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

Reasons people traveled historically 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

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

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 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.

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

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.

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.

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.

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.

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

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.

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.

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

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.

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

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.

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.

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.

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 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.

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.

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 Hailey’s book, Roots, was to have an influence on heritage travel.

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

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.

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

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.

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.