Accessible tourism as an example of social responsibility in tourism companies and destinations. The case of Lousã (Portugal)
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Social responsibility, understood as a new business culture based on ethical management, may serve as a route for improving competitiveness and the reputation of tourism companies, thus responding to the growing demands of society in general and of consumers in particular. The concept of “sustainable tourism” arises within this context. It aims to offer the tourist a worthy and enriching experience, and at the same time to respond to the growing concern about the negative impact of tourism on the destination areas. “Accessible tourism” fits within this framework, a type of integrated tourism which allows everybody to enjoy tourism experiences “without barriers”. This type of tourism not only allows companies a specialisation (and, therefore, better satisfaction of the disabled person market), but it also allows them to show a more humane image and to achieve a reputation as a tourism company which is socially responsible, which may constitute a significant competitive advantage. This article focuses on the case of Lousã, a Portuguese town committed to accessible tourism as a strategy for qualifying and differentiating the destination, as a strategy for developing and positioning in an increasingly competitive environment. This commitment has revitalised numerous initiatives and new types of collaboration between different agents (public and private), offering very interesting opportunities in the context of developing territories which aim not to exclude anybody.
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