Representation of persons with visible disabilities in social media of destination management organizations in British Columbia
Subject
Abstract
Tourism has grown continuously over the past few decades, with digital marketing platforms, particularly social media, now playing a central role in shaping how destinations are perceived and influencing travel decisions. Tourism promotional materials, however, have historically excluded and underrepresented persons with disabilities, which reinforces barriers to inclusive participation. While accessibility in tourism infrastructure has received scholarly attention, the representation of persons with disabilities in tourism promotion materials remains largely unexplored in the Canadian context. This research addresses this gap by examining how five Destination Management Organizations (DMOs) in British Columbia represent persons with visible disabilities in their social media content during May 1-31, 2024. A qualitative research approach was adopted to examine 226 social media posts published on Instagram and Facebook in May 2024. Data were analyzed using thematic analysis, following Braun and Clarke’s six-phase framework. This analysis focused specifically on the presence, visibility, and representation of persons with visible disabilities. Findings reveal four themes: 1) “Exploring The Destination,” examining the types of tourism experiences promoted; 2) “Accessible Infrastructure Without Persons with Disabilities,” showing accessibility features without users, 3) “Selective Visibility: Representing Persons with Disabilities”, revealing minimal and uneven representation, and 4) “Lack of Diverse Representation,” highlighting limited diverse representation of disability alongside race, age, and 2SLGBTQ+ identities. These findings contribute to the growing body of inclusive tourism research and offer practical recommendations for DMOs seeking more equitable and representative destination marketing.