Acessibilidade e inclusão da pessoa com deficiência na indústria de turismo: guia de diretrizes de marketing de conteúdo digital acessível
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Data
2023-03-29
Autores
Oliveira, Geovana Carolina de
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O trabalho propõe um guia com diretrizes de marketing de conteúdo digital acessível que tem como baliza a inclusão das pessoas com deficiência na indústria do turismo. Voltado especificamente para redes sociais de empresas do setor, o guia destaca a acessibilidade nas estratégias de comunicação para a venda, tendo em vista as demandas dos consumidores com deficiência, em especial a visual e a auditiva, e a necessidade de adequação dos processos comerciais a esta clientela. A proposta resulta do estabelecimento de um diálogo entre as diretrizes para o marketing acessível e o turismo inclusivo e as estratégias efetivamente realizadas por empresas que se apresentam como especializadas em turismo acessível e/ou voltadas para o público com deficiência. Com o trabalho, espera-se contribuir para a discussão sobre deficiência, marketing e consumo, no sentido de maior inclusão das pessoas com deficiência nos processos de consumo e decisão de compra no segmento.
The work proposes a guide with marketing guidelines for accessible digital content that has as its goal the inclusion of people with disabilities in the tourism industry. Aimed specifically at social networks of companies in the sector, the guide highlights accessibility in communication strategies for sales, bearing in mind the demands of consumers with disabilities, in particular visual and auditory, and the need to adapt commercial processes to this clientele. The proposal results from the establishment of a dialogue between the guidelines for accessible marketing and inclusive tourism and the strategies effectively carried out by companies that present themselves as specialized in accessible tourism and/or aimed at the public with disabilities. With the work, it is expected to contribute to the discussion on disability, marketing and consumption, in the sense of greater inclusion of people with disabilities in the consumption and purchase decision processes in the segment.
The work proposes a guide with marketing guidelines for accessible digital content that has as its goal the inclusion of people with disabilities in the tourism industry. Aimed specifically at social networks of companies in the sector, the guide highlights accessibility in communication strategies for sales, bearing in mind the demands of consumers with disabilities, in particular visual and auditory, and the need to adapt commercial processes to this clientele. The proposal results from the establishment of a dialogue between the guidelines for accessible marketing and inclusive tourism and the strategies effectively carried out by companies that present themselves as specialized in accessible tourism and/or aimed at the public with disabilities. With the work, it is expected to contribute to the discussion on disability, marketing and consumption, in the sense of greater inclusion of people with disabilities in the consumption and purchase decision processes in the segment.
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Palavras-chave
marketing de conteúdo, turismo, acessibilidade, deficiência, inclusão social, Content marketing, Tourism, Accessibility, Disability, Social inclusion