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
[IHM-Aurangabad] Page 2
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.

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

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.

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

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

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

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.

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.

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

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.

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.

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.

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.

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,

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.

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.

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.

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

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:

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.

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

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

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

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

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.

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.

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.

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.

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

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

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?

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?

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?

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.

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

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

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.

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.”

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.

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

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

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

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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