OVERVIEW OF TRAVEL, TOURISM, AND RECREATION MARKETING

1
OVERVIEW OF TRAVEL, TOURISM, AND RECREATION
MARKETING

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

2
Basic Terminology

• Attractions
• Client
• Consumer
• Customer
• Destination
• Discretionary travel
• E-commerce
• Events

3
Basic Terminology

• Euro
• Intermediary
• International tourism
• Inbound tourism
• Outbound tourism
• Marketing concept
• Mass tourism
• Moment of truth
• Needs

4
Basic Terminology

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

5
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

6
Major historical developments associated with the
travel, tourism, and recreation industry

• 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
  visitors needs.
• There must be some mutually agreed form of
  payment between the traveler and the provider in
  exchange for goods and services.

7
Major historical developments associated with the
travel, tourism, and recreation industry

• 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 Fultons 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.

8
Major historical developments associated with the
travel, tourism, and recreation industry

• Industrial Revolution (1800s) Contd
• 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.

9
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

10
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

11
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

12
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

13
Major historical developments associated with the
travel, tourism, and recreation industry

• 1900-1919 Contd
• World War I advanced aircraft design and
  development.
• Car rental began with National Car Rental System.
• Organized airline service developed rapidly in
  Europe.

14
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

15
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

16
Major historical developments associated with the
travel, tourism, and recreation industry

• 1930-1939 Contd
• 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.

17
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

18
Major historical developments associated with the
travel, tourism, and recreation industry

• 1940-1949 Contd
• 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.

19
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

20
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

21
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

22
Major historical developments associated with the
travel, tourism, and recreation industry

• 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 industrys
  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.

23
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

24
Major historical developments associated with the
travel, tourism, and recreation industry

• 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 Haileys book, Roots, was to have an
  influence on heritage travel.

25
Major historical developments associated with the
travel, tourism, and recreation industry

• 1980-1989
• 1980 Railroads began to decline.
• 1980-l986 The worlds cruise fleet doubled.
• 1982 EPCOT opened at Disney World, FL, and in
  1984, Tokyo Disneyland opened.
• 1985 The World Tourism Organizations General
  Assembly adopted the Tourism Bill of Rights and
  Tourist Code.
• Personal computers were made more user friendly.
• Tourism had become important to North Carolinas
  economy.
• The first tourism curriculum was developed for
  North Carolina public schools.

26
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

27
Major historical developments associated with the
travel, tourism, and recreation industry

• 1990-1999 Contd
• 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.

28
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.

29
Major historical developments associated with the
travel, tourism, and recreation industry

• 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.