guests

mentioned, “the Harris poll established that 47 % hoteliers feared interacting with differently

abled people because they (hoteliers) are uncomfortable”. Another guest respondent agreed

saying, “bad experiences only occur when the hotel manager (or other associates) lack the

required knowledge which leads to fear or stupid behavior.” When presented with the issue of

staff training, most of the hoteliers interviewed noted that their staff members (associates)

received sensitivity training. One of the managers claims, “Formal training of interacting with

guests with disabilities for all staff is handled in regular staff training. Unless there is an

explicit need for supplementary training, it doesn’t happen.” In the same way, another

hotelier responded, “We have conducted sensitivity training in every area. The basic training

is done during orientation; yet, there is no set standard for continuing education.”

Based upon the comments of both groups, it is clear that training is not producing the

outcome of ensuring positive guest experiences. Thus, hotels should re-evaluate and possibly


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expand their sensitivity training programs. One method may be more frequent or continuous

training. Instead of conducting sensitivity training only during orientation, properties could

follow the initiative of one globally renowned hotel property at which a manager says,

“Sensitivity training is done during the initial training period in addition to once every year.”

An additional training routine could embrace the Opening Doors program practiced at the

Embassy Suites hotel in Lake Buena Vista, Florida. In this program, associates participate in

role playing exercises, such as being blindfolded, maneuvering in wheelchairs, or wearing

noise-blocking headphones, so they can experience personally what a differently abled

guests’ experience (Ohlin, 1993). A different program could be having members of the

disabled community come to the property and participate in a presentation to associates.

Whatever the method is, it must be different from the status-quo which is yielding

dissatisfaction amongst differently abled guests.

4.2.2 Communication

In order to provide the best service possible, warm lines of communication between the

guests and hoteliers must exist. In the pre-arrival phase of a stay, the burden falls typically

upon the differently abled guest to inform the hotel of his or her needs and expectations. As

one manager noted, “Guests that have never stayed with us can be a problem, especially if

there are no special requests during the reservation. The key is informing us in advance, not

during check-in.” Another hotelier agreed saying, “If we are told in advance, we can take

measures to do it right. Sometimes these guests arrive presuming it will be bad”.

A foreign guest respondent’s spouse commented, “Hotels could enhance communication with

their guests by creating an ADA specialist position in their reservation department.” To this,

the guest respondent added, “ADA specialists in reservation departments are receptive during

booking, get the answers, and are fairly helpful”. These experts would also address other

comments made by guests, including familiarity of disability assistance equipment and the

use of text and relay systems. The caution to the specialist position, however, is that it would

corporate and not the individual properties would have to adopt it. A few hoteliers agreed that

a specialist would be a worthwhile option to practice and one of the hoteliers said “Our

reservations go through our corporate office and the systems”.

The other hoteliers explained that a special position just for sensitive guests would not be cost

effective. Still, one of the hoteliers who is a key decision maker at his hotel said that their

hotel could perhaps have an “ADA Champion” who is familiar with accommodations and


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could handle ADA alongside his or her other responsibilities. Another example which all

hotels should learn from has been initiated by a globally distinguished hotel chain which has

elevators embedded with Braille for the convenience of their visually impaired guests.

4.2.3 Physical accessibility in hotels

In India besides hotels, there is not much development in infrastructure for the differently

abled travellers i.e. accessibility at airports, train/bus stations, public places, etc. Unless this

aspect is addressed there shall not be a significant change from this segment. In this regard, a

hotel manager mentioned, “Having an accessible tourism environment connecting all guests

in an appropriate manner to a destination based on their individual needs is thoughtful,

considerate and appropriate as a goal of the tourism industry. In many countries, this is

mandated by government policy and defines the construction and design of a destination

including Hotels and public spaces”. Another manager believes, “There is a very positive and

pro-active campaign promoting Indian Tourism and especially highlighting contemporary

and progressive India, so yes there is definitely growth related to Accessible Tourism.” This

is primarily associated with India being perceived a destination where hospitality and service

are synonymous with its people, thus assuring high levels of customization. One manager had

different views, saying, “While efforts have been put by hotels in upgrading the hotel

facilities for guests with disabilities, hotels are only one facet of a holiday…everything needs

to synchronize and fall into place.”

One of the key decision makers of a hotel chain stated, “Hospitality industry bodies and

Government need to be pro-active to improve the quality of a destination and overall guest

experience. Hotel owners and managers should create an environment that ensures the

comfort and safety of all guests, in addition providing thoughtful recommendations and

excellent service to connect the guest to the destination.” In this regard, another manager

from the same hotel said, “As a hotelier, I look to meet the needs of each guest in a way that

is important to them. However an experience can be tailored to bring to life a destination in a

way that is meaningful for a guest, then we have an opportunity to meet and exceed

expectations.”

This is the reason why many hotel chains have clearly laid out corporate guidelines catering

to differently abled guests. These have been compiled keeping into account the experiences

with various guests and most importantly by ensuring that the hotels are compliant to legal

guidelines.


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4.2.4 Challenges

Both guests and managers noted the fact that there is no universal approach to service

provision for guests with disabilities. Most hotels in Mumbai have been fortunate not to have

faced many challenges till date. One manager commented, “Most 5-star hotels are now trying

to take great measures to facilitate these guests with their needs. However, some of them tend

to ask for too much. They don’t realize that we are catering to the needs of at least 250 people

a day.” Another manager mentioned, “At our hotel, we have not faced any challenges with

these special guests because our reservations team is well trained to ask pertinent questions

when we are expecting an accessible guest to adequately prepare for arrival.” An associate

added, “By consulting with guests with disabilities, hoteliers can go ‘above and beyond’”.

When guests with disabilities were asked about changes they could make in accessible or

‘equipped’ rooms, most respondents said there was “too much furniture in the room” and

“hotels should widen hallways in and out of room”. Other suggestions made were, “put a

lower shag carpet on the floor”, “extend or motorize drape pulls”, “change the direction doors

swing open”, “the phone and switches are too far from bed”. A few guests also complained,

“There are very few hotels which specify the facilities they have for us (people with

disabilities) on their website.” Also, capital expenditures are a major factor while customizing

a hotel for differently abled guests are a significant investment for a property, and in many

cases, they produce a low or negative return on investment. As one manager said, “A lot of

ADA comes from a construction standpoint and things like that are hard to change…from an

ownership standpoint, they want to do the minimum we can because of cost. They’re going to

put the least amount of money they need to put into it.” He said, “At times hotels are unable

to make a room meet the required standards and expectations, like in historic hotels”.

4.2.5 Initiatives

Owing to the escalating awareness of the needs of differently abled guests, which is a

growing market segment, many hotels in Mumbai have recently started taking initiatives and

setting guidelines which cater to their specific needs and expectations. These hotels are

“dedicated to delivering a finer guest experience along with providing for a suitable

infrastructure that is affordable by the hotel.”


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One of the hotels in Mumbai recently embedded their elevators with room numbers in

Braille. Two other hotels have taken an initiative by constructing accessible cloak rooms in

all public areas, including the lobby, function space, spa and all restaurant outlets.

Another hotelier said that, “Like all guests, the safety, comfort and well being of in house

guests is of paramount importance to the hotel management. Ramps, rails, special alarms, etc

have been provided in all public areas. Special rooms (specially designed beds from Canada,

bathrooms & toilets) for differently abled guests have been provided at all hotels in our

chain.”

However, there are some hotels which are trying to introduce newer initiatives to a greater

extent by training their staff so that they are sensitive to their guests’ needs. “We are working

on a system for the hearing impaired – when bell rings, light flashes in the room, and the

pillow also vibrates especially in case of an emergency.”

The research suggests that the use of cut-in room keys is a very specific initiative which

could benefit all guests. One guest interviewee with a visual impairment presented the idea.

She noted, “Room keys are a problem because it is difficult for us to tell which way they go

in. Keys with a missing corner would benefit everyone.” Indeed, while this change would be

geared towards a guest with visual disabilities, every guest will find it to be a more user-

friendly key. Even the most frequent business travellers have probably had times when they

struggled with the room key, irrespective of being tired, no eye glasses, or having had too

much fun during a night on the town. When suggested to managers, they all approved that a

cut-in room key was a good idea for all guests. However, the degree to which managers

would have the freedom to implement the change varied. One manager said, “We could use

them at our property and share them with other hotels as a best practice.” Another liked the

idea, “But it needs to be a corporate decision.”

An alternative to cut-in keys not mentioned by interview respondents could be the new Radio

Frequency Identification (RFID) electronic lock systems made by major hotel lock

corporations. The technology allows for contactless entry to a room, with guest keys

containing a unique radio frequency that, when placed near the reader on the door, causes the

door to unlock.


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4.3 Conclusion

The interview responses achieved the study objectives of

(1) Identifying the perceptions of guests with disabilities regarding their hotel service

experiences, and

(2) Identifying hoteliers’ perceptions on meeting the challenges they face while with disabled

guests’ needs and their desires


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CHAPTER 5

CONCLUSION AND RECOMMENDATIONS

5.1 Introduction

This section concludes the comprehensive analysis of the research and the theoretical

framework reviewed for this dissertation. It conveys an outcome to the research by

combining the structure and the inference of the literature review, and the discussion

respectively. This chapter covers the recommendations and the scope of future research on

the pertaining topic. This chapter attempts to conclude the issues identified and examined in

the study.

5.2 Conclusion

In recent years, tourism for differently abled travellers has shown promising sign of

expansion due to reasons of congenital as well as acquired disability. This is why a

significant amount of political and academic debate has been focused on deciding the correct

terminology relating to people with disabilities (Priestley, 2001). As society increasingly

becomes aware of the needs of those who experience disability limitations, and destinations

discover the potential for financial gain in being accessible, the process towards an emerging

market segment – disabled tourism, will continue. At some point, however remote this may

seem at present, our society will be accessible for all to the fullest extent.

Meanwhile, there are good reasons to accelerate this process. Whilst it is the responsibility of

all, the hospitality industry should lead this process, engaging businesses and raising

awareness in society as a whole. This will in-turn help hospitality managers and owners

overcome the challenges they face while interacting with people with disabilities. The content

analysis of those providers demonstrates that people with disabilities are best served by the

specialized players in the marketplace. These players not only have appropriate facilities but

they also have adequately trained staff for serving this market. The research consists largely

of two variables – identifying the perceptions of differently abled guests regarding their hotel

experiences and the difficulties faced by hoteliers while interacting with these guests.

The findings of this study could play contributory roles in shaping the path for development

of tourism for guests with disabilities in India as well as other countries across the globe.

Equally important outcomes are clear tracking of various challenges and bottlenecks coming

on the way in tapping the real potential of this tourist segment. Perhaps, many of the


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differently abled guests felt that those challenge and demands made were not difficult to be

dealt with or managed.

What is essentially needed is a certain degree of commitment, earnest efforts and

coordination on the part of major stakeholders in the hospitality industry. But, when it comes

to more complex problems involving considerable financial commitments, it would be

necessary to institute a suitable policy framework and higher levels of inter-departmental

coordination mechanisms.

In consideration of chief findings which were brought forward from the study, a set of

explicit action points are proposed herewith. These are intended not only to tackle some of

the critical barriers or obstacles of this prospective visitor segment but also to develop and

utilize the business opportunities that emanate for providing specific leisure and recreation

products and services the mutual benefits.

5.3 Managerial Implications

The framework devised in this study, based upon both guest and hotelier perspectives, has

been designed to improve the service experience of differently abled guests in hotels. If

adopted in full or in part by the industry, the implications of this framework would extend to

both guests and individual hotel properties. Guests will benefit from accommodations better

suiting their specific needs and expectations, as well as better accessibility in physical design,

more disability-friendly rooms, and better staff interactions. Hotel ownership and

management would benefit from the adoption of this framework, as Burnett and Baker (2001)

found being disability-friendly equates to greater customer loyalty, and thus to higher

occupancy levels. In addition, hotels may develop marketing strategies to promote advances

in disabled accommodation, resulting in a competitive advantage and positive image in the

eyes of all guests, whether they are differently abled guests or general travellers, appreciating

the benevolence of the hotel’s efforts to provide accommodation for the disabled.

Regardless of the merits of implementation, hotels must be cautious while executing the

framework, as it requires investments of both time and finances. Some of the changes, as

managers noted, would require small investments, while others might be very expensive.

Hence, both immediate and long-term return on investment must be considered while

selecting the extent to which framework components will be implemented. Apart from of the

extent to which the framework has been adopted, simple awareness of the components of the

framework, along with the perceptions of both differently abled guests and hoteliers, is


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valuable to persons in the hospitality industry. As mentioned by a guest respondent, almost

50% of people feel fear while interacting with people with disabilities. People familiar with

this research are less probable to be amongst that percentage. The main reason for this is that

they have a necessary (essential) knowledge of the needs and expectations of interacting with,

differently abled guests, and as a guest respondent said, “bad experiences only occur when

the hotel manager (or other associates) lack the required knowledge which leads to fear or

stupid behavior”.

5.4 Scope for Future Research

The interviews conducted and resulting framework achieved in this study have provided

some of the first steps in the enhancement of the service experiences of differently abled

guests, which will in turn reduce the challenges faced by hoteliers. However, it should be

noted that this was solely an exploratory study. In order to maximize return on investment

and guest satisfaction, academics and members of the hospitality industry could use the

results of this research to build a more in-depth investigation of the perceptions of all players

in hotel design and operations. This analysis could take account of interviews of owners,

developers, and architects, in addition to hoteliers and guests. Future research in the hotel

segment could also focus more intensely on the intangible components of the service

experience by, for example, exploring more in-depth the exchanges and interactions between

the hoteliers and the differently abled guests and its importance in the service experience of

differently abled guests. In addition to potential for future research in hotels, this study has

also provided foundations for future research into the hospitality experience of differently

abled guests in general. Related research could focus upon other segments of the hospitality

industry, including restaurants, cruises, airlines and tourist attractions.

Regardless of the hospitality industry’s focus, future researchers ought to consider the

standard and distinctive attributes that should be provided for the three groups of differently

abled guests acknowledged in this investigation (mobility, visual, and hearing), along with

the others that have not been concentrated here (mental disabilities and other physical

disabilities). In addition, future researches may examine the relative importance of both,

tangible and intangible, determinants for each of these groups. By gaining more specific

information about each sub-component of the disabled market segment, hotel operators can

better prioritize market and manage their accommodation efforts in an endeavor to achieve

(gain) a competitive edge and superior investment return on the accessibility improvements.


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BIBLIOGRAPHY

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