Trend analysis of selected components of vacation travel in America from advertisements of two national magazines

Abstract

Using magazine advertisements as a data base, content analysis exposed trends of several components of both the travel and tourism industry and travelers themselves. Analysis indicated that advertisements were aimed at the audience of the magazines in which they appeared, increasing the validity of the inferences obtained from analysis. Several researchers stress the fact that advertisements reflect the society in which they appear (among them Klapper 1960; Thurot and Thurot 1983); and examination of advertisements that had been tailored for an audience can shed light on the society being reflected. American travelers witnessed the growth and maturation of the travel and tourism industry during the 75 year study period. They witnessed the establishment of many tourist areas, as such areas developed a sound tourism infrastructure. The advertisements indicate those features of an area that make them desirable as tourist destinations; and also benefits of travel in general that are most desired by tourists. The advertisements further indicate the advertisers' considered perception of the preferred geographic regions of the world for leisure travel--and the shifting preference patterns that have occurred since 1905. This dissertation indicates the important resource that advertisements can be for the social historian, as well as for industry planners and promotors. A solid data base can enable planners to predict fairly safely the trends likely to occur in the short- and mid-range future regarding destination preferences and the important travel benefits they should provide the tourist on his/her travels.