OVERVIEW OF TRAVEL, TOURISM, AND RECREATION MARKETING 2.01 Recognize basic information associated...

OVERVIEW OF TRAVEL,

TOURISM, AND

RECREATION MARKETING

2.01 Recognize basic information associated with the development of the travel, tourism, and recreation industry.

Basic Terminology

Attractions Client Consumer Customer Destination Discretionary travel E-commerce Events

Basic Terminology

Euro Intermediary International tourism

Inbound tourism Outbound tourism

Marketing concept Mass tourism Moment of truth Needs

Basic Terminology Niche marketing Relationship marketing Retailer Target market Theme park Tour Tourism Tourist Travel industry Trends Wants

Major historical developments associated with the travel, tourism, and recreation industry

Reasons people traveled historically In search of food, shelter, and water For trade and political reasons Conquest and war Religion Health Academic studies Adventure To see places of importance or curiosities Cultural development


Early ancient times Babylonia (Sumerians)

4000 BC Invented money for exchange Invented and used the wheel

Greek cities-states 776 BC Began the Olympic Games

Travel characteristics in ancient times that apply today Peace ensures the increase of people traveling to different

destinations. Travelers must feel safe and secure in the destinations they are

visiting. A common means of communicating must exist. An infrastructure must be in place to serve the visitor’s needs. There must be some mutually agreed form of payment between

the traveler and the provider in exchange for goods and services.


Industrial Revolution (1800s) 1800 Urban mass transit began in New York City,

London, and Paris. 1804 The first successful steam-powered

locomotive became available. 1804 The first roller coaster made its appearance

in Paris. 1807 Robert Fulton’s steam-powered Clermont

made her maiden voyage up the Hudson River. The use of steam engines on ships was the greatest revolution in water transportation.

1815 Scotsman John McAdams improved road construction with the use of broken stones covered with tar.


Industrial Revolution (1800s) Cont’d 1819 The Savanna was the first steam ship to cross

the Atlantic. 1836 The first subway system opened in London. 1850s Railroad development contributed to the

growth of the lodging/hospitality industry. These small hotels were called “ordinaries.”

1853 The elevator was invented allowing hotels to expand upward.

1869 The east and west coasts of the United States were connected by the completion of the transcontinental railroad at Promontory, Utah. This helped to speed the east to west movement after the Civil War.

1870 The first subway system opened in New York City.


Industrial Revolution (1800s) 1870 The first steam-powered Carousel was

introduced. 1876 Alexander Graham Bell introduced the

telephone. 1890 Electric cars, or trolleys, came into their

own. The gasoline engine led to the beginning of the motor coach line.

1895 Edison improved and perfected motion picture technology. The “movies” enabled people to see destinations that they would otherwise have only read or heard about.


Other early developments helped tourism to grow.

1829 The 173 room Tremont House opened in Boston. It was the first modern hotel.

1885 The first cafeteria opened in New York. 1880s Coney Island was established in New

York and became the model for amusement parks.

1890s Automobiles were introduced. 1891 The first travelers’ checks were

introduced by American Express Company. 1890s The first Stanley Cup (hockey) playoffs

were held and the modern Olympic Games returned.


1900-1919 Early 1900s Electric lights came into use. Davis Cup (tennis) and World Series

(baseball) were introduced. 1902 The American Automobile Association

(AAA) was founded in Chicago. 1903 Orville and Wilbur Wright flew the first

powered flight at Kitty Hawk, NC. 1908 Henry Ford introduced the Model T. The

Model T made travel available to people who were not wealthy. By 1914 these cars were being mass-produced. The price made them available to the working and middle classes. The use of the Model T created a demand for better roads.


1900-1919 Passenger ship accommodations were more

luxurious and affordable only by the very wealthy. The Titanic was an example of this luxury. The movie Titanic reflects the division of wealth on luxury liners.

Ellsworth Statler originated the hotel chain concept and became known as the father of the modern commercial hotel industry. Conrad Hilton later bought the Statler chain.

1914 The first scheduled airline in the US flown with passengers.


1900-1919 Cont’d World War I advanced aircraft design and

development. Car rental began with National Car Rental

System. Organized airline service developed rapidly in

Europe.


1920-1929 Great improvements were made in US road

systems. Railroads faced competition from

automobiles, intercity bus service, and the trucking industry.

1926 Commercial airlines got underway in the US

1920s A new breed of passenger, the tourist, emerged. Liner companies offered world cruises and winter cruises in the Caribbean and Mediterranean.


1930-1939 The Depression bolstered the railroads over

the bus industry. 1930-1935 Almost 85% of all hotels in the US

went bankrupt. 1931 The concept of a zoo using open

surroundings and concealed barriers to display its animals was introduced.

1938 Marineland opened an outdoor aquarium in St. Augustine, FL.


1930-1939 Cont’d Late 1930s The first NCAA basketball

tournament was held. Passenger liners increased in size. In the

1930s the Cunard Lines launched the Queen Elizabeth, the largest liner built up until that time.

September 3, 1939 World War II began in Europe.


1940-1949 World War II brought many advances in

aircraft development and design. One important innovation was the jet engine.

Rocket tests were conducted on Topsail Island off the North Carolina coast.

The hotel industry rebounded during and immediately following WWII. By this time, the automobile and jet plane had radically affected the travel industry.

1945 Ridership on buses soared. WWII brought the rapid growth of intercity bus travel.

1945 The airline ticket was created.


1940-1949 Cont’d 1947 United Airlines and American Airlines

inaugurated coast-to-coast US service. US armed forces came home with the

experiences of having traveled to places that they could not have afforded to visit otherwise. They had the money, time, and interest in traveling for pleasure as well as for business. The seeds of mass tourism began here.

Walter E. Avis opened the first rental car office in an airport.

With the Cold War, certain restrictions were placed on visiting countries considered as our enemies.


1950-1959 The US enjoyed a decade of relative peace

and a strong economy. The television was becoming an influence in

American households. The small screen brought the world into the living room.

Tourist-class fare was offered for transatlantic flights.

1952 Congress created the National System of Interstate Highways.

1950s The Jet Age began with an increase in the number of foreign airlines flying international routes.


1950-1959 The first transcontinental flight was made from

Los Angeles to New York. 1958 The passenger ship industry began to

decline because of commercial jet service nonstop across the Atlantic.

1958 NASA was created to manage the space program.

1950s Motels came of age with the development of the interstate highway system in 1956 and the entry of the motel chains.

1952 Holiday Inn was launched by Kemmons Wilson with the Holiday Inn Hotel Court in Memphis, TN.

Hilton became the first coast-to-coast hotel chain.


1958 The Jet Age was the greatest period of expansion for hotel chains. Car rentals expanded when the first commercial jet airliners came into service.


1960-1969 1960s Mass market cruises became available

and shipping companies began converting their passenger liners into tropical cruise ships.

1965 Holiday Inn installed the hotel industry’s first nationwide computerized reservation system.

1967 The first Super Bowl was played. 1969 The landing of the first man on the

moon brought space a step closer as a travel destination. In response to the Apollo mission, Pan Am took over 90,000 ticket reservations for a shuttle to the moon.


1970-1979 1970 The use of credit cards was accepted in

travel and entertainment. 1970 Pan American World Airways flew the

first Boeing 747 carrying 352 passengers from New York to London, marking the age of the “jumbo jet” and the beginning of mass tourism.

1976 The Concorde, a supersonic transport (SST), was developed.


1970-1979 1973 The Arab oil embargo increased the

price of gasoline and oil products, forcing the American public to look for energy efficient ways to travel.

The first personal computer reached the consumer market.

Travel became computerized. Alex Hailey’s book, Roots, was to have an

influence on heritage travel.


1980-1989 1980 Railroads began to decline. 1980-l986 The world’s cruise fleet doubled. 1982 EPCOT opened at Disney World, FL, and

in 1984, Tokyo Disneyland opened. 1985 The World Tourism Organization’s

General Assembly adopted the Tourism Bill of Rights and Tourist Code.

Personal computers were made more user friendly.

Tourism had become important to North Carolina’s economy.

The first tourism curriculum was developed for North Carolina public schools.


1990-1999 ATM use spread throughout the world. 1990 The Americans with Disabilities Act

passed. 1994 Microsoft established an accredited

travel agency on the Internet. 1994 England and France were connected by

the “chunnel.” 1993 Web pages were developed and (1995)

Netscape was developed as a browser.


1990-1999 Cont’d Airlines accepted on-line bookings and took

payment on the internet. Ticketless travel was introduced. Improved hardware and software and lower

prices made the PC available to travelers. LAP made computer portable.

Affinity groups such as veterans returned to former battle sites or duty station to remember. Tour groups continue to be popular.

By the end of the 1990s, virtual reality programs made it possible to see a destination as if one were actually there.


2000-2003 Ninety-five percent of all US travel agencies

were computerized using a computer reservations system (CRS).

2000 Americans used personal cars for more than 80% of their vacation trips.

2000 There were more than 800 million websites.

2001 Dennis Tito was the first paid space tourist.


2000-2003 September 11, 2001 Attacks by terrorists

changed travel and tourism forever. 2002 The Homeland Security Act of 2002

passed in response to the September 11 terrorist attacks.

2003 Health related issues disrupted tourism.

OVERVIEW OF TRAVEL, TOURISM, AND RECREATION MARKETING 2.01 Recognize basic information associated...

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