Travel Reference
In-Depth Information
In the USA, travel reached a record level in 2011 for the Thanksgiving
celebration, despite a general downwards trend in tourism for the country.
Similarly, combating a trend against domestic travel in Australia, Victoria
recorded an increase in the numbers of visitors staying with friends and
relatives. Staying with friends and relatives, as with caravanning and
camping, increased in Victoria. During the same period, the use of hotels,
motels and apartments declined.
Travel to reconnect with friends and family is particularly important for
families because celebrations and special occasions cannot be done alone.
People rely on close friends and family to support celebrations in life. At
various times of the year, families are compelled to travel because tradition
dictates this. In Western countries, travel at Christmas time is important
and many people will travel long distances at great expense to reconnect
socially with family. In America and Canada family will also come together
for Thanksgiving. A modernisation of a tradition based on celebrating the
harvest, it is now seen by some as more important for family connection
than Christmas. Easter is also often about family togetherness. Easter school
holidays provide the opportunity to travel.
Time is of course only one element necessary for tourism to take place.
The tourist's pre-trip psychological process contains seven elements - needs,
information, expectations, motivation, time, money and the absence of
other constraints (Leiper, 2004). However, it is easier to fulfil those con-
ditions - the motivations and means - with VFR travel than with non-VFR
travel. Money can be saved by staying with family or friends and redirected
into other areas of the local economy. The motivation to travel is heightened
by family occasions. Information is made more accessible by having family
or friends to assist. Needs are created as a state of deprivation otherwise
exists (not being connected as a family in key times).
Because families need to reconnect socially for various events and at
various times of the year, travel typically occurs frequently for families
visiting relatives and friends. VFR travel is therefore less vulnerable to
seasonality and economic conditions. VFR travel grew in the 1990s in
Victoria despite the economic conditions. The official data reviewed for this
study has shown this same pattern. VFR thus remains an important part of
family travel and an important part of strengthening destinations against
economic downturns. Based on the size and economic significance of VFR
travel to many destinations, marketing to 'Aunt Betty' may be a way in
which destinations can buffer against economic downturns in the future.
References
Angus & Associates (2011) Need to investigate VFR travel. Retrieved 28 November 2011
from http://www.angusassociates.co.nz/need-investigate-vfr.html.
