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Sections 1- 4 Methodology: Brazilian Study of the Profile of Tourists - People with Disabilities Technical Document - 2013
 

Sections 1- 4 Methodology: Brazilian Study of the Profile of Tourists - People with Disabilities Technical Document - 2013

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Sections 1- 4 Methodology: Brazilian Study of the Profile of Tourists - People with Disabilities Technical Document - 2013

Sections 1- 4 Methodology: Brazilian Study of the Profile of Tourists - People with Disabilities Technical Document - 2013

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    Sections 1- 4 Methodology: Brazilian Study of the Profile of Tourists - People with Disabilities Technical Document - 2013 Sections 1- 4 Methodology: Brazilian Study of the Profile of Tourists - People with Disabilities Technical Document - 2013 Document Transcript

    • Translation – Sections 1 - 4 Sections 1- 4 Overview of Methodology Brazilian Study of the Profile of Tourists with Disabilities Technical Document - 2013 (Original title: Estudo do Perfil de Turistas – Pessoas com Deficiência Documento Técnico – 2013 Translation by Scott Rains, srains@oco.net Study of the Profile of Tourists with Disabilities 1. Presentation Preliminary data from the last (2010) census of the Brazilian Institute of Geography and Statistics (Instituto Brasileiro de Geografia e Estatística; IBGE) shows that a large portion of the population has some type of disability. 23.9 % of the Brazilian population or 45,623,910 (forty five million, six hundred and twenty-three thousand, nine hundred and ten) persons have least one of the following deficiencies investigated in varying degrees of severity: • • • • visual impairment hearing impairment motor disability mental/intellectual disabilities The Convention on the Rights of Persons with Disabilities was adopted in Brazil through Legislative Decree No.186/2008 and Decree No. 6.949/2009. It has the legal equivalence
    • of a constitutional amendment. In Article 30 the Convention addresses cultural life, recreational activities, entertainment and sports and requires States parties to take all appropriate measures to assure that people with disabilities have access, in terms of equal opportunities, to locations providing a service or cultural events, such as theaters, museums, cinemas, libraries and tourism services, and, as far as possible have access to monuments and sites of national cultural importance. With this in mind, and taking into account the policy pursued by the Federal Government to promote the rights of persons with disabilities, the Ministry of Tourism, considering tourism as a sustainable economic activity with an important role in generating employment and foreign exchange and providing social inclusion seeks to promote accessible tourism opening the possibility and condition for people with disabilities or reduced mobility to access and use safely and autonomously buildings, equipment and services of tourist interest, and to have access to adequate information about them. Thus, for the development of an effective policy in the area of accessible and inclusive tourism, knowledge of the profile of tourists (both current and potential) with disabilities becomes critical. Based their perceptions of the tourism infrastructure of cities, of the obstacles that hinder or even prevent their travel, of the needs and expectations experienced, it will be possible to verify the current status of tourism activity in the realm of accessibility as well as to contribute to sensitization and awareness of public and private managers on inclusion of this market. There is still a dearth of data on the demand profile of people with disabilities and their consumer behavior as tourists that allows for reliable presentation of current consumer demand for tourism in this segment, as well as potential demand in the medium and long term. This white paper therefore presents the results of the research Study of the Profile of Tourists with Disabilities, conducted by CP2 Research, during the months of May and June 2013. The document is structured in three parts as follows. Initially, research methodology will be discussed. Next will be a qualitative analysis of the behavior, habits of consumption, perceptions and expectations of tourists with disabilities. Finally, conclusions regarding the results of the research as well as references used for the construction of research tools and subsequent data analysis will be presented. What follows is the presentation of the scope of the study, its methodology, main findings and notes, which were organized according to each of the specific objectives present in the project announcement. [ 2. ] Background
    • The Multiyear Plan 2012-2015 - Greater Brazil Plan (Plano Plurianual 2012-2015 – Plano Mais Brasil; PPA) was structured considering innovative public policies that combined economic growth with reduction in social and regional inequalities. Among the thematic programs of the PPA involving the social area is the program "Promotion of the Rights of Persons with Disabilities" (Promoção dos Direitos de Pessoas com Deficiência), which demonstrates the Federal Government's commitment to the promotion, protection and defense of rights of people with disabilities. The Program aims to implement actions aimed at ensuring rights, such as accessibility and equality of opportunities between people with and without disabilities, as well as strengthening institutional relationships, the promotion of research and the systematization of the dissemination of information. It is noteworthy that travel and full access to tourist activities, services and facilities is a right enshrined in Article 9 and Article 30 of UN Convention on the Rights of Persons with Disabilities adopted in Brazil by constitutional amendment as equivalent to a constitutional amendment. Furthermore, to make the facilities and tourist services more accessible to people with disabilities can represent a great opportunity to attract a greater number of users/consumers to the tourism sector. Aware of such a scenario, taking into account the policy pursued by the Federal Government to promote the rights of persons with disabilities, the Ministry of Tourism launched the Accessible Tourism Program, in partnership with the Human Rights Secretariat of the President of the Republic and EMBRATUR (Brazilian Tourist Board or Brazilian Tourist Institute) considering tourism as a sustainable economic activity with an important role in employment generation, foreign exchange and social inclusion. The program constitutes then the accessibility policy of the Ministry of Tourism and proposes a set of actions to promote safe and autonomous social inclusion and access for persons with disabilities or reduced mobility to activity tourist. Thus, as an outcome of the Accessible Tourism Program, this study contributes to the planning and implementation of plans and projects dealing with accessibility and the awareness of public and private managers regarding the true needs of the persons with disabilities and their consequent inclusion in the tourist activity in the country. 3. Our Goals Our goal is to identify the characteristics, consumer behavior and needs of tourists with disabilities - (current and potential), knowing their perceptions in relation to infrastructure and service delivery in cities, the barriers and obstacles to the realization of travel, their expectations and their reports of positive and negative experiences. From this information, what is proposed is to disseminate this knowledge to the supply chain of tourism as a way to raise awareness among public and private managers to adapt the services offered, considering the needs of people with disabilities, and to adopt
    • measures for compliance with the Convention on the Rights of Persons with Disabilities regarding the participation of this population in cultural life, recreation, leisure and sporting activities. The proposal undertakes therefore to build and format a tool for verifying the current status of the accessibility of tourism activity and contribute to the planning and development of public policies, plans and projects related to accessibility and human rights. The present study was driven by the following objectives: • • • • Establish the demand for accessible tourism with a focus on persons with disabilities. Evaluate the tendencies of persons with disabilities to travel. Map out the principle factors present in the leisure travel decision-making as well as the in the overall tourist experience. Identify, in a segmented manner (type of disability) the principle needs related to accessibility of facilities, equipment, services and communication. Knowing the profile and perceptions of actual and potential tourists with disabilities it is possible to reason to… • • What is the current status of tourism accessibility? What public policies, plans and projects regarding accessibility and human rights can be developed? The variables analyzed were: • • • • • • • • • • • How is the trip planning done? What sources of information are used for this? How often and how regularly is leisure travel carried out? What is the duration of travel, on average? Do they usually travel with companions? With whom? Do they find challenges while traveling? If yes, what are these challenges? What are the difficulties and barriers encountered? Do they hire travel service professionals? Do they use lodging, entertainment and transportation? What are the levels of satisfaction with the tourist experience? What type of vacation/travel, what are the tendencies, what is frequency and destination of travel undertaken and desired by these target groups? 4. METHODOLOGICAL INFORMATION 4.1 Who we Researched
    • Two distinct groups of people with disabilities were surveyed - so-called “real” (actual; current) tourists and “potential” tourists currently residing in the cities of Belo Horizonte, São Paulo, Porto Alegre, Rio de Janeiro and Curitiba. The “real” tourists are those who have traveled to some Brazilian leisure tourism destination in the last 12 months. “Potential” tourists are those who have not traveled in the last year but who intend to travel for pleasure for any tourist destination in the next 12 months. 4.2 Methodology, Tools and Sample This research employs a qualitative research technique, using as instruments to collect primary data both Focus Groups and In-Depth Interviews. Scripts were designed for both methodologies in order to guide the discussion and allow deepening of the subject. A Group Discussion is a natural and semi-structured interview guided by a trained facilitator with a script along with a small group of respondents (the number ranging from 8 to12 people.) An In-Depth Interview is a semi-structured direct, personal interview guided by a script, wherein a single respondent is tested by a highly trained interviewer to discover motivations, beliefs, attitudes and feelings underlying theme study. Data were collected between May 13 and 20 2013. Five Focus Groups were conducted in the cities of Belo Horizonte, São Paulo, Porto Alegre, Rio de Janeiro and Curitiba with “real” tourists with disabilities, i.e., those who traveled for pleasure to a Brazilian tourist destination in the last 12 months. The Focus Groups were distributed as follows: Table 1: Order Group 1 Group 2 Group 3 Group 4 Group 5 City Belo Horizonte São Paulo Porto Alegre Rio de Janeiro Curitiba Group Profile Current Travelers with Disabilities (Motor, Auditory, Visual, Intellectual) In addition, 20 In-Depth Interviews (Entrevistas em Profundidade; EP’s) were conducted with tourists classified as potential travelers with disabilities, i.e. those who had not traveled in the last year but plan to travel to a Brazilian leisure tourism destination in the next 12 months. Four In-Depth Interviews were carried out for each of the segments covered by the study resulting in the following profiles of respondents:
    • Table 2: 1 Potential Tourist with a Motor Disability 1 Potential Tourist with a Auditory Disability 1 Potential Tourist with a Visual Disability 1 Potential Tourist with an Intellectual Disability The dates of the Focus Groups and In-Depth Interviews by region are: Table 3: City Belo Horizonte São Paulo Porto Alegre Rio de Janeiro Curitiba Focus Group 5/9/2013 5/14/2013 5/14/2013 5/16/2013 5/1/2013 In-Depth Interview 5/9-10/2013 5/13-14/2013 5/13-14/2013 5/16-17/2013 5/16-17/2013 4.3 Selection of respondents To select the participants of both Focus Groups and the In-Depth Interviews as well as seeking an agile workforce and following an established trend in research institutes of Brazil, in the case of Porto Alegre and Curitiba local recruiters we hired. In other cities, Belo Horizonte, Rio de Janeiro and São Paulo, the recruitment of participants was conducted by telephone. This differentiation between recruiters in the cities surveyed was because, initially, institutions were contacted in each city and these institutions in turn passed along the names of possible people with disabilities to be interviewed - among these institutions include APAE 's (Association of Parents and Friends of Exceptional Children) Regional, Associations, Councils, among others (as can be seen in tables 2 to 6, below, on page 8). The initial plan was that these institutions would send a list of people interested in participation and could possibly contribute to the research, i.e., the institution would be the bridge between the company and the research participant with disabilities. Each recruiter was responsible for recruiting the Focus Groups and In-Depth interviewees of a city. So in total five recruiters were hired (three that performed the work via telephone, at the headquarters of CP2, in Belo Horizonte - Porto Alegre and Curitiba, as was explained and two others that operated in their respective cities.) 4.4 Training of researchers
    • All professionals hired to perform this study underwent training taught by the Research Coordinator and the Field Coordinator of CP2 before the start of data collection. This training was aimed at general training on the standards adopted and also specific training in research in the area in order to enable them to perform their respective functions in the field (as recruiters, interviewers, moderators and analysts) As each of the selected professionals were in a different locality training occurred individually on April 25 and 26 via Skype. The basic topics covered in this training were: • • • The Code of research ethics, in accordance with the standards of ABEP Brazilian Association of Research Companies (Associação Brasileira de Empresas de Pesquisa) and the International Code of ICC/ESOMAR – the European Society for Opinion and Marketing Research General and specific objectives related to research Profile of the participant demographic of the project Specifically with recruiters the following topics were discussed: • • Posture expected in the selection and user invitation to participate the Focus Groups Reading and understanding the Recruiting Sheet and Invitation Letter For moderators and interviewers the following topics were covered: • • • • The approach expected in conducting Focus Groups and In-Depth Interviews Role-play reading and understanding of the scripts for Focus Groups and InDepth Interviews Explanation and discussion of the possibilities allowed by the script Methods to be used to record the Focus Groups and In-Depth Interviews 4.5 Method of Analysis Analysis was performed using the inductive method, i.e., break down specific cases to reach general conclusions. That is to say that the discourse produced by each region and every segment (translator’s note: “disability type”) researched was analyzed separately in the light of each variable investigated. With this strategy, it was possible to point out the commonalities in all segments, as well as the specificities of certain regions or segments Throughout this document, whenever the terms ”responders” “those researched” or ”persons with disabilities” are employed the reader should consider that it refers all participants, or, that is, all participants presented similar opinions or behaviors.
    • On the other hand, when a differentiation factor appears in report, there will be the correct identification of the segment and/or region where this differentiation has occurred. In the present study we identified a broad convergence of views and behavior. The categories covered by the survey behaved quite similarly, and between different types of disability, only specific demands were identified as differing. On the more general issues opinions were more similar than differentiated. Source: pp 5 -15