Enabling Sustainable rural-tourism: the challenge of accessibility

This paper explores the concept of sustainable tourism in rural areas and the relationship with the social dimension. In particular we address the issue of people with disabilities, above all physical, starting from the statement that the number of people with disabilities willing to practice tourism it’s always increasing over the years and will continue to increase due to the aging population. The work focuses on the one hand on the exploratory analysis of this category of consumers / tourists through the analysis of the literature aimed at identifying relevant research themes highlighted which is still virgin and not very attentive. Furthermore, the study aims to verify, again with on-desk investigation, what is the state of the art of the services offered in the rural area (parks, naturalistic sites, farms (specifically wineries); what services are available and how the information is communicated to the final consumer. The work highlights a still strong lack of: services offered; adequate promotion and communication policy, which allows this category of consumers to access even just simple information. Then from this exploratory analysis arises the fundamental need for a more careful research and proposal of adequate regulations, services and marketing actions suitable to overcome the barriers of structural and information accessibility, as well as the need to expand a calibrated offer of recreational and sports services, still lacking today.