Managing the co-creation of accessible and inclusive family recreation retail encounters: A critical incident analysis

Entertainment and recreation are pull factors for retail shopping malls and supercentres. For families in particular, recreation is a relevant part of their retail visits. However, families with children with disabilities (FCwD) continue to face access challenges in retail service environments. In this paper, we empirically explore how a value co-creation process undertaken with FCwD can enhance their perception of an accessible and inclusive family recreation retail visit. Our findings are based on a collaborative research project conducted in 2019 with a major shopping mall in the city of Barcelona, Spain. The methodology consisted of focus groups with stakeholders, ethnographic techniques and interviews with 20 FCwD using a constant comparative technique. The research design included two studies: Study 1, on the design of accessible and inclusive recreation retail encounters for FCwD, and Study 2, on the design of accessible and inclusive recreation retail encounters with FCwD. Using critical incident techniques (CIT), we found that the families perceived the recreation retail encounters in Study 2 to be more inclusive and accessible. From this research, we provide retail managers with recommendations for the successful design of inclusive family recreation retail opportunities in shopping malls.