Butler’s model of tourism development Case study: blackpool

Applying the Butler Model: Blackpool Start of the 18th Century Blackpool was at stage 1 of the Butler Model. During the eighteenth century it became fashionable for richer people in Britain to go to the seaside in the summer.  In those days, it was believed that bathing in sea water could cure diseases.  Blackpool remained a small village until the end of the nineteenth century so was at stage 1 of the Butler Model.

Applying the Butler Model: Blackpool Mid 19th Century it reached stage 2 of the Butler Model. The coming of the railway in 1846 had a huge impact on Blackpool.  The train cut both the costs and time taken to reach the seaside resort.  Many people could now access the coast. Huge numbers of working class visitors began coming to Blackpool every weekend. It reached stage 2 of the Butler Model.

Applying the Butler Model: Blackpool By the First World War Blackpool was at stage 3 of the Butler Model. Another boost came in the 1870s when workers were granted annual holidays.   Thousands of people from these towns would pour into Blackpool during the holiday period.  The facilities available for the tourists gradually extended. The tower, promenades, piers, amusements, arcades, theatres and music halls were built.  By the First World War visitor numbers increased to 4 million people. Blackpool was now at stage 3 of the Butler Model.

Applying the Butler Model: Blackpool During the inter-war years (1918-1939) Blackpool’s prosperity continued, helped by a new law that gave workers holiday with pay.  The town’s permanent population reached 150,000 and Blackpool built a reputation as one of Europe’s leading coastal resorts.  This was the time it passed through stage 4 of the Butler Model. During the inter-war years Blackpool passed through stage 4 of the Butler Model.

Applying the Butler Model: Blackpool After the Second World War Blackpool was at stage 5 in the Butler Model. After the Second World War, Blackpool’s fortunes began to stagnate (it was now at stage 5 in the Butler Model). The birth of package holidays and cheap air transport meant it was losing tourists to new resorts, like Benidorm.  Blackpool could not guarantee sunshine in the same way the Mediterranean resorts could.  Blackpool has tried to compensate by offering Casinos and other facilities, however the resort is struggling to survive. 

Applying the Butler Model: Blackpool Blackpool is poised between the decline and rejuvenation paths of stage 6 of the Butler Model.