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
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Attractions
Client
Consumer
Customer
Destination
Discretionary travel
E-commerce
Events
Basic Terminology
 Euro
 Intermediary
 International tourism
 Inbound tourism
 Outbound tourism
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Marketing concept
Mass tourism
Moment of truth
Needs
Basic Terminology
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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
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Reasons people traveled historically
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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
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Early ancient times
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Babylonia (Sumerians)
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Greek cities-states
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4000 BC
Invented money for exchange
Invented and used the wheel
776 BC
Began the Olympic Games
Travel characteristics in ancient times that apply today
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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
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Industrial Revolution (1800s)
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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
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Industrial Revolution (1800s) Cont’d
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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)
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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
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Other early developments helped tourism
to grow.
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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
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1900-1919
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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
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1900-1919
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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
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1900-1919 Cont’d
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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
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1920-1929
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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
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1930-1939
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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
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1930-1939 Cont’d
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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
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1940-1949
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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
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1940-1949 Cont’d
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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
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1950-1959
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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
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1950-1959
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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
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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
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1960-1969
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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
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1970-1979
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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
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1970-1979
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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
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1980-1989
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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
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1990-1999
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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
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1990-1999 Cont’d
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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
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2000-2003
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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
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2000-2003
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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.