The Travel & Tourism SectorUnit One

Growth Facilitators.

Mass Tourism 1900-50’s.

After the First World War around the 1920’s, mass communication developed, cinema, radio, photography and TV.• Motorised public transport became popular. Pullman coaches

accommodated 15 people per coach. Well equipped coaches with tables, buffet bar and toilets!

• By the 1920 private car ownership was popular amongst the middle classes. Soon camping and caravanning followed suit.

• By the 1930’s trailers/caravans

very became popular.• Domestic rail became nationalised in 1923 after

after the WW2 It became public and then privatised in 1990’s.

The Great Depression.

• Political collapse hit mainly USA and parts of Europe. However the travel industry was very resilient and charter cruises and rail became increasing popular around this time.

• Thomas Cook and Sir Henry Lunn (Lunn Poly now TUI) held down prices and fixed prices on excursions. Discounted fares on bulk prices introduces the modern package tours.

• 5000 British tourist travelled to Russia 1932, curious to learn about the country and political structure.

• By 1938 one million travellers were cruising on 139 ships.

The airline industry.

• The first commercial flights were first initiated in 1919, from Hounslow Airport, first flights were from London to Paris at £16 per flight (the equivalent to a weeks wage).

• Growth was limited to short haul flights overland. Over the years flight became reliable and low cost to compete with shipping routes.

Pan America Airways.

• In America Pan America Airways formed in 1927 and they introduced transatlantic air services.

• Long distance travel equated to numerous stops, unreliable and uncomfortable. Commercial airlines were mainly for mail not passengers.

• Not until the 1950’s air travel BOAC started the first ever transatlantic jet service using the radically redesigned Comet 4 - the Boeing 707, with its greater passenger capacity set the standard. Pan Am, too came to dominate the transatlantic jet market with its 707 service. BOAC quickly switched to 707s as well.

Travel for the masses

• Air travel in the 50s was much more regulated than it is today. All fares were fixed by the International Air Traffic Association (IATA). It seems almost inconceivable today, but IATA dictated exactly what could be charged on any particular route. Airlines could compete on standards of service, but not price.

• Tourist class travel on flights was still only for the privileged few. However, it did have a dramatic increase in the numbers flying showing that there was a huge demand for flights if the price was affordable.

• By 1957 Economy Class was offered as a ‘no frills’ service.• The new class of travel meant that in the late fifties the airlines could

offer four classes of service - economy, tourist, first and deluxe.

Leisure time.

• Can you think what happened in the 1930’s to change leisure time?

• Can you think what new government legislation was introduced? • The Pay Act in 1938 meant that leisure time had increased.• Paid Leisure• Mass pleasure sites • Appropriate sites to meet the needs of the market• Consumer products such as washing machines become more

affordable • Technological impact TV / White Goods /Boilers.• Increased affluence and trends• People have greater leisure time on their hands • All of the above have underpinned the growth of the UK travel

and tourism industry

The holiday camp.

• Aimed at the lower income markets. Camps had new standards offering 24 hour entertainment at an all inclusive holiday.

• The most popular appeal was the child-minding service which gave young people more scope on their holidays.

• Can you think of a famous British organisation?

Butlins.

• Taken from 1950’s advertising• Consider what the USP (Unique Selling Point) of the

advert?• Who is the target market?• What is the travel motivator or pull factor?• What services and amenities are available at Butlins?• http://www.youtube.com/watch?v=7AgmmsFpwsc

What do you think the following images portray? Discuss in pairs.

Metropole Hotel Blackpool

• Look at the advert independently and answer the following questions on your sheet.

The Holiday camp.

• Homework Case Study:• You need to produce a PowerPoint on the evolution of

the Holiday Camp using national and international examples.

• Dates will commence from the 1930’s to date.• You must highlight the history and show your

understanding of the success of the holiday

camp concept.• You must show statistics in your presentation

with reference to resources. • Consider the impact of the Holiday Camp concept.

The UK seaside movement

• Mass tourism between the wars and after WW2 remained largely domestic and was available and affordable to all socio classes.

• It remained the most popular destination for the British. Suntans were for the first time seen as a status symbol.

• Local Governments spent £’s improving the resorts, from the development of lidos, maintaining old Victorian piers, cinemas, hotels and the modernisation of the seafront itself. All of which were adapted to support the number of visitors that arrived to the coast.

UK Seaside movement.

• Another seaside architectural development, was the rapidly expanding number of seaside bungalows. These were prefabricated, containing only two or three rooms.

• They were sold as second homes for couples and families to use as a permanent base for their holidays. Builders often stressed the investment potential and likely rental income as major selling points.

• Blackpool, Scarborough, Skegness, Bournemouth and Clacton grew rapidly for visitors and home owners

The role of the Government.

• In groups you need to discuss the impacts of the tourism industry at this time; from 1939 to post war.

The Government role.

• Switzerland at this time was already collecting data on tourist numbers.

• The UK established The British Travel and Holidays Association , which supported the theme ‘travel for peace’.

• The government noticed the value of the industry to the health and efficiency of the nation. In 1938 this led to the Pay Act for Britain. This generated the paid two week holiday. A key factor to MASS TOURISM.

• Improved technology and standards of living improved across the developed world.

1950 to 1970.

• Aircraft became safer, faster, cheaper, reliable and more comfortable.

• Air travel exceeded sea travel, New York to London route fell from 18 hours to seven as aircraft was considerable improved. Business travel was on the increase.

• In 1970 we had the first supersonic passenger flight, mostly use by business and wealthy travellers. The quickest time was 3.5 hours to NY City.

Motorways. 1959.

• A short piece of film about British motorists being unaccustomed to Motorway driving, 1959 onwards.

• The intended A6(M) that actually got numbered M6, at just over 8 miles road length near Preston was the actual first motorway.

• https://www.youtube.com/watch?v=khZQ4xqQJCM

• There were some significant economic factors in the late 40’s and 50’s in the UK? What do you think happened?

1953 Air France.

Mass Migration

• In 1948 The Windrush was the first ship to arrive in Britain with Caribbean migrants

• After the Second World War help was needed to reconstruct the British economy which required a large influx of migrant labour. There was a labour skills shortage so finding a job was easy.

• The1948 Nationality Act encouraged migration, allowing Commonwealth citizens – British subjects – the right of entry to England as citizens of ‘the United Kingdom and Colonies’.

• By the 1970s, an average of 72,000 Commonwealth migrants were landing in the UK each year.

The development of the Package Tour 1950 to 70.

• Package holidays for the masses were pioneered in 1950 by Vladimir Raitz, the founder of Horizon.

• In the 1960’s Freddy Laker created the Package Tour from buying bulk, hotel rooms, own airline and charter flights schedules.

• The initial package holidays from Britain to the Med were from Gatwick, to Corsica. Horizon and others soon moved into Mallorca and the Costa Brava. Benidorm was the most popular destination at this time.

• Many early package holiday-makers travelled by coach, but during the 1970s jet aircraft became the standard form of transport to the sun; second-hand Comets and Boeing 707s were still in service, along with brand-new BAC 1-11s and Boeing 737s.

• Package holidays began to spread to Greece as it became a very popular, and before too long holidays were being offered to such exotic destinations as The Gambia.

IPS Survey 1961 to 2010.

• The International Passenger Survey (IPS) collects information about passengers entering and leaving the UK, and has been running continuously since 1961

• The IPS conducts between 700,000 and 800,000 interviews a year of which over 250,000 are used to produce estimates of Overseas Travel and Tourism.

• Interviews are carried out at all major airports and sea routes, at Eurostar terminals and on Eurotunnel shuttle trains.

Why do we need statistics?

• The results are primarily used to:• measure the impact of travel expenditure on the UK

economy• estimate the numbers and characteristics of migrants into

and out of the UK• provide information about international tourism and how

it has changed over time

Who will use these statistics?

• The survey results are used by various government departments, including:

• Office for National Statistics (ONS)• The Department for Transport• The Home Office• HM Revenue and Customs• VisitBritain • National and Regional Tourist Boards.

Benidorm 1930

Benidorm 1960.

Benidorm 1964

Benidorm 1970.

Impacts of Tourism.

• Group Work.• Discuss the impacts of tourism in Benidorm from 1950

to date.

SYSTEM APPROACH

• General system theory was defined by a biologist, Ludwig von Bertalanffy, as:

A set of elements standing in interrelation among themselves and with the environments.

• Tourism system consists of several interrelated parts working together to achieve common purposes.

The reasons for using a systems approach for study of tourism

• To emphasize the interdependency in tourism; the tourism system is like a spider’s web – touch one part are felt throughout the system.

For a student beginning to study tourism, it is important to get “the bigger picture” right away. The tourism system model framework provides a more comprehensive view of tourism: it captures “the big picture”.

Lieper.

• There are three basic elements of Leiper’s model: • tourists• geographical elements• the tourism sector.

• Tourists • The tourist is the actor in this system. Tourism, after all, is a very human

experience, enjoyed, anticipated and remembered by many as some of the most important times of their lives.

• Geographical Elements • Leiper outlines three geographical elements in his model as: • the traveller-generating region; • the tourist destination region; and • the transit route region. • The traveller-generating region represents the generating market for tourism and,

in a sense, provides the ‘push’ to stimulate and motivate travel. It is from here that the tourist searches for information, makes the booking and departs.

Cont’d.

• The Tourism Sector• highly important principle of tourism studies: that all the

elements of tourism are related and interact; that, in essence, we are studying a system of customers and suppliers who demand and supply tourism products and services.

Interaction of tourist flows

• . We can detect regular patterns of tourist flows as they do not occur randomly but follow certain rules, influenced by a variety of ‘push’ and ‘pull’ factors:

Push factors

• Push factors are mainly concerned with the stage of economic development in the generating area and will include such factors as levels of affluence, mobility, and holiday entitlement.

• An advanced stage of economic development will give the population the means to engage in and provide a strong impetus to travel.

Tourist flows.

• Williams and Zelinsky (1970) selected 14 countries that had relatively stable tourist flows over several years and which accounted for the bulk of the world’s tourist traffic. They identified the following factors:

• z distances between countries (the greater the distance, the smaller the volume of flow);

• z international connectivity (shared business or cultural ties between countries); andz the general attractiveness of one country over another.

Pull factors

• Pull factors include accessibility and the attractions and amenities of the destination area.

• The relative cost of the visit is also important, as is the effectiveness of marketing and promotion by the destination.

• Can you think of any more pull factors?

Lieper tourism as a system

• The sytem identifies how the behaviour of people as tourist creates arrangements of people places and organisations based on the model. The elements operate on:

• Physical • Cultural • Social • Economic• Political • Technology

Lieper’s tourist system model

• Neil Leiper was a tourism scholar who died in February 2010. 1979 his publication analysed tourism systems, tourist attractions, systems and strategy.

1.Tourists – people who plan and prepare a visit to another place

2.Geographical regions – generating a region, create transit routes, to create a tourist destination.

3.The industry element – the distribution of travel.

• Essential reading for this topic: Cooper C: ‘An introduction to Tourism’ Chapter , page 3, Tourism Principles and Practice, 4th Edition (2009)

Lieper’s tourist system (how it can be used? Any limitations?)

• Leiper defined tourism as:• the system involving the discretionary travel and

temporary stay of persons away from their usual place of residence for one or more nights.

• The elements of the system are tourists, generating regions, transit routes, destination regions and a tourist industry.

• operates within broader environments: physical, cultural, social, economic, political, technological with which it interacts.

• Leiper’s tourism model:

1.Tourists- are actors in this system, bring human experience, enjoy it, there are different types:

2.Geographical elements: Traveller-generating region – the

generating market for tourism, ‘push’ to motivate travel, where tourists search and book holiday.

Tourist destination region – demand, the reason to be there ( culture, adventure, relaxation, infrastructure, where ‘experience’ takes place, the impact of tourism and innovations.

• Leiper’s tourism model: Transit region – is not only a short period of

time to travel to reach the destination but also includes some places which may be visited on the way.

‘ There is always an interval in a trip when the traveller feels they have left their home but have not yet arrived…’ (Leiper, 1990:22)

3. The tourism sector - businesses and organisations involved in delivering tourism product/service

How can the Leiper’s model help with a ‘way of thinking’ about tourism? How can we use it?

Class ideas:

How can the Leiper’s model help with a ‘way of thinking’ about tourism? How can we use it?

Class ideas (last year group): 1.Helps to understand tourists’ current behaviour in order to

identify current trends2.The analysis of the current trends can be used to plan future

business activities (by TAs, TAs, Transport companies and other businesses)

3. it is a frame which helps to study tourism as a subject4.Can be used by different companies for analysis and

planning activities (e.g. marketing campaign)5.Planning your own business ideas6.Helps to structure ‘Tourism’

• Thinking points: • Look at the model• If the traveller-generating region can be seen as

the ‘push’ to stimulate and motivate travel, and where tourists are searching and booking their holidays –

• 1. Where is the ’pull’ to visit destinations? • 2. Where is the full impact of tourism felt the

most? Why?

. Group activity: • Mini Case Study 0.1, page 10 ‘The Eco-tourism

system’. Cooper C: ‘Tourism Principles and Practice, 4th

Edition (2009)• Produce your own mini case study based on the

Leiper’s model• Discussion and taking notes