A Brief History of Tourism

Rahmat Darsono, SE.,MM

Current Tourism Growth

“The substantial growth of the tourism activity marks tourism as one of the most remarkable economic and social phenomena of the past century.” The number of international arrivals shows an

evolution from a mere 25 million international arrivals in 1950 to an estimated 763 million in 2004

This is a growth rate of 6.5% The growth rate has sustained! What are the limits?

The Tourist

TOURISMPROMOTERS

TOURISMSERVICES

SUPPLIERS

EXTERNALENVIRONMENT

TourOperators

TouristBoards

Meeting Planners

TravelAgents

DirectMarketing

Destinations

Attractions/Entertainment

Transportation

Food &Beverage

Accomo-dations

Society &Culture

Politics

Technology

Environ-ment

Economy

Integrated ModelOf Tourism

History of Travel & Tourism - Pre-Historic Travel

Paleolithic Age (32,000 BC - 10,000 BC) Forged Trails = Hunting (was this “tourism”?) Fire/tools (no animals)/shelter

History of Travel & Tourism - Pre-Historic Travel

Neolithic Age Critters & Sailing Vessels (4,000 BC’ish) The Wheel (3,500 BC) (China) Agriculture/stored (communities exchanged) Coins (= light) Religion

- The Empire Era

Egyptian Kingdoms (4850 – 715 B.C.) Government in centralized locations Used Nile (north = current, south = sails)

Greek Empire (900 – 200 B.C.) Use of a common language (Mediterr.) Currency Exchange City-States became attractions

Shopping, eat/drinking, gaming, sports, theater

Empire Era (cont.)

Roman Empire (500 B.C. – A.D. 300) Tourism for both middle class and wealthy Good roads (50,000 mile system)!

Appian Way Roman currency universal Common legal system

Safety when travelling Inns (30 miles apart)

Middle Ages and Renaissance

Middle Ages (5th – 14th centuries) Feudal System replaced Roman Rule Fragmented Industry (now unsafe)

Money, language, transportation, etc. travel now difficult and dangerous Catholic Church began to gain power

stable/central force religious holidays

Middle Ages - Crusades

Crusades (1096-1291) attempting to re-

gain the holy land exchange of ideas

ideas, and goods(desire is born!)

afforded less wealthy to travel

Pilgrimages

Pilgrimages (1200 to 1300) religion/health = adventure and learning destinations were born (accom. & food) arrested & beaten if not a “holy” mission

*search for a better way of life

Marco Polo

Marco Polo (1275 – 1295) Mid. East to China 4 Languages Had wealth in gold Had access to transportation vessels

Family involved in the Navy and were merchants Had education Had “important” friends through family marriages

Safety and marketing were assured

1254-1324, from Venice, ItalySilk Road (began journey in 1271)His books detailing “the world” piqued interest in

travel amongst Europe’s elitists

The Renaissance Era

Renaissance (14th to 16th centuries) The “Rebirth of Travel”! Kings & Queens had larger territories

Merchants could travel further (trade routes) Desire to learn and experience other cultures is born!

= The Grand Tour!

Grand Tour Era!

Grand Tour (1500-1820) or (1613-1785)! Wealthy English started, later others (status) England - France – Switzerland – Germany -

Italy Motivations

culture, health, pleasure, curiosity, science, career education, art & scenery

Lasted approximately 40 months (age 22 to 40)

New amenities formed Tribulations = theft, alps, rivers Carriage rentals, 1829 1st all-inclusive Industrial Revolution (1750) started downfall

The Grand Tour!

The itinerary was similar for all

London, England

Paris, France

Auxerre, France

Lugano, Switzerland

Pisa, Italy

Rome, Italy

Florence, Italy

Venice, Italy

Inssbruck, Austria

Munich, Germany

Amsterdam, Netherlands

The Mobility Era (1800 – 1944)

Growing economic prosperity = leisure time! Grand Tour gave way to family vacations spas were huge

Romanticism (1800s)= literature & arts urban bad, nature good (closer to God)

Transportation!! Coach system (mail), needed tie-ups/Inns

abusive (schedules, temp., physical) Water travel preferred (1840 Cunard) Trains (1830 in England), 1903 Wright Brothers Model T mass produced (1914)

Cook’s Tours

Made Group Tour a business (1841)Economics:

Desire+Need+Motivation=$$$Services

Connections, tickets, timetables, currency exchange, travel guides, the tour

Introduced (1850 - 1920) Cook’s Coupons (pre-pay) Circular Notes (travelers’ cheques) Cook made world tourism affordable!

Modern Era – Mass Tourism

2 World Wars = Technology & desire increaseAutomobile

Better Roads post WW1 = bungalow camps Post WW2

Mass produced, gas not rationed & prosperityAirplane

Lindbergh (1927), initially $$ 1958 = jet travel and economy class

Credit card (1950)Individual vs. Organized Mass Tourists

Other Factors

Leisure Time Creation of the weekend (Upton Sinclair’s “The

Jungle) 1938 Fair Labor Standards Act

Oil Crisis (mid 70’s)Tourism Policy

deregulation (1978), USTTA (1981)Technology AdvancesTheme ParksPeace Industry??

Geography of Tourism

Physical Geography (features of earth) Landforms, H20, vegetation, climate, etc.

Human (cultural) Geography Language, religion, dress, food, customs… = cultural norms/expectations

Regional Geography (study one area) Effects of climate, time of year, etc.

ie, Ski areas, wine regions, etc.

Business Perspectives

Marketing (4 P’s) Meeting the needs/desires of visitors Importance of segmentation

Challenges & Opportunities

Can growth & development occur w/o creating environmental problems?

How will technology effect tourism?As tourism grows, where will the

workforce come from?Will tourism change the social structure

of countries/communities?

Definition of Tourism

Tourism may be defined as the processes, activities, and outcomes arising from the relationships and the interactions among tourists, tourism suppliers, host governments,

host communities, and surrounding environments that are involved in the attracting and hosting of visitors.

UNWTO Definition of Tourism

Tourism comprises the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes.

Classification of Travelers

(1)Tourists in international technical definitions.(2)Excursionists in international technical definitions.(3)Travelers whose trips are shorter than those that qualify for travel and tourism;

e.g., under 50 miles (80 km) from home.(4)Students traveling between home and school only -- other travel of students is

within scope of travel and tourism.(5)All persons moving to a new place of residence including all one-way travelers,

such as emigrants, immigrants, refugees, domestic migrants, and nomads.

The Tourism Phenomenon:Components of tourism and tourism management

Travel Trade

Sector

AccommodationSector

Even

ts S

ecto

rT

ransportation

Sector

Adventure & Outdoor

Recreation SectorFood Services

Sector

Attractions Sector

Ente

rtain

men

t

Sect

or

Tourism

ServicesWorld & NationalTravel IndustryAssociations

World & NationalGovernmentTourism Offices

State and ProvincialGovernmentTourism Offices

Local & CityGovernmentTourismDepartments

Local & RegionalTourism Associations/Convention & VisitorBureaus

State and ProvincialTravel IndustryAssociations

Tourism Course

Departmentor Discipline

Management of Tourism Organizations

Tourism Studies

Policy Issues

Recreation

Managem

ent

Soci

olog

y of

To

uris

m

Tourism

Education

Transportation

Studies

Host-Guest

Relatio

nship

Tour

ism

Mot

ivat

ion

Eco

nom

ics

of T

ouri

sm

Rural

Tourism

Geography of Tourism

Tourism Law

Mar

ketin

g of

Tour

ism

Tour

ism

Pla

nnin

g an

d D

evel

opm

ent

Soci

olog

y

Parks and R

ecreation

Political

Science

Business

Eco

nom

ics

Anthropology

GeographyA

rchitectureAgriculture

Transportation

Hotel and

Restaurant

Adm

inistration

Education

Law

Mar

ketin

g

Urb

an a

nd

Reg

iona

l Pl

anni

ng

New VentureDevelopmentEntrepreneurship

Heritage and

Environment

Management

Environmental

Studies

History

of Tou

rism

History

CasinoManagement

Gaming

Sports Tourism

and Medicine

Kinesiology

Psyc

holo

gy

Landsca

peDesign

Hospitality

Studies

Source: adapted from Jafar Jafari, University of Wisconsin-Stout, Study of Tourism: Choices of Discipline and Approach.

Disciplinary inputs to the tourism field

38

IntangibilityIntangibility

InseparabilityInseparability

VariabilityVariability

PerishabilityPerishability

Can’t be seen, tasted, felt, heard, or smelled before purchase.

Can’t be separated from service providers.

Quality depends on who provides them and when, where and how.

Can’t be stored for later sale or use.

Characteristics of Service Product

Hatur Nuhun