Purpose

Inclusive tourism has the potential to counter balance some of the disadvantages relating to tourism development and effectively exert positive impacts on society at large and specifically on tourist destinations. However, there is a research gap in studies on inclusiveness related to the promotional efforts of national destination management organizations.

Design/methodology/approach

Data science-based methods, mainly text mining and image mining, were used to analyze both the explicit and implicit content in text and images in the English brochures published by nine European official destination management organizations.

Findings

Results highlighted that the countries' attitudes towards inclusion were aligned with what the countries’ destination management organizations were promoting, especially in the case of highly ranked countries on an inclusiveness index. However, there were differences between their explicit content (what they write in text) and their implicit content (what they show in images).

Originality/value

The combined analysis of text and image content allowed for a complete understanding as to how national’s destination management organizations are promoting inclusion, showing that destination management organizations should make an effort in improving their promotional material and above all the images they use.

中文翻译：

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国家目的地管理组织促进包容性旅游

目的

包容性旅游业有可能抵消与旅游业发展有关的某些不利因素，并有效地对整个社会，特别是对旅游目的地产生积极影响。但是，与国家目的地管理组织的促进工作有关的包容性研究存在研究空白。

设计/方法/方法

基于数据科学的方法，主要是文本挖掘和图像挖掘，被用于分析由九个欧洲官方目的地管理组织出版的英语手册中文本和图像中的显式和隐式内容。

发现

结果突出表明，各国对包容性的态度与国家目的地管理组织所倡导的态度相吻合，特别是在包容性指数上排名靠前的国家。但是，它们的显式内容（它们用文本写的内容）和隐式内容（它们在图像中显示的内容）之间存在差异。

创意/价值

通过对文本和图像内容的综合分析，可以全面了解国家目的地管理组织如何促进包容性，这表明目的地管理组织应努力改进其宣传材料，尤其是他们使用的所有图像。