Topic 4:

Consumers and the Evolution

of the Leisure Lifestyle

Learning Outcomes
• Distinguish between serious leisure, casual leisure and project-based leisure
• Comprehend the evolution of leisure lifestyles globally
• Comprehend the evolution of tourism globally
• Appreciate the patterns of demand for leisure activities and tourism in Australia
 Lecture Outline
• Consumers
– Leisure Benefits
– Serious vs Casual Leisure

• Leisure Evolution
– Timelines
• Pre-Modern; Industrial Revolution; Contemporary
– Demand
• Tourism Evolution
– Timelines
• Pre-Modern; Early Modern; Contemporary
– Demand: growth and distribution of
International Tourism

© James Cook University

BX2091:03 Tourism Management 2
 Leisure Benefits
• Leisure has a clear relationship with our social
well-being
• Recreation and leisure contribute to our sense of
identity
• Leisure has benefits both for individuals and for
the community in relation to quality of life.
• Leisure can contribute to personal growth and
self-expressed.

© James Cook University

BX2091:03 Tourism Management 3
Influences Upon Leisure Choice

Personal
Factors

Leisure
Choice

Social and
Opportunity
Circumstantial
Factors
Factors

© James Cook University

BX2091:03 Tourism Management 4
Serious Leisure

© James Cook University

BX2091:03 Tourism Management 5
• A motive is an internal personal factor that
Motives
arouses, directs and integrates a person’s
behaviour. (Murray 1964)
• Human actions are motivated by goals and
rewards

6
• What motivates
Whatyou to participate
motivates in your
you?
favourite leisure activity?
– What do you feel are the goals and rewards you
receive for participating?
– Why do you think you chose this particular activity?

7
• RecallWhen
your last
didholiday or travel
you last away
travel from home.
away?
– What motivated you to travel?
– What goals did you have for the travel?
– What rewards do you feel you received?
– Any thoughts about why you chose the particular
destination?

8
• Intrinsic motivation
Intrinsictends to regulate leisure.
Motivation
• Those leisure activities enjoyed most are those
that are performed for their own sake, because
they offer such intrinsic rewards as feelings of self-
determination and competence.

9
• Intrinsic
Intrinsically motivated behaviour
Motivation is notInfluence
and Social free of
social influences, especially as most leisure
behaviour takes place in social contexts.

10
• The systematicSerious
pursuit ofLeisure
an amateur, hobbyist or
volunteer activity that is sufficiently substantial
and interesting for the participant to find a career
there in the acquisition and expression of its
special skills and knowledge. (Stebbins 1992, p.3)

11
 Qualities of Serious Leisure
1. Perseverance
2. Long Term Careers
3. Significant Personal Effort
4. Durable Self Benefits
5. Unique Ethos
6. Identification
(Green & Jones 2005)
12
• Must be willing
1.toPerseverance
persevere through adversity
and conquer moments of difficulty.

13
• Participants
2.develop
Long careers with various stages of
term careers
development and transition from learning to
mastering.
• These careers will usually be mapped by various
achievements and milestones.

14
• Work3.hard to attain skills,
Significant training and
Personal knowledge.
Effort
• Will often be recognised for this knowledge.

15
 4. Durable Self Benefits
• Self actualisation
• Self-enrichment
• Self expression
• Feelings of accomplishment
• Enhancement of self-image
• Sense of belongingness and social interaction
• Lasting physical products
16
• Develop a distinct social world
5. Unique with its own
Ethos
subcultural norms, values and beliefs.

17
• Tend to identify
6.strongly with their activity.
Identification
• Related to the unique ethos.

18
• Immediately, intrinsically rewarding, relatively
Casual Leisure
short lived pleasurable activity requiring little or
no special training to enjoy it. (Stebbins 1997,
p.18)
• Enjoyed for its own sake quite apart from any
desire or obligation to study it in some way.

19
 Project-based Leisure

• Short-term, moderately complicated, either one-

shot or occasional, though infrequent, creative
undertaking carried out in free time.

© James Cook University

BX2091:03 Tourism Management 20
• Drinking WineList of activities
Swimming
• Surfing Animals
Training
• Sailing
Hunting
• Riding horses
Racing
• Reading
Fishing
• Watching Movies
Singing
• Playing Computer Games
Snowboarding

21
Source: http://www.seriousleisure.net/slp-diagrams.html
22
 Spectators?
• Serious leisure are those individuals who are
serious about and committed to their endeavours.
– According to Stebbins (1982), spectating or “sitting at a
football game” does not constitute serious leisure, but
rather casual leisure.
– Gibson, Willming & Holdnak disagreed with Stebbins in
their article- "We're Gators...Not Just Gator Fans":
Serious Leisure and University of Florida Football.

23
Leisure Evolution

© James Cook University

BX2091:03 Tourism Management 24
 Leisure Timelines
Pre-modern Industrial Contemporary
Leisure Revolution Leisure
» Jousting, Circuses » 1780-1870 » Car Travel
» Hunting for Elite » Commercialisation » Public parks/ pools /
» Ancient Rome of leisure libraries
» Industrialisation » Air Travel post WWII
» England (1603)
» Mass leisure from » Mass spectator sports
Survey “holy day”
1850s for 7th day 1960s
activities
» Emergence of sport » Working women
» Summer house
culture – horse racing » Growth of mega
leisure for the » Festivals and events events
elite change as cultures » In-home leisure and
» Ale house growth
urbanize technology

c. BCE 3000 AD 1750 AD 1870 AD2020

© James Cook University

BX2091:03 Tourism Management 25
 Major impacts upon Leisure
• Globalisation of the Economy
– Reduced manufacturing in developed nations; global leisure brands
• Experience Economy
– Entertainment and experiences value-added into services
• Transnational corporations dominating leisure
• Time-space compression
• Rise of a network society
• Labour and leisure have become blurred
– Serious leisure; blurring of holiday/business travel; working from home
• Abundance of leisure choices
© James Cook University
BX2091:03 Tourism Management 26
 Blurring of Boundaries
• Leisure services traditionally WERE the
responsibility of Government.
– In Australia different levels of Government were
responsible for different services and assets.
• As the economy evolved, more entrepreneurs
created businesses that serviced many of those
needs.
• Now, a thriving private sector exists within the
Leisure Sector
© James Cook University
BX2091:03 Tourism Management 27
 Social Setting of Leisure

Tourism, holidays,
Informal Recreation Social Recreation

Out of Home
(Formal vs Informal)

Home
(Formal vs
Informal)

Entertainment Sport and Physical

and the Arts Recreation

© James Cook University

BX2091:03 Tourism Management 28
 Time spent on Leisure
• Participation in Australia in Leisure Activities
– Measured in minutes

Source: ABS 4153.0 - How Australians Use Their Time, 2006 

© James Cook University
BX2091:03 Tourism Management 29
 Social Recreation
• Hard to measure
• ABS uses time spent with friends
• In 2006, young people aged 15 to 24 years spent
around 30 hours a week with friends.
• As work and family activities increase with age the
time spent with friends falls sharply, to around 12
hours per week for people aged 25 to 34 years,
• For people aged 75 years and over it falls further
to around 7 hours a week.
© James Cook University
BX2091:03 Tourism Management 30
Sport & Physical Recreation Choice
• Participation in Australia in Physical Recreation

Male Top 10: Female Top 10:

Source: Participation in Sport and Physical Recreation, Australia, 2011-12 (cat. no. 4177.0). 31
 Sport Spectating

• 43% or 7.6 million Australians reported that they

had attended a sporting event in 2010.
• The highest attendance rates were reported for
Australian Rules football (16%) and horse racing
(11%).

© James Cook University

BX2091:03 Tourism Management 32
Entertainment & the Arts Leisure Choice
• Participation in Australia in Cultural & Arts Events

© James Cook University

BX2091:03 Tourism Management 33
Participation in Tourism & Holidays

© James Cook University

BX2091:03 Tourism Management 34
 © James Cook University
BX2091:03 Tourism Management 35
 Tourism Timelines

Pre-modern Early Modern Contemporary

Tourism Tourism Tourism
» Nomads » Elizabethan Era » Post WWII
» Ancient Egypt » Grand Tour » Air Travel
» Ancient Greece » Industrialisation » Mass
» Ancient Rome » Modern International
» China Olympics Tourism
» Dark Ages

c. BCE 3000 AD 1500 AD 1950 AD2000

(axis not to scale)

© James Cook University

BX2091:03 Tourism Management 36
 Contemporary Tourism
1950 - Present
• Major growth in tourism:
– domestic travel due to car ownership
– international tourism due to air travel
• Advances in tourism product:
– Multi-national hotel chains
– Integrated Resort Destinations
– Special Interest Tourism
– Themed attractions
• Individuals in developed countries have greater disposable
income, longer leave entitlements, and knowledge about the
world.
© James Cook University
BX2091:03 Tourism Management 37
 International Tourism
• Comments on International Tourism trends:
– Arrivals: 25 x growth since 1950
– Revenues: 230 x growth since 1950
– Positive growth in every year since 1960 except 1982,
2001, 2003, 2009
• Early 1980s - recession
2000’s
• 2001? An Extraordinary Decade
• 2003?
• 2009?
– Ten domestic tourists for every international arrival
© James Cook University
BX2091:03 Tourism Management 38
Why Tourism Matters…

© James Cook University

BX2091:03 Tourism Management 39
Tourist Arrivals 1995-2012

Continued
Growth
With
1.2bn
arrivals
in 2015

© James Cook University

BX2091:03 Tourism Management 40
 WTO Regions of the World

Europe

Asia Pacific

Americas

Africa Middle
East

© James Cook University

BX2091:03 Tourism Management 41
International Tourist Arrivals 2012

© James Cook University

BX2091:03 Tourism Management 42
 Historical Trends
Change in arrivals and receipts (1990-2012)

© James Cook University

BX2091:03 Tourism Management 43
Purpose and Transport

© James Cook University

BX2091:03 Tourism Management 44
Tourism 2030 Vision

© James Cook University

Source: (UNWTO,2015)
BX2091:03 Tourism Management 45
 Australian Tourism
• 6.8 million tourists visited Australia in 2014 (8.2% growth)
– Australia ranks 32nd in international visitor arrivals but 12th in
international receipts
– 8m expected to visit in 2018
– $35 billion contribution to economy (up from $29.9bill)
– 8% of total export earnings generated by tourism (down from 11%)
• 70 million+ domestic overnight trips in 2010
– $42 billion contribution to economy
• Directly employs 513,700 people
(4.6% of all those employed)
Sources: Tourism Australia (2014)
Australian Bureau of Statistics (2011)
"Tourism Satelite Account 2010-11:Key Figures"

© James Cook University

BX2091:03 Tourism Management 46
 2014 Australian Tourism
• Top 15 International Markets by Visitor Arrivals

In 2016, NZ= 1,341,000 and China = 1,174,000

47
 2010 Australian Tourism
• Top 10 International Markets
New Zealand
United Kingdom
Japan
USA
China
Korea
Singapore
Germany
Hong Kong
Malaysia

0 200 400 600 800 1,000 1,200

Thousands
Visitors
© James Cook University
BX2091:03 Tourism Management 48
 2014 Australian Tourism
• Top 15 International Markets by Expenditure

In 2016, China = $9.1bn; a 15% growth in expenditure

© James Cook University

BX2091:03 Tourism Management 49
Can Tourism be Serious Leisure?

© James Cook University

BX2091:03 Tourism Management 50
ourism & Leisure Management

© James Cook University BX2091:03 Tourism

& Leisure Management