Title MIT! - Make it accessible! - Promote barrier-free travelling for senior citizens and people with handicaps through innovative marketing strategies based on awareness of specific requirements, needs and active interest in social inclusion
Project Number 504655-LLP-1-2009-1-DE-LEONARDO-LMP
Project Type Development of Innovation
Country EU-Centralised Projects
WHY 'MIT! - MAKE IT ACCESSIBLE'?
Mainly dominated by SMEs, the tourism sector is very important to the European economy and barrier-free traveling is an important topic of the European tourism policy.
It is crucial for SMEs and micro-enterprises in the tourism sector to actively face this change by developing new products and services, which meet the growing demand, to develop defined profiles, and to communicate at the European level in order to design the dialogue with their respective target groups, effectively.
TARGETING SMEs AND MICRO-ENTERPRISES
MIT! is based on an innovative marketing approach targeting at increasing the performance and competitiveness of tourism enterprises by improving SMEs performance and human potential. In this way MIT! contributes to improve access for senior citizens and people with handicaps to tourism and lifelong learning, to enhance quality of life and social inclusion.
Mainly dominated by SMEs, the tourism sector is very important to the European economy and barrier-free traveling is an important topic of the European tourism policy. In the EU, about 50 million people are disabled and they represent a large and growing market. But enhancing accessibility is not only about disabled people but also about the ageing population. Altogether, around 120 million disabled or senior citizens in Europe would welcome improved access.
It is crucial for SMEs and micro-enterprises in the tourism sector to actively face this change by developing new products and services meeting the growing demand. In order to distinguish over their competition they need to to develop defined profiles, but often awareness, knowledge and skills are missing. They also need to communicate their profiles on European level in order to design the dialogue with their according target groups effectively, but knowledge and skills concerning ICT use are often limited.
Assessments define standards and levels of accessibility, and traditional marketing strategies in the tourism sector focus on standard requirements, but until now only 6.5% of accommodation establishments are capable to meet these. The term ‘disabled people’ encompasses a diversity of individuals with different requirements, abilities, needs and interests.
MIT! gives focus to specified target groups and a holistic understanding of tourism products and services. Methods and tools in creating innovative marketing strategies are oriented to a clearly defined sub-groups of people with handicaps and designed to meet not only specific access requirements, but also needs (of assistance for tourist activities, concerning care, medical and health services, dialysis etc.) and interests (learning about culture/cooking/crafts/history/policies, foreign language etc.).
In this way MIT! aims at sustainably contributing to improved access for senior citizens and people with handicaps to tourism and lifelong learning, to enhance quality of life and social inclusion.
Access for disadvantaged
Accommodation and Food Service Activities
Information and Communication
material for open learning
The MIT! project will develop in all partner languages plus EN:
- a blended learning course,
- guidelines and
- a handbook
- a standard model for design and benchmarking,
- an ICT tool for presentation and marketing on the internet and
- a platform matching supply and demand on European level