Do We Care about Accessibility? An Examination on Airlines Social Media

Abstract

The aim of this study is to investigate the airlines communication on Instagram in providing accessible information for travellers with special needs. The need to get access of information and communication during digital era is crucial. This research draws from accessible tourism perspectives, and to explore the phenomenon under study semi-structured interviews were conducted with eight of senior managers of two major airlines companies in Indonesia. The data were analysed using thematic analysis, and two themes emerged from the interviews: “media for information and interaction” and “information integration”. Furthermore, the study reveals that the current information and communication on Instagram of airlines companies show lack of focus on travellers with access needs. From total of 264 pictures on Garuda Indonesia and Citilink Instagram, only two pictures, or equal to one percent, contain disability-related information. Issues on accessibility urgently need to be pushed in order to provide equal access for different people who travel. It is suggested that airlines need to structure the information provided on Instagram and establish consistent, accurate, comprehensive information in varied forms such as written information, pictures and logos. Furthermore, to ease potential customers’ access on information, it is necessary to integrate crucial information on the Instagram highlight features.