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2009 06 19 Sydney For All Accessible Tourism Destination Experience Management

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Presentation to the Hawaiian Disability Rights Center 19 June 2009

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2009 06 19 Sydney For All Accessible Tourism Destination Experience Management

  1. 1. STCRC Visitor Accessibility in Urban Environments Dr Simon Darcy Faculty of Business, University of Technology, Sydney Presentation to the Hawaii Disability Rights Center Friday 19 June 2009
  2. 2. Background & Objectives <ul><li>Integrated with </li></ul><ul><ul><li>urban tourism research agenda </li></ul></ul><ul><ul><li>Accessible tourism agenda </li></ul></ul><ul><li>Apply universal design principles to include mobility, vision, hearing and cognitive dimensions of access within broader tourism product and experience development </li></ul><ul><li>Outcome: process for including disability considerations within destination product development and experience setting </li></ul><ul><li>Synergies: business case studies, accommodation study, vision impairment </li></ul><ul><li>Provide a framework for assessing access related considerations for all visitors to urban environments. </li></ul><ul><li>Utilise the framework to audit key urban attractions. </li></ul><ul><li>Evaluate existing wayfinding systems to consider whether they create barriers to movement in and around urban environments. </li></ul><ul><li>Estimate the economic contribution of the accessible tourism market. recommendations on accessible tourism to key stakeholders in urban centres. </li></ul>
  3. 3. Industry Reference Group <ul><li>1. Tourism & Transport Forum </li></ul><ul><ul><li>Kate Davidson </li></ul></ul><ul><ul><li>Mark Dimech </li></ul></ul><ul><li>2. Tourism New South Wales </li></ul><ul><ul><li>Oliver Jenkins </li></ul></ul><ul><ul><li>Roger Evans </li></ul></ul><ul><li>3. Department of Environment & Conservation </li></ul><ul><ul><li>Narelle King </li></ul></ul><ul><ul><li>Richard Davies </li></ul></ul><ul><ul><li>Carolyn Littlewater </li></ul></ul><ul><li>4. Sydney Opera House </li></ul><ul><ul><li>Jenny Spinack </li></ul></ul><ul><li>5. Accessible Arts </li></ul><ul><ul><li>Alison McLaren </li></ul></ul>
  4. 5. Philosophy and Direction <ul><li>TNSW destination management & easy access markets </li></ul><ul><li>TA White Paper niche experiences – accessible tourism </li></ul><ul><li>Experience economy </li></ul><ul><li>Building Compliance  Access Audits  Access and Mobility Maps </li></ul><ul><li>Oz Access Guidelines + Universal Design </li></ul><ul><ul><li>Guided by the principles of independence, equity and dignity </li></ul></ul><ul><li>Focus on experiences quintessentially Sydney </li></ul><ul><li>Knowledge Management to provide information to allow individuals to make informed decisions for their access needs </li></ul>
  5. 6. COMPETITIVE (MICRO) ENVIRONMENT GLOBAL (MACRO) ENVIRONMENT DESTINATION POLICY, PLANNING & DEVELOPMENT Philosophy/ Values Vision Audit Positioning/ Branding System Definition Development Monitoring & Evaluation Competitive/ Collaborative Analysis DCSModel-colour(v12).ppt – © RITCHIE & CROUCH, FEB 2003 Awareness/Image QUALIFYING & AMPLIFYING DETERMINANTS Location Interdependencies Safety/Security Cost/Value Carrying Capacity Hospitality SUPPORTING FACTORS & RESOURCES Infrastructure Accessibility Facilitating Resources Enterprise Political Will Comparative Advantages (resource endowments) * Human resources * Physical resources * Knowledge resources * Capital resources * Infrastructure and tourism superstructure * Historical and cultural resources * Size of economy Competitive Advantages (resource deployment) * Audit & inventory * Maintenance * Growth and development * Efficiency * Effectiveness Information/ Research Visitor Management Finance & Venture Capital Quality of Service/ Experience Crisis Management DESTINATION COMPETITIVENESS & SUSTAINABILITY Entertainment CORE RESOURCES & ATTRACTORS Physiography and Climate Culture & History Market Ties Mix of Activities Special Events Superstructure DESTINATION MANAGEMENT Organization Marketing Resource Stewardship Human Resource Management
  6. 7. Research Design <ul><li>Review access/management information system; </li></ul><ul><li>Undertake in-depth interviews with key informants; </li></ul><ul><li>List possible ‘quintessential’ experiences through the above + snowballed interviews; </li></ul><ul><li>Determine accessibility through access audit, observation and participant observation to validate their selection; </li></ul><ul><li>Develop accessible destination experiences based on a 'sense of place’ & street smart ‘rough guide’ approach; </li></ul><ul><li>Provide relevant information for tourists with disabilities to be able to make an informed decision as to whether the experiences are accessible for their needs. </li></ul>
  7. 8. Sydney Precinct/s <ul><li>CBD transport corridor </li></ul><ul><li>East and West Circular Quay </li></ul><ul><li>The Rocks </li></ul><ul><li>Royal botanic Gardens </li></ul><ul><li>Sydney Harbour </li></ul><ul><li>With some transport extensions </li></ul><ul><ul><li>Sydney Ferries to Manly </li></ul></ul><ul><ul><li>Sydney Light Rail to the Fish Markets </li></ul></ul><ul><ul><li>BCA NSW day tour to blue mountains </li></ul></ul>
  8. 9. Source Continuous Pathway
  9. 10. Facilitators/enablers <ul><li>Mobility and access map </li></ul><ul><li>Accessible accommodation </li></ul><ul><li>Accessible toilets </li></ul><ul><li>Accessible parking </li></ul><ul><li>Roads and Traffic Authority mobility parking scheme </li></ul><ul><li>Public transport </li></ul><ul><ul><li>Sydney ferries </li></ul></ul><ul><ul><li>Sydney buses </li></ul></ul><ul><ul><li>City rail </li></ul></ul><ul><ul><li>Sydney light rail </li></ul></ul><ul><li>Charter Operators </li></ul><ul><ul><li>Marine </li></ul></ul><ul><ul><li>Coach day tours </li></ul></ul>
  10. 11. Art Gallery of New South Wales
  11. 12. Art Gallery of New South Wales <ul><li>Facilitators/enablers </li></ul><ul><li>Auslan Interpreted tours </li></ul><ul><li>“ In Touch” program </li></ul><ul><li>Induction hearing loop </li></ul><ul><li>Portable FM receivers </li></ul><ul><li>Communication – Internet </li></ul><ul><li>Physical access </li></ul><ul><li>- Toilets & lifts </li></ul><ul><li>Constraints </li></ul><ul><li>Physical access </li></ul><ul><li>Segregated entrance </li></ul><ul><li>Innovations & Solutions </li></ul><ul><li>Strategic </li></ul><ul><li>- formal entry </li></ul><ul><li>- parking capacity </li></ul>
  12. 13. Consolidated Access and Mobility Map <ul><li>City of Sydney </li></ul><ul><li>Sydney Harbour Foreshore Authority </li></ul><ul><li>Royal Botanic Gardens </li></ul><ul><li>Individual Attractions </li></ul><ul><li>Transport providers </li></ul><ul><li>… all present way finding information in different formats </li></ul><ul><li>Accessways/Melway/Sydway offers an opportunity to consolidate access information across the precinct area. </li></ul><ul><li>http://www.melbourne.vic.gov.au/info.cfm?top=268&pg=2243 </li></ul>
  13. 14. Quintessential Experiences <ul><li>The Rocks accessible self guided walking tour </li></ul><ul><li>The Rocks Discovery Museum </li></ul><ul><li>Sydney Opera House access “Lift” tours </li></ul><ul><li>Sydney Ferries – Manly Trip </li></ul><ul><li>True Blue Whale watching </li></ul><ul><li>Captain Cook Harbour Cruise </li></ul><ul><li>RBG Cadi Jam Ora First Encounters indigenous story board </li></ul><ul><li>RBG Mrs Macquarie’s Chair </li></ul><ul><li>RBG Guided Tour </li></ul><ul><li>Customs House public exhibition and reading space </li></ul><ul><li>Sydney Theatre Company audible commentary </li></ul><ul><li>NSW Art Gallery Auslan after hours tours </li></ul><ul><li>NPWS North Head Lookout </li></ul><ul><li>Sydney Light Rail & the Fish Markets </li></ul><ul><li>Garrison Church </li></ul><ul><li>Museum of Contemporary Art </li></ul>
  14. 15. “ Sydney For All” www.sydneyforall.com Accessible tourism portal Prototype test site
  15. 16. Project overview <ul><li>Goal: </li></ul><ul><ul><li>To present a ‘gateway’ to the accessible visitor experiences within defined precincts of Sydney City </li></ul></ul><ul><li>An outcome of the UTS lead research into Visitor Accessibility in Urban Centres </li></ul><ul><li>Process: </li></ul><ul><ul><li>Research website accessibility: </li></ul></ul><ul><ul><ul><li>Audience needs </li></ul></ul></ul><ul><ul><ul><li>International guidelines </li></ul></ul></ul><ul><ul><ul><li>Assistive technology, for example, screen readers </li></ul></ul></ul><ul><ul><ul><li>Testing methods </li></ul></ul></ul><ul><ul><li>Review existing accessible websites </li></ul></ul><ul><ul><li>Identify the feature set </li></ul></ul><ul><ul><li>Design and development - static mockups and working prototype </li></ul></ul>
  16. 17. Audience needs <ul><li>Factors that can affect a person’s experience of a website: </li></ul><ul><ul><li>Vision impairment </li></ul></ul><ul><ul><li>Hearing impairment </li></ul></ul><ul><ul><li>Age-related conditions </li></ul></ul><ul><ul><li>Cognitive disabilities </li></ul></ul><ul><ul><li>Motor impairments </li></ul></ul>
  17. 18. Examples of specific issues <ul><li>Visitors may: </li></ul><ul><ul><li>Be unable to see graphics </li></ul></ul><ul><ul><li>Be unable to hear audio or video </li></ul></ul><ul><ul><li>Navigate through the website using a keyboard or voice recognition software, instead of using a mouse </li></ul></ul><ul><ul><li>Use a screen reader with speech synthesiser or refreshable Braille display, screen magnifier, text-only browser or voice browser. </li></ul></ul><ul><ul><li>Have problems reading and understanding large amounts of text </li></ul></ul>
  18. 19. Making a website accessible <ul><li>The website design can address each of these issues, making the content accessible: </li></ul><ul><ul><li>Provide text alternatives to graphics, audio and video </li></ul></ul><ul><ul><li>Don’t rely on mouse clicks alone </li></ul></ul><ul><ul><li>Make it suitable for screen readers </li></ul></ul><ul><ul><li>Make the content readable and provide graphical alternatives to complex text </li></ul></ul><ul><li>A set of international guidelines explains in detail how to address these issues </li></ul>
  19. 20. International guidelines <ul><li>World Wide Web Consortium (W3C) </li></ul><ul><ul><li>International body that develops specifications, guidelines, software and tools for the Internet </li></ul></ul><ul><ul><li>One activity is the Web Accessibility Initiative (WAI) </li></ul></ul><ul><ul><li>WAI produce a set of Web Content Accessibility Guidelines </li></ul></ul>
  20. 21. Technical issues <ul><li>Not all that different from other websites… </li></ul><ul><li>Best practice for all website coding is to separate the structure from the presentation </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><ul><li>The information </li></ul></ul></ul><ul><ul><li>Structure </li></ul></ul><ul><ul><ul><li>How the information is organised </li></ul></ul></ul><ul><ul><ul><li>Meaningful HTML tags </li></ul></ul></ul><ul><ul><li>Presentation </li></ul></ul><ul><ul><ul><li>How the information is displayed </li></ul></ul></ul><ul><ul><ul><li>Cascading stylesheets (CSS) </li></ul></ul></ul>
  21. 22. Technical challenges <ul><li>One website presented in multiple ways: </li></ul><ul><ul><li>Extra coding to create the different colour schemes, layout and text sizes </li></ul></ul><ul><ul><li>Extra testing to make sure it looks okay in all versions </li></ul></ul><ul><li>Website needs to be cross-browser compatible </li></ul><ul><ul><li>Different internet browsers interpret the code differently </li></ul></ul><ul><ul><li>Need additional code or workarounds to make it work in each browser </li></ul></ul><ul><li>Three column layout was technically challenging: </li></ul><ul><ul><li>Keeping the information in a logical order </li></ul></ul><ul><ul><li>Cross-browser issues - min-width and max-width </li></ul></ul>
  22. 23. Stages <ul><li>Finalise content (Dec 2007 – January 2008): </li></ul><ul><ul><li>Project partners to review edited content </li></ul></ul><ul><ul><li>Preparation of an Access map </li></ul></ul><ul><ul><li>Inclusion of Images </li></ul></ul><ul><ul><li>Joint Copyright Discussions </li></ul></ul><ul><ul><li>Finalise Survey Links – user feedback on website and experiences </li></ul></ul><ul><ul><li>Research project link into the website </li></ul></ul><ul><li>Testing by Vision Australia – March 2008 </li></ul><ul><li>Presentation of completed portal to stakeholders – April 2008 </li></ul><ul><li>Prototype released June-Nov 2008 for a 6 month trial period </li></ul><ul><li>Google Stats </li></ul><ul><li>Carried forward 2009 New Experiences added + areas </li></ul>