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What is Incapacity

Chapter 4
Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries
The inability of an individual to do something because of a medical condition. The incapacity can be permanent (definitive condition of labor, social, or human capacity limitations) or temporary (temporary incapacity that makes it impossible to perform certain tasks).
Published in Chapter:
Digital Marketing Strategies for Accessible Tourism
Fernando Florim De Lemos (Instituto Politécnico da Guarda, Portugal), Dina Vieira (Colégio Internato dos Carvalhos, Portugal), and Tânia Pinho (Instituto Superior Politécnico Gaya, Portugal)
Copyright: © 2020 |Pages: 22
DOI: 10.4018/978-1-5225-9783-4.ch004
Abstract
This chapter addresses the applications of digital marketing in the construct of communicational practices aimed at target audiences that have some physical, motor, psychological, or other disabilities, who require additional information or specialized advice to fully comprehend all elements involved, when planning/deciding to travel. Throughout the text there are several references of the conceptual framework, as well as several examples of case studies that highlight some of the practices used in diversified contexts, using digital tools as privileged means of intervention in the different dimensions required to support the so-called accessible tourism.
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