The Georgia travel industry, 1960-1972

!OV 8 1974
Ll3H "IES
DIVISION OF RESEARCH, COLLEGE OF BUSINESS ADMINISTRATION, UNIVERSITY OF GEORGIA

Travel Research Study #16
The Georgia Travel Industry 1960-1972
Polly w: Hein
Adolph Sanders
Prepared for the
TOURIST DIVISION R. L. Burson, Director GEORGIA DEPARTMENT OF COMMUNITY DEVELOPMENT
Louis W Truman, Lt. Gen. U. S. A. (Ret.) Commissioner
Division of Research College of Business Adtninistration
University of Georgia Athens

0 Copyright
Division of Research, College of Business Administration - University of Georgia 1974
Library of Congress Catalog Card Number: 74-620087
Printed in the United States of America

FOREWORD
This publication contains statistics of the Georgia travel industry covering the period 1960-1972 with preliminary estimates of selected data for 1973. The information presented here is the product of twelve years of travel research conducted by the Division of Research of the College of Business Administration for the Tourist Division of the Georgia Department of Community Development.
The initial study in 1960-61 was the first travel survey ever undertaken for the state of Georgia. The study was designed to estimate the volume of vacation/recreation travel, spending by travelers, tax revenue, the economic impact of the travel industry, and the characteristics of travelers.
After establishing a benchmark with the first survey, the Tourist Division asked the University to provide annual updates of the volume of travel and its economic importance to the state. These annual estimates were developed utilizing the original data base and secondary information sources such as highway statistics, sales and use tax collections, insured employment, Census data, etc.
The opening of Georgia's first Welcome Center in 1962 provided a means of keeping traveler characteristics current. The practice of gathering demographics, trip information and expenditures was followed at each of the state's seven highway centers. This information not only provided insights into changing travel trends but also documented traveler characteristics for specific highways.
The state then turned its attention to a closer look at the industry serving travelers. A problem of identity became apparent because the travel industry is made up of a number of different types of businesses many of which have limited knowledge of the market they serve or the relationship they bear to other segments of the industry. Research efforts were consequently concentrated on an industry definition and toward refined techniques in collecting travel industry data.
An annual Governor's Conference on Tourism was inaugurated to create a more cohesive industry by focusing public attention on travel serving firms. Out of these conferences evolved the Georgia Travel Commission, a private organization devoted to furthering Georgia's travel business.
Increasing inquiries about opportunities in Georgia led to the establishment of a special unit within the Tourist Division created to encourage tourist development within the state. Research efforts were concentrated in that direction with particular emphasis on Georgia highways and traffic patterns. Currently Georgia is

flourishing as a convention center with metropolitan Atlanta ranking among the top site selections for national business gatherings. The pattern of future travel research will address itself to these development opportunities.
The Division's research program would not have been possible without the cooperation and advice of many individuals and organizations.
The assistance and support given by the Georgia Department of Transportation in the initial survey and each year since have been invaluable. Within the department, mention should be made first of the late Roy A. Flynt who was State Highway Planning Engineer at the time of the original 1960-61 travel survey. Without his assistance and support, the survey could not have been made. Appreciation is also expressed to H. H. Huckeb for his cooperation and assistance; to Emory C. Parrish who assisted in the design of the field interviews; to Robert M. Pendland, Jr., and his data processing unit who tabulated the results of the original survey; and to Leland S. Veal, State Highway Planning Engineer, who has provided numerous inputs to the research program.
Special tribute is made to the late George P. Erickson, Highway Civil Engineer, under whose direction the highway survey teams operated in 1960-6 and who provided valuable advice and continuous help in data collection over the years.
Within the Georgia Department of Revenue, appreciation is expressed to Commissioner John A. Blackmon, Chandler Hewell, and John V. Sharpless of the Sales and Use Tax Division.
Ovid H. Stephenson, formerly with the Reports and Analysis Division of the Georgia Department of Labo~was most helpful in the early stages of the Division's travel research program. Joe Wooddall, now Director of the Reports and Analysis Division, and Maria Mallet in the Man Power Resources Division have been generous of their time and have made data available for estimating employment and wages.
Appreciation again is expressed to Lewis C. Copeland of the University of Tennessee who has served as travel research consultant to the Division since 1961. Dr. Copeland's assistance has been most helpful in the econo mic analysis and in solving methodological problems, and his encouragemen' of a continuing research program has been invaluable.
The Tourist Division of the Georgia Department of Community Development has given its fullest cooperation to the Division of Research in developing the data in this publication. In particular, the assistance given by Welcome Center hostesses through the years in collecting the data included in the Welcome Center section is appreciated.
And finally, the authors would like to acknowledge the man who pioneered travel research in the State of Georgia and who was responsible for gaining national recognition of the State's research efforts. William Browning Keeling, Director of the Division of Research, initiated the
l

original 1960-61 tourism study and directed Georgia's travel research program until his death in July of 1973.
Polly w. Hein
Adolph Sanders

TABLE OF CONTENTS
INTRODUCTION . . . . . . . . . . TRAVEL IN GEORGIA - AN OVERVIEW THE GEORGIA TRAVEL INDUSTRY
The Travel-Serving Businesses Economic Importance .
Number of Firms . Sales and Receipts Employment . . . . Wages. . . . Proprietors' Income State Taxes Paid New Construction Secondary Economic Benefits Some Conclusions CHARACTERISTICS OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS . . . . . Origin and Destination Expenditures Purpose of Trip Size of Party . Length of Trip in Days GEORGIA WELCOME CENTERS. Estimated Visits Origins Purpose of Trip Length of Trip in Days

Page 1
3
7
7
9 11
13 15 17
19
21 23 25
27
33 35
49 53 55 57 59 61 63 65 67

Overnight Accommodations

Income Levels . . . .

Improvements Suggested

Things Enjoyed

NATIONAL ESTIMATES OF TRAVEL AND TRAVEL EXPENDITURES

U.S. Bureau of the Census and U.S. Travel Data Center Publications ..

GEORGIA HIGHWAYS

Proposed Interstate System in Georgia

Highways in 1961

Highways in 1973

Changing Travel Patterns

Current Status and Scheduled Completion of Georgia's Interstate System

Future Traffic Patterns

Proposed New Highway and Road Systems

Scenic Roads and Parkways An Interregional System

TRAVEL RESEARCH IN GEORGIA - HOW THE ESTIMATES

ARE MADE

. . . . . .

The 1960-61 Travel Survey

Yearly Estimates .

Welcome Center Research

Georgia Travel Barometer Reports .

Other Travel Reports . .

Current Travel Research Projects

TRAVEL RESEARCH BIBLIOGRAPHY

Page 69
71
73
75
77
77 83 83 85
86 86
89 89 89 89 95
97 97 99 101 103 103 103

LIST OF TABLES

Page TRAVEL IN GEORGIA - AN OVERVIEW

Vacation/recreation Travel by Private

Automobile on Georgia Highways,

1961-1972 . . . . . . . . . . . . .

3

Vacation/Recreation Trips on Georgia

Highways in 1972, by Major Origin

and Destination . . . . . . . . . .

4

Expenditures by Travelers in Georgia

1961-1972 .. .

.

5

THE GEORGIA TRAVEL INDUSTRY

I Number of Firms, Selected Travel-Serving

Businesses, 1961-1972

....

11

II Sales and Receipts, Selected Trave1-

Serving Businesses, 1961-1972

13

III Number of Employees, Selected Trave1-

Serving Businesses, 1961-1972 .. . .

15

IV Wages Paid by Selected Travel-Serving

Businesses, 1961-1972

.

17

V Estimates Proprietors' Income, Selected

Travel-Serving Businesses, 1961-1972 ..

19

VI State Income, Business, and Sales and Use

Taxes Paid by Selected Travel-Serving

Businesses, Including Taxes Directly

Attributable to Tourists, 1961-1972

21

VII Construction Investment and Cost Per Square Foot of New Projects and Additions Begun by Selected Travel-Serving Businesses, 1966-1972.. 23

VIII Economic Highlights, 1961-1972 . . . . . . . .

30

ORIGIN AND DESTINATION OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS

IX Total Trips and Persons, by Residents

and Non-Residents, 1961-1972 . . .

35

X Trips and Persons, by Major Origin

and Destination, 1961-1972 . . . .

37

XI Percentage Distribution of Destinations

of Travelers from Selected States and

Regions, 1961

.

39

XII Percentage Distribution of Origins of

Travelers from Selected State and Regions,

Classified by Major Destination, 1961

41

XIII Number of Persons from Selected States

and Regions, by Major Destination, 1972

43

XIV Number of Persons from Southeast, Great

Lakes, and Mid-East States, by Major

Destination, 1972

.

45

XV Seasonal Variation, Trips and Persons, by

Major Origin and Destination, 1961

47

EXPENDITURES BY VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS

XVI Totals, by Resident and Non-Resident

Travelers, by Major Type of

Expenditure, 1961-1972

.

49

XVII Percentage Distribution, by Resident

and Non-Resident Travelers, by Major

Type of Expenditure, 1972 . . . .

51

PURPOSE OF VACATION/RECREATION TRIPS ON GEORGIA HIGHWAYS

XVIII Percentage Distribution, by Major

Origin and Destination, 1961 . .

53

NUMBER OF PERSONS PER VACATION/RECREATION PARTY ON GEORGIA HIGHWAYS

XIX Seasonal Variation, by Major Origin

and Destination, 1961.

. ...

55

LENGTH IN DAYS OF VACATION/RECREATION TRIPS ON GEORGIA HIGHWAYS

xx Seasonal Variation of Days in Georgia

and on Total Trip, by Major Origin and

Destination, 1961 . . . . . . . . . . .

57

VISITORS TO GEORGIA WELCOME CENTERS

XXI Estimated Visits to Each of Georgia's

Eight Welcome Centers, 1962-1973

61

OUT-OF-STATE VISITORS TO GEORGIA WELCOME CENTERS

XXII Percentage Distribution of Home Regions in

Selected Years Compared with the 1960-61

Highway Survey

.

63

XXIII Percentage Distribution of Trip Purpose in

Selected Years . . . . . . . .

65

XXIV Percentage Distribution of Days Spent in

Georgia in Selected Years Compared with the

1960-61 Highway Survey

.

67

XXV Percentage Distribution of Overnight

Accommodations in Selected Years

69

XXVI Percentage Distribution of Income Level

in Selected Years Compared With the 1960-61

Highway Survey

.

71

XXVII Percentage Distribution of Improvements

Suggested in Selected Years Compared with

the 1960-61 Highway Survey

....

73

XXVIII Percentage Distribution of Things Enjoyed

in Selected Years Compared with the 1960-61

Highway Survey. . . . . . . . . . . . . .

75

NATIONAL ESTIMATES OF TRAVEL AND

TRAVEL EXPENDITURES .

....

77

XXIX Travel To and Through Georgia

1972

....

78

XXX 1972 U.S. Domestic Travel

Expenditures in Georgia .

79

XXXI Comparison c>f 1972 Expenditure

Estimates by the U.S.D.C. and the

Division of Research . . . . . .

80

STATUS OF GEORGIA'S INTERSTATE SYSTEM

XXXII

Total Mileage Scheduled, Under Construction and Contracts to Be Let for Each Interstate Route With Scheduled Dates of Completion, December 1971 . . . . . . . . . . . . . . .

PROJECTED TRAFFIC FLOW

XXXIII Estimated Total and Vacation/Recreation Traffic Volume on Major Georgia Highways 1970, 1975, and 1990

91 92, 93

INTRODUCTION
During the last decade there has been an increasing awareness of the roles which tourism and the travel industry play in economic development. Many communities unsuited for manufacturing operations can capitalize on climate and scenery to build a thriving visitor industry. At the same time, programs designed to appeal to the traveler also make a community more attractive to industrial developers.
Each year more attention is given to the fields of travel promotion and travel research. State programs become increasingly more sophisticated. At the national level, the U.S. Travel Service is interested in promoting travel into the states and the U.S. Census Bureau has completed three travel surveys, the latest covering travel in 1972.
The United States Travel Data Center organized in 1973 is an independent non-profit organization having as its basic purpose improving the quality, timeliness, and range of statistical data describing the travel and recreation sector of our economy. The Center produced its first set of state expenditure estimates for 1972 based on Census trip estimates.
Also at the national level is Discover America Travel Organization, a non-profit travel industry association devoted to encouraging travel to and within the U.S. The Travel Research Association is a national organization whose obejctives are to promote orderly and effective development and marketing within the travel industry by providing professional leadership in travel research.
Georgia now enjoys an excellent reputation as a travel state, and there have been an increasing number of inquiries about Georgia travel investment opportunities. To answer these inquiries there is a need for as much data as possible about the Georgia travel industry. This report is an attempt to provide some of this information. It begins with a summary of travel and travel expenditures in the state, followed by a description of the Georgia travel industry and its economic impact.
Then comes a more detailed analysis of the characteristics of vacation/ recreation travelers on Georgia highways and a section discussing the 1972 Census of Transportation and Travel Data Center expenditure data as they relate to the Georgia estimates published here. This is followed by a description of Georgia's road system traffic patterns and proposed new highways. Finally, there is a description of the research program which produced this information and an indication of how the estimates were made.
It of course is impossible to include in a single report all which has been learned in more than thirteen years of research into Georgia's travel industry. Those seeking additional information are directed to a complete listing of the Division's research publications in the back of this report and are also invited to contact either the Tourist Division or the Division of Research directly for assistance.

"

TRAVEL IN GEORGIA - AN OVERVIEW

The increasing mobility of United States travelers is well illustrated in the table below showing vacation/recreation travel by private auto on Georgia highways. Between 1960-611 and 1972 automobile travel grew from 7.2 million round trips to 18.2 million trips. The persons taking these trips (approximately 3 people per party) is even more impressive. In 1961 it is estimated that 21.5 million persons were traveling Georgia highways. In 1972 the number had risen to 54 million. This represents an increase in travel of 150 percent during the 12 year period. Final estimates of travel in 1973 are not complete, but highway data indicate that travel in Georgia for 1973 will rise 7 percent over the previous year to an estimated 19 million trips involving 58 million persons.
Travelers and the trips they took annually for 1961-1972 are shown in the following table.

Vacation/Recreation Travel By Private Automobile

On Georgia Highways, 1961-1972

I VI

(In millions)

I

1961 1962 1963 1964 1965 1966 1967 1968 1969 1970 1971 1972

Trips

7.2 7.8 8.1 3.8 9.7 10.9 n.8 13.1 14.8 15.7 16.9 18.2

Persons 21.5 23.2 24.0 26.1 28.8 32.4 35.0 39.1 44.0 46.6 50.7 53.9

1The 1960-61 travel survey covered the months of September 1960 - August 1961. For purposes of simplification, data from that study period are presented in tables in this section and throughout the report in columns headed 1961.

r

This automobile travel represents four types of vacation/recreation trips: Georgians traveling in their own state or to destinations outside the state; and out-of-state travelers with destinations in Georgia or those passing through to other states. The number of trips in these four major origin and destination groups in 1972 is given below.

Vacation/Recreation Trips on Georgia Highways in 1972 by Major Origin and Destination

Destination

Origin

Georgia

Out-of-State

Total

Georgia

8,032,900

1,185,400

9,218,300

Out-of-State

931,300

8,019,000

8,950,300

Total

8,964,200

9,204,400

18,168,600

No detailed investigation has been made of pleasure travel by air, bus, or train in Georgia. Earlier surveys and area interviews by the.Division of Research, however, indicate that 91 percent of all travel is by private auto. This high percentage of automobile travel is largely attributable to Georgia's geographic location as a bridge state to Florida. (See origin and destination table above). National surveys support this estimate and the theory that pass-through travel is a contributing factor.
Spending by these highway travelers in 1972 totaled $850 million, three times the amount first recorded in the 1960-61 survey. Tourists traveling by plane, train, or bus spent an estimated $84 million on their trips in 1972, bringing vacation/recreation totals for the year to $934 million. Including business and personal trips, total travel expenditures are estimated at $1.3 billion for 1972. Despite end of the year decreases in travel occasioned by energy problems, preliminary estimates of spending by vacation/recreation travelers should reach $1 billion, with total travel expenditures of $1.4 billion. These estimates represent increases over 1972 between 7 and 8 percent.

Here are details of travel spending for 1961-1972 showing estimates for out-of-state and Georgia residents traveling by auto and spending by travelers on commercial carriers.

Expenditures by Travelers in Georgia, 1961-1972 (In millions)

1961 1962 1963 1964 1965 1966 1967 1968 1969 1970 1971 1972

Total travel spending

$415 $468 $503 $569 $649 $731 $804 $912 $1,023 $1,075 $1,182 $1,316

Total tourist spending

297 332 357 404 460 519 571 647

726

763

839

934

Via automobile

273 305 328 372 423 477 525 595

667

702

757

850

Out-of-state residents

137 154 167 191 192 233 244 322

360

376

408

470

I

Georgia residents

136 151 161 181 231 244 281 273

307

326

349

380

Vl

I

Via commercial carrier

24

27

29

32

37

42

46

52

58

61

82

84

Comparing travel and expenditures in 1972, we see that 49 percent of all vacation/recreation travel on Georgia highways was by out-of-state visitors, but they accounted for 55 percent of the travel expenditures. Georgians took more trips but much of their travel is close to home, involves fewer days, and results in less spending.
Major destinations of resident and non-resident travelers are quite different, too. Georgians spend most of their vacation/recreation time within the state. Only 13 percent were on their way to an out-of-state destination. Most out-of-state tourists on the other hand were enroute through the state to other destinations. Trips by out-of-state residents with a Georgia destination represented only 10 percent of all trips by non-residents. The "pass-through" traveler is an important market in sheer numbers and is an even more important potential for future development.

THE GEORGIA TRAVEL INDUSTRY

What is the Georgia Travel Industry?

At the outset, there is a problem of definition.

It might be said that all businesses which serve the traveling public should be considered to be part of the travel industry. Yet almost all businesses serving the general public also serve, at one time or another, that portion of the public which travels. Indeed it is difficult to find any retail establishment which does not, occasionally at least, find within its doors someone who is away from home.

Some types of businesses, however, serve the traveling public either principally, or with great

frequency, and thereby receive the greater portion of the traveler's dollar. These, the primary

I

travel-serving businesses, constitute the travel industry as described in this report.

-....I

I

THE TRAVEL-SERVING BUSINESSES

A first group of primary travel-serving firms is made up of those which provide lodging, eating and drinking, and entertainment services to the traveling public. These include hotels, motels, trailer parks, camp grounds, and all other lodging establishments except those with permanent residents; restaurants, cafeterias, cafes, lunch counters, night clubs, bars, and other eating and drinking establishments; and amusement and recreation firms, with the exception of motion pictures.

A second group of primary travel-serving firms is made up of those which provide automotive services to the traveling public. These include automobile service stations, repair shops, garages, parking lots, and tire, battery and accessory dealers. The importance of this group of firms is underscored by the fact stated earlier that 91% of all vacation/recreation trips in the state of Georgia are by private automobile.

A third group of primary travel-serving firms is made up of those which provide transportation services to that portion of the traveling public which travels other than by private automobile. These include train, bus, airline and steamship companies; limousine and taxi companies; travel bureaus, and automotive rental agencies.

Recognition of these as primary travel-serving firms does not imply that they serve travelers exclusively. Each of the above serves non-travelers as well. Yet these are the firms with which travelers deal most frequently, and they are the ones which most logically should be included in any definition of the Georgia travel industry.

However, as noted earlier, they are not the only firms which serve travelers.

Especially in resort areas and in the vicinity of camp grounds during vacation/recreation seasons,

drug, food, hardware, sporting goods, gift, antique, and many other retail establishments find that

a significant portion of their total business is with visitors to their area, and that their economic

well-being is closely tied to the travel industry. Yet, taken as a whole, these types of establish-

I

ments should be considered as secondary travel-serving businesses, with their degree of involvement

\D I

with the traveling public due more to their location than to the nature of the business itself.

ECONOMIC IMPORTANCE
By any measure -- number of firms, gross sales, number of employees, incomes generated, taxes paid, or secondary economic benefits -- the travel industry in Georgia is of tremendous importance to the people and the economy of the state, and it is becoming more so each year.
Beginning with the 1960-61 travel survey, economic estimates have been made each year for the lodging, eating and drinking, entertainment, and automotive services sectors of the Georgia travel industry.
Estimates for firms providing transportation services to travelers by common carrier (the carriers themselves, plus taxi, auto rental, and travel agency firms) have not been developed. To the extent to which they are not included in the estimates which follow, the economic importance of the travel industry in Georgia is thereby understated.
Here then, in a series of tables with brief interpretation, is a picture of the travel industry in the state of Georgia.

TABLE I . . . AT A GLANCE . . .
One-third of Georgia's retail trade and service establishments are designated as primary travel-serving firms. These travel serving firms, the Georgia travel industry, have increased in number from 17,000 in 1961 to almost 23,000 businesses in 1972, a 33 percent increase.
The rate of growth in sales and receipts of these firms is much greater, an indication that firms are growing larger. From 1961 to 1972 while the number of travel-serving firms increased only 33 percent, sales and receipts of these firms rose 202 percent.
The greatest increase in number has occurred in eating and drinking establishments. Two major influences have been the rapid growth in fast-service, food take-out facilities and in restaurant and lounge facilities in the increasing number of cities whose ordinances permit mixed drink service.
Estimates of travel serving firms are based on reports to the sales and use tax unit of the Georgia Department of Revenue. In some cases estimates in Table I represent slight revisions from those published earlier. As an example, economic data for tire, battery, and accessory stores have been revised for all years to exclude those stores whose sales consist primarily of home appliances.
When final reports of the 1972 Georgia Census of Business are available from the Bureau of the Census, the estimates in Table I below as well as other statistics in this section will again be compared and revisions made as required.

TABLE I
THE GEORGIA TRAVEL INDUSTRY
Number of Firms, Selected Travel-Serving Businesses, 1961-1972

1961

1962

1963

1964

1965

1966

1967

1968

1969

1970

1971

1972

Lodging

1,300 1,360 1,390 1,400 1,420 1,490 1,550 1,550 1,520 1,580 1,560 1,560

Eating and drinking

5,050 5,270 5,400 6,090 6,190 6,420 6,610 6,790 6,930 7,230 7,320 7,440

Recreation

950

920 1,000 1,000 1,040 1,110 1,130 1,140 1,130 1,090 1,060 1,050

....I......

Gasoline service

I

stations

6,700 7,260 7,290 7,480 7,530 7,650 7,600 7,740 7,770 7,920 8,110 8,330

Tire, battery,

accessory

460

490

530

530

560

560

600

610

610

630

650

660

Auto repair service

2,570 2,640 2,850 2,900 3,160 3,270 3,310 3,370 3,380 3,460 3,550 3,660

Total

17,030 17,940 18,460 19,400 19,900 20,500 20,800 21,200 21,340 21,910 22,250 22,700

Annual rates of increase

5.3

2.9

5.1

2.6

3.0

1.5

1.9

0.6

2.7

1.6

2.0

Percent Increase 1961-1972
20.0
47.3 10.5
24.3
43.5
42.2
33.3

TABLE II ... AT A GLANCE ....
Travel-serving businesses made impressive gains in total sales, as is seen in this table. Total sales and receipts were$1.6billion higher in 1972 than they had been in 1961, an increase of 202%. This is more than six times the rate of increase in number of establishments for the same period, indicating a trend toward higher average receipts per establishment as travelserving firms become larger and better managed.
As an indication of the importance of these sales by travel-serving businesses, travel industry receipts in 1972 represented 20 percent of the sales and receipts of all retail and service groups as estimated by the Division from sales and use tax data.
The most impressive gains were made by lodging firms in Georgia. Receipts in 1972 were four times the initial 1961 estimate, a 295 percent increase. Average annual sales per lodging place had risen from $47,000 in 1961 to $156,700 in 1972. The increase in lodging receipts is largely due to the rapid build-up of an accomodations base in metropolitan Atlanta.

TABLE II
THE GEORGIA TRAVEL INDUSTRY
Sales and Receipts, Selected Travel-Serving Businesses 1961-1972
(In millions)

Percent

Increase

1961

1962

1963

1964

1965

1966

1967

1968

1969

1970

1971

1972

1961-1972

Lodging

$ 61.9 $ 70.0 $ 78.1 $ 87.1 $ 94.5 $ 108.5 $ 123.5 $ 143.3 $ 172.1 $ 194.6 $ 221. 7 $ 244.5

295.0

Eating and drinking

185.1 203.6 219.0 246.2 277.5 308.9 345.2 394.0 453.6 507.6 567.0 657.3

255.1

Recreation

27.3

30.6

32.8

36.4

41.6

49.4

50.3

57.7

64.0

65.7

67.4

72.8

166.7

..I...
v.

Gasoline service

I

stations

372.0 402.1 427.4 458.6 492.3 536.9 594.7 662.1 733.2 799.9 942.3 1,014.5

172.7

Tire, battery, accessory

55.3

64.7

70.3

79.9

84.6

90.7

94.3 109.3 122.1 131. 7 149.9 167.0

202.0

Auto repair service

93.5 102.1 108.8 117.7 126.1 137.2 151.3 169.5 187.8 204.3 222.3 246.5

163.6

Total

$795.1 $873.1 $936.4 $1,025.9 $1,116.6 $1,231.6 $1,359.3 $1,535.9 $1,732.8 $1,903.8 $2,170.6 $2,402.6

202.2

Annual rates of increase

9.8

7.3

9.6

8.8

10.3

10.4

13.0

12.8

9.9

14.0

10.7

TABLE III . . . AT A GLANCE . . .
The Georgia travel industry provided jobs for 109,270 people in 1972. Over the past ten years, the number of employees on industry payrolls has grown from 56,700 to 109,000, a 93 percent increase.
Eating and drinking places in Georgia hire the greatest number of employees, followed by service stations and lodging facilities. There is a great difference, however, in the average number of employees in each type of firm. It ranges from a high of 11.5 employees in lodging places, to a low of 2.2 for gasoline service stations.
Employment in these travel-serving businesses in 1972 represented 5.7 percent of all nonagricultural workers as estimated by the Georgia Department of Labor Employment Security Agency.

TABLE III
THE GEORGIA TRAVEL INDUSTRY
Number of Employees, Selected TravelServing Businesses, 1961-72

Percent
Increase 1961 1962 1963 1964 1965 1966 1967 1968 1969 1970 1971 1972 1961-72

Lodging

9,500 9,700 10,010 10,940 11,400 12,540 14,370 15,560 17,300 17,420 18,060 17,900

88.4

..I....

Eating and

V1

drinking

22,600 25,590 27,390 29,740 31,600 32,580 34,240 36,470 39,310 42,220 45,340 51,200

126.5

I

Recreation

3,700 3,940 4,090 4,100 4,800 6,350 6,900 7,140 7,100 7,180 7,450 7,600

105.4

Gasoline service

stations

13,100 13,800 14,650 15,600 16,000 16,200 16,700 18,220 18,370 19,510 20,020 18,270

39.5

Tire, battery, accessory

2,020 2,080 2,210 2,870 3,050 3,080 3,230 3,550 3,920 3,990 4,140 4,300

112.9

Auto repair service

5,800 6,490 6,980 7,370 7,390 7,770 7,940 7,940 7,810 8,570 8,960 10,000

72.4

Total
Annual rates of increase

56,720 61,600 65,330 70,620 74,240 78,520 83,380 88,880 93,810 98,890 103,970 109,270

8.6

6.1

8.1

5.1

5.8

6.2

6.6

5.5

5.4

5.1

5.1

92.6

TABLE IV . . . AT A GLANCE . . .
As impressive as the gains in sales, number of firms, and employees may be, they seem relatively modest when compared with the twelve-year increase in wages paid travel industry employees.
During the period from 1961 - 1972, wages paid by the travel-serving firms shown below rose $321.5 million, a 266.4 percent increase.
This is especially interesting when it is remembered that the number of employees increased by a smaller 93%. When wages are increasing more rapidly than employment, it means that the average wage paid is rising, a significant development in a service industry where wages paid many employees have traditionally been below those in manufacturing concerns.

TABLE IV

THE GEORGIA TRAVEL INDUSTRY

Wages Paid by Selected Travel-Serving Businesses, 1961-1972

(In millions)

Lodging

1961 $ 16.3

1962 $ 17.3

1963 $ 19.3

1964 $ 21.6

1965 $ 24.0

1966 $ 29.9

1967 $ 38.3

1968 $ 45.0

1969 $ 54.5

1970 $ 55.6

1971 $ 68.1

1972 $ 69.5

Percent Increase 1961-1972
326.4

Eating and drinking

39.1

43.8

48.8

55.7

63.6

75.4

87.1

98.2 115.8 132.7 148.6 167.9

329.4

Recreation

10.9

11.9

12.7

12.9

14.4

18.6

25.3

27.9

30.9

33.4

35.7

38.3

251. 4

..I..

.....
I

Gasoline service

stations

28.3

30.9

35.5

39.7

40.3

43.1

48.4

53.5

60.7

67.8

72.6

70.1

147.7

Tire, battery, accessory

7.4

8.2

9.5

12.3

13.3

14.5

16.2

19.1

22.0

24.2

26.8

29.6

300.0

Auto repair service

18.7

21. 3

23.4

26.2

30.6

32.7

36.1

38.5

45.1

53.9

60.5

66.8

257.2

Total
Annual rates of increase

$120.7 $133.4 $149.2 $168.4 $186.2 $214.2 $251.4 $282.2 $329.0 $367.6 $412.3 $442.2

10.5

11.8

12.9

10.6

15.0

17.4

12.3

16.6

11. 7

12.2

7.3

266.4

TABLE V . . . AT A GLANCE . . .
Travel-serving businesses payout income not only to their employees (in the form of wages) but to their proprietors as well. There is no accurate measure of the extent of proprietors' income in Georgia, but because it is an important source of income to individuals, some estimates are included below. They are based upon the application of national operating ratios for each type of business to the total sales of that type of business.
This method produces rough estimates only, with total proprietors' income varying directly with sales in each type of business. For this reason the estimates do not necessarily reflect changes in profitability within the time period involved. However, when combined with wages paid employees, they are helpful in indicating the magnitude of direct income payments to individuals by these travel-serving businesses.

TABLE V

THE GEORGIA TRAVEL INDUSTRY

Estimated Proprietors' Income, Selected Trave1Serving Businesses, 1961-1972

(In millions)

Percent

Increase

1961

1962

1963 1964

1965

1966

1967

1968

1969

1970

1971

1972

1961-1972

Lodging

$ 8.0

$ 9.1 $10.2 $ 11. 4 $ 12.3 $ 14.2 $ 16.1 $ 18.6 $ 22.4 $ 25.3 $ 28.8 $ 31. 8

297.5

Eating and drinking

18.8

20.7

22.2 24.9

28.2

31. 4

35.0

40.0

46.0

51.5

57.6

66.7

254.8

..I....

Recreation

6.3

7.0

7.6

8.4

9.6

11.4

11.6

13.3

14.7

15.1

15.5

16.8

166.7

\D

I

Gasoline service

stations

25.6

27.6

29.4 31. 5

33.8

36.9

40.9

45.5

50.4

55.0

64.7

69.7

172.3

Tire, battery, accessory

2.5

2.9

3.2

3.6

3.8

4.1

4.2

4.9

5.5

5.9

6.7

7.5

200.0

Auto repair service

17.3

18.9

20.1 21.8

23.3

25.4

28.0

31.4

34.7

36.7

41.1

45.6

163.6

Total

$78.5

$86.2 $92.7 $101.6 $111.0 $123.4 $135.8 $153.7 $173.7 $189.5 $214.4 $238.1

203.3

Annual rates of increase

9.8

7.5

9.6

9.3

11. 2

10.0

13.2

13.0

9.1

13.1

11.1

TABLE VI AT A GLANCE . . .
Not the least of the measures of economic importance of travel-serving businesses is the amount of tax revenue they contribute to the state.
The most important taxes, in terms of the amount of revenue generated, are sales and use tax and gasoline tax. Also included in this table are license, business, and corporate income taxes paid by the travel-serving businesses listed there. Not included are personal income taxes on incomes generated by these businesses.
Including the very important gasoline tax, during the 1961 - 1972 time period approximately 26% of total state revenue has come from travel~serving businesses. In 1972, this represented payments to the state totaling $297.5 million.
A significant portion,$52.5 million in 1972, is directly attributable to vacation/recreation travelers. This amounted to 4.5% of the total revenue collected by the state of Georgia in that year.
The balance of the taxes paid by the travel-serving businesses is attributable to business and personal travel, and to local and commuting trips.
An additional tax benefit, which has not yet been measured, is to be found in the local property, business, and license taxes which travel-serving firms pay each year to support their local governments and school systems.

TABLE VI

THE GEORGIA TRAVEL INDUSTRY

State Income, Business, and Sales and Use Taxes Paid by Selected Travel-Serving Businesses, Including Taxes Directly Attributable to Tourists, 1961-1972

(In millions)

1961

1962

1963

1964

1965

1966

1967

1968

1969

1970

1971

1972

Percent Increase 1961-1972

Lodging

$ 2.4 $ 2.7 $ 3.0 $ 3.4 $ 3.6 $ 4.1 $ 4.3 $ 5.5 $ 6.6 $ 7.4 $ 8.5 $ 9.3

287.5

Eating and

drinking

7.0

7.5

8.2

8.6

10.1

11.4

12.8

14.5

16.7

18.9

20.7

24.2

245.7

Recreation

1.3

1.5

1.6

1.7

2.6

2.3

2.7

3.9

3.4

2.9

2.7

3.1

138.5

Gasoline service

stations (exc1ud-

I
.N.....
I

ing gasoline tax) 10.9

11.8

12.5

13.4

14.4

15.7

20.5

23.8

26.3

27.7

27.5

29.8

Tire, battery,

173.4

accessory

2.1

2.5

2.7

3.1

3.2

3.8

3.7

4.3

4.9

5.1

5.7

6.4

204.8

Auto repair

and service

1.8

2.0

2.0

2.1

2.2

2.3

2.6

2.9

3.1

3.3

3.3

4.1

127.8

Gasoline taxes

88.8

92.7

97.6 104.5 111.0 120.0 127.9 139.1 150.9 160.8 192.3 220.6

148.4

Total

$114.3 $120.7 $127.6 $136.8 $147.1 $159.6 $174.5 $194.0 $211.9 $226.1 $260.7 $297.5

160.3

Portion attributable to tourists

$ 19.0

$ 20.4

$ 21. 7

$ 23.3

$ 25.5

$ 27.7

$ 31.1

$ 35.4

$ 38.9

$ 41.6

$ 46.2

$ 52.5

176.3

Percent of total

state revenue

4.9

5.2

4.9

4.8

4.6

4.5

4.7

4.8

4.7

4.5

4.5

TABLE VII . . . AT A GLANCE . . .
In 1965 the Division of Research began investigating a means of developing a statistical series that would reflect capital investment in the Georgia travel industry. It was soon evident that the lack of a blanket building permit law in the state made such an undertaking impossible or at best costly. Similarly, U. S. Department of Commerce construction reports could not be utilized since they cover only construction starts authorized by building permit.
In 1966, the Division conferred with F.W. Dodge Company and determined that their statistical services were developed in the detail needed to provide estimates of new construction for the Georgia travel industry.
Shown below in Table VII is spending and the cost per square foot of selected travel industry projects. Since 1966, F.W. Dodge reports that a total of $402 million has been invested in construction by travel serving firms. Investments have been heaviest in lodging facilities, a third of which are metropolitan Atlanta accommodations. In most years more than 50 percent of all projects have been either lodging or eating and drinking places. Travel investment in lodging facilities was particularly heavy in 1972, an investment of $67 million compared with the $93 million annual total.

mE GEORGIA TRAVEL INDUSTRY Construction Investment and Cost Per Square Foot of New Projects and Additions
Begun by Selected Travel-Serving Businesses, 1966-19721

1966

1967

1968

1969

Investment ($000)

Cost Per Foot

Investment ($000)

Cost Per Foot

Investment ($000)

Cost Per Foot

Investment ($000)

Cost Per Foot

Lodging

19,979

$13.44

14,247

$12.46

24,947

$13.42

17,705

$14.96

Eating and Drinking

3,545

14.19

4,435

14.91

8,692

15.19

10,773

16.08

Recreation

16,565

15.10

1,176

11.51

4,993

13.49

9,786

32.74

Service stations/garages

5,547

11.11

3,487

11.18

6,147

11.44

5,738

12.27

Parking garages

Misc. travel firms 2

I

N VI

Total

I

5,490 5,374 56,500

6.60 * *

3,554 3,981 30,880

4.05 * *

5,074 2,874 52,727

5.95 * *

3,170 1,864 49,036

8.63 * *

1970

1971

1972

Lodging

Investment ($000)
37,618

Cost Pet Foot
$19.87

Investment ($000)
27,268

Cost Per Foot
$17.24

Investment ($000)
66,996

Cost Per Foot
$16.86

Eating and Drinking

7,096

17.37

5,825

18.39

10,429

19.46

Recreation

2,555

19.43

19,472

38.85

2,009

13.51

Service stations/garages

4,390

14.53

4,636

14.02

4,635

14.30

Parking garages Misc. travel firms 2

820 2,737

8.84 *

2,779

6.95

4,510

*

1,030 8,080

5.70 *

Total

55,216

*

64,490

*

93,179

*

lConstruction data are developed from F. W. Dodge Company statistical reports. The Tourist Division first contracted for this service in 1966. The types of businesses shown were selected from Dodge listings to closely approximate the travel industry definitions used in this study.

2Non-building structures, transportation services construction and outdoor areas such as parks and playgrounds.

*No cost per square foot is given because costs are erratic or square footage is not available in the Dodge reports.

SECONDARY ECONOMIC BENEFITS

Thus far, only the direct economic impact of the travel dollar has been examined. This impact has been described in terms of travel industry sales, employment, wages, proprietors' incomes, and contributions to state tax revenue.

But the impact of the travel dollar does not stop with these direct effects. There are

other indirect or secondary effects as well, for the travel dollar, like the manufacturing

dollar, adds significantly in many ways to the economy of the area in which it is spent.

I

N

V1 I

In fact, dollars spent by out-of-state travelers in Georgia perform the same vital role

in economic growth and development as dollars received from other states for the sale

of goods manufactured in Georgia. In the one case it is goods which are being "exported,"

. in the other, it is travel services .

The significant point in both instances is that these are "new" dollars; that is, they

are dollars which have been brought from another area and injected into the economy of

the state.

The economic impact of out-of-state expenditures does not cease when the initial expenditures are made. This money continues to have an impact as it circulates throughout the economy of the state.
Initially, of course, this effect is felt by those firms which provide goods and services for the travel-serving businesses. The food store which supplies the restaurant (and the farmer who sells to the food store) and the laundry which serves the motel or hotel are both good examples.
But the process does not stop here. As this money continues to circulate, more and more firms feel its impact. Employees of the travel-serving business (and of the food stores and laundries) spend their wages in many diverse ways, and barber shops, clothing stores, jewelry stores, and shoe repair shops are brought into the impact circle.
Of course, the process does not continue indefinitely, for with each round of spending some of this money is "withdrawn" in the form of savings or taxes or "leakage" to another state through purchases of out-of-state goods or services. Eventually the impact of the out-of-state travel dollar disappears.

But before it does, it has been "multiplied" by this spending and respending process until it has created a total impact which is larger than the initial expenditure itself. Current estimates are that each out-of-state travel dollar is multiplied between 1.5 and 2.0 times. That is, it produces between $1.50 and $2.00 in new spending in the economy of the state into which it is injected.

SOME CONCLUSIONS

What conclusions can be drawn from this brief look at the Georgia travel industry?

In the first place, it is growing, and it is growing in ways which indicate conditions of good

I N

general health.

-....J

I

It already has been noted that while both the number of firms and the number of employees are

increasing, total sales and total wages paid are increasing even more, signifying rises both

in average receipts per firms and average wage per employee.

The rise in average receipts probably is a reflection of larger, higher quality, well-managed travel establishments, examples of which are appearing in major metropolitan areas and along the interstate system throughout the state.

The rise in average wages probably is a reflection more of increased productivity in these new firms than of any significant increase in employee bargaining power due to collective action. Unionization traditionally has not been strong in these firms.

Not yet noted, but of importance, is that the rate of increase in tourist (vacation/recreation) expenditures is greater than the rate of increase in the number of vacation/recreation trips. This increase in expenditures per trip suggests that efforts to encourage visitors to stay longer (and spend more) in the state may be bearing fruit.
Although basically healthy, and certainly growing, the Georgia travel industry nevertheless faces certain problems during the years ahead if it is to continue to progress.
It must continue to find ways to adjust to the changes brought about by the interstate system of highways. These new roads are bringing increasing numbers of travelers into the state, but also are increasingly isolating them from the state as they pass through it. Ways can and must be found to tap this tremendous market. A description of Georgia's interstate system and its impact is found later in this report.
In tapping the pass-through market, attractions playa key role. The industry must continue to develop attractions with pulling power. The pass-through traveler must begin to think of Georgia as a state with many interesting things to see and do, rather than as one containing only a number of good restaurants and motels at key interchanges.

The industry must continue to develop and promote destination areas. At the same time it must view the pass-through traveler with the proper perspective. All trips are "pass-through" until they reach their final destination. Much of Florida resembles Georgia in that it contains primarily pass-through traffic. The challenge is to develop attractions and accommodations along the way which made the entire trip a rich vacation/recreation experience for the travelers.

The industry must continue to improve its standards. As mobility increases, the traveler has far more to choose from, and he becomes ever more selective and quality conscious. Standards which were adequate for the sixties may not continue to be in the seventies.

And finally, the travel industry must learn to cope with current energy problems. Although the

I

lifting of the Arab oil embargo lessened the "crisis" status of our energy problems, most industry

N l.O

and government experts forsee no early end to short supplies in the face of increasing energy

I

demands. The American Petroleum Institute forecasts that energy demand will almost triple

by the end of this century. Georgia has been very fortunate to date in the availability of

energy resources, but the nationwide picture has had marked influence on travel patterns in the

state. The Georgia travel industry should consider the energy issue an opportunity to investigate

ways in which to work together to promote the interests of its various segments and of the state

as a whole.

Travel is a major income producing activity in the United States. In some areas it outranks other economic activity in generating income and employment. It is of tremendous importance to the ~conomy of Georgia as the table that follows illustrates in its summary of the economic highlights of the travel industry from 1961 through 1972.

TABLE VIII

THE GEORGIA TRAVEL INDUSTRY

.

Economic Highlights, 1961-1972

(In millions)

Percent

Increase

1961 1962 1963 1964 1965 1966 1967 1968

1969

1970 1971 1972 1971-1972

Travel by automobile Trips Persons

7.2

7.8

8.1

8.8

9.7 10.9 11.8 13.1

21. 5 23.2 24.0 26.1 28.8 32.4 35.0 39.1

14.8 44.0

15.7 16.9 46.6 50.7

18.2 53.9

152.8 150.7

Travel expenditures

Business and pleasure $415.0 $467.6 $502.7 $569.1 $648.7 $730.9 $804.4 $911.8

Tourist travel only 297.0 331. 7 356.6 403.7 460.2 518.6 570.7 646.8

Via automobile

273.2 305.2 328.1 371.4 423.4 477.1 525.0 595.1

Via common carrier 23.8 26.5 28.5 32.3 36.8 41.5 45.7 51.7

$1,022.8 $1,075.4 1,182 1,316

725.5

763.5 839 934

667.5

702.3 757 850

58.0

61. 2

82

84

217.1 214.5 211.1 252.9

(In thousands)

Percent

Selected travel-serving

Increase

businesses

1961

1962

1963

1964

1965

1966

1967

1968

1969

1970

1971

1972

1961-1972

Number of firms

17,030 17,940 18,460 19,400 19,900 20,500 20,800 21,200 21,340 21,910 22,250 22,700

33.3

Number of employees

56,720 61,600 65,330 70,620 74,240 78,520 83,380 88,880 93,810 98,890 103,970 109,270

92.6

(In millions)

Sales and receipts

$795.1 $873.1 $936.4 $1025.9 $1116.6 $1231.6 $1369.0 $1546.5 $1744.5 $1882.8 $2170.6 $2402.6

202.2

Wages paid employees

120.7 133.4 149.2 168.4 186.2 214.2 251.4 282.2 329.0 367.6 412.3 442.2

266.4

Proprietors' income

78.5

86.2

92.7 101.6 111.0 123.4 137.4 155.4 175.6 189.5 214.4 238.1

203.3

I

e".

~
I

State taxes ,Eaid

Total, including gasoline tax

$114.3 $120.7 $127.6 $136.8 $147.1 $159.6 $174.5 $194.0 $211.9 $226.1 $260.7 $297.5

160.3

Percent of state revenue

29.3

31.0

28.8

27.9

26.8

26.9

26.1

26.3

25.0

24.3

25.6

Amount attributable to tourists

$ 19.0 $ 20.4 $ 21. 7 $ 23.3 $ 25.5 $ 27.7 $ 31.1 $ 35.4 $ 38.9

41.6 $ 46.2 $ 52.5

176.3

Percent of state revenue

4.9

5.2

4.9

4.8

4.6

4.5

4.7

4.8

4.7

4.5

4.5

4.1

CHARACTERISTICS OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS

This section contains a series of tables describing vacation/recreation travelers in Georgia--

I

as seen through the Division's travel research program from 1961-1972.

(,N

(,N

I

These travelers were first examined in 1960-61, and some of the information uncovered then is

republished here because basic travel characteristics change slowly.

Additional data based upon more recent analysis (1964-1967) of visitor registers and mail-back questionnaires from the welcome centers can be found later in this report.

TABLE IX . . . AT A GLANCE . . .
The first group of tables in this section deals with the origin and destination of vacation/recreation travelers on Georgia highways.
The table below summarizes the total trips taken each year since 1960-61, and the number of persons who took these trips. It also indicates how many were by residents of Georgia, and how many wervby out-of-state visitors.
The original 1960-61 estimates were in terms of one-way trips. A journey from home to a recreation destination and return was counted as two trips. This was statistically useful in analyzing highway information and in dealing with pass-through trips with long stays in Florida, but it was confusing to many. All estimates now are for round trips, as long as the stay at the destination is no more than three months. That is, a trip through Georgia to Florida with a return a month later is treated as one, not two trips.
This table shows only origins; the next shows destinations as well.

TABLE IX
ORIGIN AND DESTINATION OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS
Total Trips and Persons, by Residents and Non-Residents, 1961-1972

Georgia Residents

Out-of-State Residents

Total

Trips:

1961

1962

1963

1964

1965

I
v.

1966

V1 I

1967

1968

1969

1970

1971

1972

3,835,000 4,121,100 4,240,400 4,545,600 4,968,500 5,922,800 6,163,400 6,899,300 7,757,400 8,222,200 8,803,000 9,218,300

3,368,100 3,682,000 3,829,000 4,240,000 4,735,500 5,010,800 5,666,200 6,242,200 7,018,600 7,439,100 8,075,000 8,950,300

7,203,100 7,803,100 8,069,400 8,785,600 9,704,000 10,933,600 11,829,600 13,141,500 14,776,000 15,661,300 16,878,000 18,168,600

Persons:
1961 1962 1963 1964 1965 1966 1967 1968 1969 1970 1971 1972

12,029,800 12,928,900 13,291,600 14,276,000 15,601,100 18,531,100 19,283,900 21,663,800 24,358,200 25,827,200 27,927,200
28,945,500

9,476,600 10,271,700 10,664,700 11,800,000 13,201,600 13,865,600 15,682,700 17,444,500 19,608,900 20,773,000 22,772,300 24,960,200

21,506,400 23,200,600 23,956,300 26,076,000 28,802,700 32,396,700 34,966,600 39,108,300 43,967,100 46,600,200 50,699,500 53,905,700

TABLE X . . . AT A GLANCE . . .
As was noted in the first section of this report, most vacation/recreation trips by Georgians are to destinations within the state. On the other hand, most out-of-state residents traveling in Georgia are on their way to other states.
This table gives a twelve-year comparison of trips and persons, from Georgia and from out of state, and shows how many of each were on their way to destinations in the state and elsewhere.
The next table shows selected state or regional home origins.

TABLE X
ORIGIN AND DESTINATION OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS
Trips and Persons, by Major Origin and Destination, 1961-1972

Georgia Residents With Destinations

Trips:

In Georgia

Out-of-State

1961

3,328,300

1962

3,574,800

1963

3,678,000

1964

3,944,100

I
.V..o...l
I

1965 1966

4,311,500 5,195,300

1967

5,407,700

1968

6,019,700

1969

6,766,900

1970

7,168,900

1971

7,670,700

1972

8,032,900

506,700 546,300 562,400 601,500 657,000 727,500 755,700 879,600 990,500 1,053,300 1,132,300 1,185,400

Persons:

1961 1962 1963 1964 1965 1966 1967 1968 1969 1970 1971 1972

10,441,400 11,215,200 11,529,100 12,389,000 13,538,100 16,261,300 16,926,100 18,901,900 21,248,100 22,518,600 24,335,000 25,223,300

1,588,400 1,713,700 1,762,500 1,887,000 2,063,000 2,269,800 2,357,800 2,761,900 3,110,100 3,308,600 3,592,200 3,722,200

Out-of-State Residents With Destinations

In Georgia

Out-of-State

336,900 362,600 373,200 398,400 439,000 453,500 524,400 720,300 782,200 777 ,900 840,900 931,300

3,031,200 3,319,400 3,455,800 3,841,600 4,296,500 4,557,300 5,141,800 5,521,900 6,226,400 6,661,200 7,234,100 8,019,000

1,032,600 1,110,300 1,141,400 1,219,900 1,343,300 1,378,600 1,594,200 2,204,100 2,424,000 2,381,300 2,599,800 2,849,800

8,444,000 9,161,400 9,523,300 10,580,100 11,858,300 12,487,000 14,088,500 15,240,400 17,184,900 18,391,700 20,172,500 22,110,400

All Travelers
7,203,100 7,803,100 8,069,400 8,785,600 9,704,000 10,933,600 11,829,600 13,141,500 14,776,000 15,661,300 16,878,000 18,168,600
21,506,400 23,200,600 23,956,300 26,076,000 28,802,700 32,396,700 34,966,600 39,108,300 43,967,100 46,600,200 50,699,500 53,905,700

TABLE XI . . . AT A GLANCE . . .
This table and the following one show the home regions of all vacation/recreation travelers in the state as determined in the original highway survey.
Because of the importance of Florida, the two tables that follow show Florida separately, both as an origin and as a destination.
Note the high percentage of trips from the Mid-East, New England, and Great Lakes regions which had Florida as a destination. This is consistent with National Travel Survey findings of interregional travel. The northeast and north central states have a greater flow of trips out of their region and the south has a greater flow into its area.
And again note that 87% of all vacation/recreation trips by Georgians have a Georgia destination.

ORIGIN AND DESfINATION OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS
Percentage Distribution of Destinations of Travelers from Selected States and Regions, 1961

Home of Traveler

Georgia

Destination of Travelers Florida Other States All Destinations

Georgia

86.8%

6.8%

6.4%

100.0%

Florida

14.8

85.2

100.0

Other Southeast

22.4

62.9

14.7

100.0

I

VI \0

Mid-East

3.5

93.5

3.0

100.0

I

New England

2.0

94.7

3.3

100.0

Great Lakes

6.2

92.8

1.0

100.0

Plains

9.5

82.4

8.1

100.0

Southwest

22.4

25.3

52.3

100.0

Rocky Mountains

24.4

61.4

14.2

100.0

Far West

24.6

38.6

36.8

100.0

Canada and Other

Foreign Countries

2.3

96.6

1.1

100.0

Total

53.4

34.1

12.5

100.0

TABLE XII . . . AT A GLANCE . . .
This table is based on the same data as the previous one, but the percentages are computed differently.
Here the objective is to show, for a given destination, the percent which comes from each of the listed regions. For instance, the last column shows that 55.9% of all travelers on Georgia highways (regardless of destination) are from Georgia, 7.6% are from Florida, 10.9% are from the Great Lakes, etc.
The first column indicates that 91.0% of those with a Georgia destination were Georgians, 2.1% were from Florida, and 4.2% were from other southeastern states.
Georgia has tremendous appeal as a destination for its own residents and for those of neighboring states. Its appeal diminishes, however, as the distance from the state increases.
It should be emphasized that even though almost half those traveling Georgia's highways have a destination elsewhere, they are important economically to the state today, and they constitute a tremendous market which can be tapped even more in the future.

TABLE XII
ORIGIN AND DESTINATION OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS
Percentage Distribution of Origins of Travelers from Selected States and Regions, Classified by Major Destination, 1961

Destination of Travelers

Home

Georgia

Florida

Other States

All Destinations

Georgia

91. 0

11. 2

28.5

55.9

Florida

2.1

51.5

7.6

Other Southeast

4.2

18.6

11. 7

10.1

I

+::-
~

Mid-East

.7

28.3

2.4

10.3

I

New England

.1

6.3

.6

2.3

Great Lakes

1.3

29.7

.9

10.9

Plains

.2

2.2

.6

.9

Southwest

.3

.5

2.8

.7

Rocky Mountains

*

.2

.1

.1

Far West

.1

.3

.8

.3

Canada, Other Foreign Countries
Total

* 100.0%

2.7 100.0%

.1 100.0%

.9 100.0%

* Less than one tenth of one percent.

TABLE XIII .

AT A GLANCE

The previous two tables were in percentages. Here are the actual numbers of travelers for 1972 and where they came from.

Although some of the percentages on the previous tables were small, the actual numbers are impressive. For example, 665,000 Floridians vacationed in Georgia in 1972, and 3.6 million more passed through the state enroute to other destinations.

In total, 53.9 million vacation/recreation travelers were on Georgia highways, an increase of 151 percent over the 1960-61 estimate.

TABLE XIII
ORIGIN AND DESTINATION OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS
Number of Persons from Selected States and Regions, by Major Destination, 1972

Destination of Traveler

Home of Traveler

Georgia

Florida

Other States

All Destinations

Georgia

25,223,300

2,034,900

1,903,800

29,162,000

Florida

665,000

3,530,900

3,602,600

4,267,600

Other Southeast

I

.p. <.M

Mid-East

I

New England

1,319,100 215,900 27,200

3,530,900 5,388,700 1,205,800

823,100 170,600 42,100

5,673,100 5,775,200 1,275,100

Great Lakes

398,900

5,654,500

62,600

6,116,000

Plains

50,700

411,200

40,400

502,300

Southwest

87,700

93,200

192,900

373,800

Rocky Mountains

15,200

36,000

8,300

59,500

Far West

40,100

59,200

56,300

155,600

Canada, Other Foreign Countries

30,000

509,300

6,200

545,500

Total

28,073,100

18,923,700

6,908,900

53,905,700

TABLE XIV . . . AT A GLANCE . . .
Because of the importance of the Southeast, Great Lakes, and Mid-East, the number of travelers from each state in these regions is shown here separately for 1972.
This table is for out-of-state visitors only. Georgia residents are not included in the Southeast totals.
The most important states regardless of destination are Florida, New York, Ohio, Illinois, Tennessee, Pennsylvania, Michigan, and New Jersey.
The states producing the most travelers with Georgia destinations are Florida, Alabama, Tennessee, South Carolina, North Carolina, Ohio, and Illinois.

TABLE XIV
ORIGIN AND DESTINATION OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS
Number of Persons from Southeast, Great Lakes, and Mid-East States, by Major Destination, 1972

Home of Traveler

Georgia

Destination of Traveler

Florida

Other States

All Destinations

Southeast

1,984,100

3,530,900

4,425,800

Alabama

421,800

176,900

203,100

Arkansas

10,100

13,100

16,200

Florida

659,100

3,602,600

Kentucky

61,700

554,600

15,400

I

Louisiana

14,500

17,400

88,600

+:-
(Jl

Mississippi

20,800

16,300

41,100

I

North Carolina

146,800

655,900

129,000

South Carolina

211,400

338,200

208,900

Tennessee

366,500

986,400

51,000

Virginia

46,600

529,000

66,700

West Virginia

24,800

243,100

3,200

9,940,800 801,800 39,400
4,261,700 631,700 120,500 78,200 931,700 758,500
1,403,900 642,300 271,100

Great Lakes Illinois Indiana Michigan Ohio Wisconsin

398,900 122,000
43,300 81,700 130,500 21,400

5,654,500 1,365,000
795,800 1,124,900 2,069,100
299,700

62,600 18,800
3,500 13,800 16,400 10,100

6,116,000 1,505,800
842,600 1,220,400 2,216,000
331,200

Mid-East Delaware
District of Columbia Maryland New Jersey New York
Pennsylvania

215,900 14,100 8,600 15,200 43,900 75,000 59,100

5,388,700 65,200
143,800 358,500 1,083,300 2,561,500 1,176,400

170,600 2,700 7,500
17,400 52,300 59,200 31,500

5,775,200 82,000
159,900 391,100 1,179,500 2,695,700 1,267,000

TABLE XV . . . AT A GLANCE . . .
This table shows how vacation/recreation travel on Georgia highways varies by season.
The most important season for all travelers is the summer. In 1961, 44% of all trips, involving 50% of all persons, were taken during summer months.
Note, however, how the seasonal pattern varies for different types of trips.
One half of the Georgia to Georgia trips are in the summer, a little over one third in the spring, and the balance is split between fall and winter. This same pattern prevails for the Georgia to other states and the other states to Georgia patterns except that the percentage of summer trips is higher and spring trips lower. There also are a few more winter trips.
However, the other states to other states (pass-through) pattern is far different, being almost equally divided between spring, summer, and winter, with fall being the only low season. The winter travel is especially important. Three out of every four vacation/recreation trips on Georgia highways during the winter months are pass-through trips.
The percentages for persons follow the same pattern, except that the larger number of persons per vehicle (family trips) in the summer months causes the percentage of persons traveling in that season to be slightly higher than trips, and to be correspondingly lower in other months.
This table is based on the 1960-61 highway survey, but current welcome center information shows substantially the same seasonal pattern and variance in the number of persons traveling in each party.

TABLE XV
ORIGIN AND DESTINATION OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS

Seasonal Variation, Trips and Persons, by Major Origin and Destination, 1961

Origin and Destination Georgia to Georgia

Spring

Summer

Fall

Winter

Total

Trips Persons Georgia to Other States

36%

50%

8%

6%

100%

34

56

5

5

100

I

Trips

~

'-l

I

Persons

21%

63%

5%

11%

100%

19

68

4

9

100

Other States to Georgia

Trips

26%

Persons

24

Other States to Other States

58%

6%

64

5

10%

100%

7

100

Trips Persons All Travelers

27%

33%

11%

29%

100%

26

38

10

26

100

Trips Persons

31%

44%

9%

16%

100%

29

50

7

14

100

TABLE XVI . . . AT A GLANCE . . .
Shown here are the purposes for which vacation/recreation travelers on Georgia highways spent their money in Georgia from 1961 through 1972.
Out-of-state residents took 49 percent of the total trips in 1972, but accounted for 55 percent of the total expenditures. Many of the trips by Georgians are relatively short, which pulls their average expenditure per trip down.
Food and lodging together account for over one half the total expenditure.
These figures are in millions of dollars. The next table represents percentage distributions of these expenditures and enables some interesting comparisons to be made.

TABLE XVI EXPENDITURES BY VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS
Totals, by Resident and Non-Resident Travelers, by Major Type of Expenditure, 1961-1972
(In millions)

Georgia Travelers

Type of Expendi ture

1961

1962 1963

1964

1965

1966

1967

1968

1969

1970

1971

1972

Lodging Food Automobile
expenses Entertainment Gifts, etc.

$ 29.9 44.7
30.0 21. 8 9.7

$ 33.0 49.1
33.1 24.0 10.7

$ 34.8 52.5
35.3 25.6 11. 3

$ 38.0 56.7
38.1 27.6 12.3

$ 41.6 62.2
41.9 30.3 13.5

$ 51. 2 76.3
50.9 37.4 16.5

$ 53.8 80.3
53.5 39.3 17.4

$ 60.2 89.7
60.1 43.8 19.4

$ 67.6 100.9
67.5 49.3 21.8

$ 72.3 106.9
71.6 52.2 23.1

$ 76.8 114.7
76.8 56.0 24.8

$ 83.7 124.9
83.6 61. 0 27.0

Total

$136.1 $149.9 $159.5 $172.7 $189.5 $232.3 $244.3 $273.2 $307.1 $326.1 $349.1 $380.2

I

Out-of-State Travelers

~

'"I

Lodging

$ 23.8 $ 26.5 $ 28.7 $ 31. 3 $35.2

$ 34.8 $ 40.1 $ 47.8 $ 53.3 $ 54.6 $ 59.5 $ 68.5

Food

48.2

53.9

57.9

64.4

72.8

87.7

100.4

113.7

127.4

133.8

145.0

167.0

Automobile

expenses

35.6

39.8

42.8

47.6

54.0

59.9

68.5

76.3

85.7

90.4

98.1

113.0

Entertainment 13.9

15.5

16.6

18.3

20.6

21.8

25.1

29.8

33.3

34.3

37.1

42.7

Gifts, etc.

15.6

17.4

18.7

20.7

23.4

40.6

46.6

54.3

60.7

63.1

68.3

78.6

Total

$137.1 $153.1 $164.7 $182.3 $206.0 $244.8 $280.7 $321.9 $360.4 $376.2 $408.0 $469.8

All Travelers

Lodging Food Automobile
expenses Entertainment Gifts, etc.

$ 53.7 92.9
65.6 35.7 25.3

$ 59.5 103.0
72.9 39.5 28.1

$ 63.5 110.4
78.1 42.2 30.0

$ 69.3 121.1
85.7 45.9 33.0

$ 76.8 135.0
95.9 50.9 36.9

$ 86.0 164.0
110.8 59.2 57.1

$ 93.9 180.7
122.1 64.3 64.0

$108.0 203.4
136.4 73.6 73.7

$120.9 228.3
153.2 82.6 82.5

$126.9 240.7
162.0 86.5 86.2

$136.3 259.7
174.9 93.1 93.1

$152.2 291. 9
196.6 103.7 105.6

Total

$273.2 $303.0 $324.2 $355.0 $395.5 $477 .1 $525.0 $595.1 $667.5 $702.3 $757.1 $850.0

TABLE XVII . . . AT A GLANCE . . .
This percentage distribution is for 1972. The 1960-71 distributions are similar.
More of the out-of-state travel dollar goes for food and automobile expenses, but the passthrough traveler greatly influences this distribution. A similar distribution for out-of-state residents with Georgia destinations would show far higher expenditures for lodging and entertainment, which tend to be destination oriented expenditures, and smaller expenditures for automobile expenses, which tends to be an enroute expenditure.
If all pass-through parties spent at least one night in the state the out-of-state lodging expenditure percentage would be higher. As it is, a number of travelers on coastal routes have no lodging expenditure at all in Georgia.

TABLE XVII
EXPENDITURES BY VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS
Percentage Distribution, by Resident and Non-Resident Travelers, by Major Type of Expenditure, 1972

Type of Expenditure

Georgia Travelers

Out-of-State Travelers

All Travelers

I U1

Lodging

~

I

Food

22.0

14.5

17.9

32.9

35.6

34.4

Automobile expenses

22.0

24.0

23.1

Entertainment

16.0

9.1

12.2

Gifts, etc.

7.1

16.8

12.4

Total

100.0%

100.0%

100.0%

TABLE XVIII . . . AT A GLANCE . . .
These are the purposes travelers in the 1960-61 survey gave for their trips.
Most parties were on multi-purpose trips. The single purpose vacation/recreation trip today is a rarity.
General relaxation and fun was checked most often by all origin and destination groups. Even so, it received considerably less mention by Georgians vacationing in Georgia than by Georgians vacationing in other states, or by out-of-state travelers vacationing either in Georgia or elsewhere. Perhaps what is really meant here is that relaxation and fun is associated with getting "away" and doing different things.
Viewing scenery was a strong second choice for all groups except Georgians vacationing in Georgia, who selected beaches and swimming instead. Interestingly, just as many out-of-state residents visiting Georgia selected viewing scenery as did Georgians vacationing in other states, but this purpose was chosen by far fewer of the Georgians visiting the state. Georgians tend to be less impressed by the scenery close at home, even though others may travel far to see it.
Visiting historical places was also an interesting choice. Only 10.9% of Georgians traveling at home and 28.4% of those traveling elsewhere chose it. Yet Georgia's historic appeal is equal to that of other states as shown by the almost equal number of out-of-state travelers with Georgia and with out-of-state destinations who selected it.
Beaches and swimming were strong choices by all groups, although Georgia's beaches do not seem to have quite the appeal of those in other states.
Picnicking, boating and water skiing, hunting, and sports, all were listed more by those vacationing in Georgia than by those vacationing elsewhere. However, it should be remembered that Georgia's vacationers tend to come from Georgia and neighboring states, and these are the types of activities which probably would be carried on close to home.

TABLE XVIII
PURPOSE OF VACATION/RECREATION TRIPS ON GEORGIA HIGHWAYS Percentage Distribution, by Major Origin and Destination, 1961a

Georgia Residents With Destinations

Out-of-State Residents With Destinations

Trips Purpose

In Georgia

Out-ofState

Total

In Georgia

Out-of- Total State

All Travelers

General air of relax-

ation and fun

41. 7

View scenery

36.3

Beaches, swimming

38.3

Visit historical place 10.9

Fishing

31.1

I

Picnicking

32.4

(Jl
VI

Visit State Parks

14.3

I

Engage in or watch

sports or sporting

event

14.4

Visit National Park

5.9

Boating or water

skiing

30.3

Dancing, night life

4.8

Attend conventions

9.0

Camping

9.6

Hunting

5.7

Number of trips in the

sample

(1153)

57.8 54.0 53.6 28.4 30.8 24.6 18.5
8.5 20.4
14.2 8.5 6.6 7.6 3.3
(211)

44.2 39.1 40.6 13.6 31.0 31.2 15.0
13.5 8.1
27.8 5.4 8.7 9.3 5.4
(1364)

54.9 53.7 37.3 34.9 13.4 23.9 20.3
17.9 14.9
10.2 7.8 7.2 3.3 1.2
(335)

69.0 62.7 53.6 38.4 24.0 16.4 17.3

67.7 61.9 52.1 38.1 23.1 17.0 17.6

15.4 17.6
9.2 10.2 4.3
3.9 .7
(3400)

15.7 17.3
9.2 9.9 4.5 3.8
.8
(3735)

61.4 55.8 49.0 31.5 25.2 20.8 16.9
15.1 14.9
14.2 8.7 5.6 5.3 2.0
(5099)

acomputed from multiple choice answers. Percentages do not add to 100 percent, but each is a percentage of total trips given at the bottom of the column.

TABLE XIX. . . AT A GLANCE . . .
This table illustrates how the size of vacation/recreation parties varies from season to season, and by the origin and destination of the party.
Two important facts stand out.
The first is the increase in the size of parties in the summer months, the time of year when most family vacations are taken.
The second is the much smaller average size of pass-through parties. Although they do not differ much in size seasonally from other parties, there are many more of them in the winter (to a great extent couples without children on Florida trips) when the average party size is smaller. This brings their overall average down to 2.8 persons per vehicle, compared with 3.1 for other parties.

TABLE XIX
NUMBER OF PERSONS PER VACATION/RECREATION PARTY ON GEORGIA HIGHWAYS
Seasonal Variation, by Major Origin and Destination, 1961

Major Origin and Destination of Trip

Spring

Persons Per Vehicle

Summer

Fall

Winter

All Seasons

Georgia to Georgia

3.0

3.4

2.1

2.8

3.1

Georgia to Other States

2.8

3.4

2.4

2.5

3.2

Other States to Georgia

2.8

3.4

2.3

2.4

3.1

I

U1 U1

Other States to Other States 2.6

3.2

2.6

2.5

2.8

I

Total

2.7

3.3

2.4

2.5

2.9

TABLE XX . . . AT A GLANCE . . .
This table shows the number of days spent in Georgia and on the entire trip by vacationl recreation travelers on Georgia highways during 1960-61.
The Georgia to Georgia averages are the lowest because of the large number of one-day recreational trips. The average does rise somewhat in the summer months.
Note especially the impressive length of the entire trip in the other states to other states category. This is a reflection of the extended trip to Florida. The summer average is reduced somewhat by the more normal length family vacation trip which occurs then.
The out-of-state visitors who spend the most time in the state are, of course, those who are vacationing in the state, rather than just passing through it.

TABLE XX
LENGTH IN DAYS OF VACATION/RECREATION TRIPS ON GEORGIA HIGHWAYS
Seasonal Variation of Days in Georgia and on Total Trip, by Major Origin and Destination, 1961

Major Origin and Destination of Trip

Spring

Number of Days

Summer

Fall

Winter

All Seasons

Georgia to Georgia

Days in Georgia

1.2

1.8

1.4

1.4

1.5

Days on entire trip

1.2

1.8

1.4

1.4

1.5

I

Georgia to Other States

U1

-...J

I

Days in Georgia

1.9

2.0

2.1

1.5

1.9

Days on entire trip

8.2

7.9

8.7

12.9

8.3

Other States to Georgia

Days in Georgia

4.3

5.8

8.3

4.4

5.4

Days on entire trip

8.1

9.5

10.6

14.2

9.6

Other States to Other States

Days in Georgia

2.1

2.1

2.0

2.1

2.1

Days on entire trip

33.0

18.1

25.7

28.7

26.3

All Travelers

Days in Georgia

1.9

2.3

2.3

2.2

2.1

Days on entire trip

21.7

11.6

19.3

26.1

18.1

GEORGIA WELCOME CENTERS

Shortly after the 1960-61 highway survey was completed, the Tourist Division opened its first welcome center on US 301, then the state's busiest tourist route. Since that time seven additional centers have been built on major travel routes and a center was established at the Atlanta Airport. An eighth highway center, in the planning stages, is scheduled to open in 1975 on 1-95 at the GeorgiaFlorida border.

In addition to the main duties of welcoming visitors and providing information and refreshments,

welcome center hostesses also assist in collecting current data on the characteristics of out-of-

I tTl

state visitors. During the first two years a center is open, out-of-state visitors are given a card

ID I

questionnaire to be answered after the trip in Georgia is complete. Visitors are also encouraged

to sign a register and answer brief questions about the trip and the party.

This section gives estimates of the number of visitors to Georgia's welcome centers each year since 1962, characteristics of the parties stopping there, and information about their trip in Georgia. When it is available," information from the 1960-61 highway survey is repeated for comparison.

The information in this section was scheduled for updating during the past fiscal year but the plans were held in abeyance due to the energy crisis. Plans now are to begin the survey later this fall.

TABLE XXI ... AT A GLANCE ...
Each month the Division of Research makes estimates of the number of visitors to Georgia welcome centers. An average size party is computed monthly from visitor registers maintained at each center. Automatic traffic counters and party size are used to estimate visits. The results are then adjusted for multi-axle vehicles, drive through traffic, and other appropriate factors. Annual estimates for each center since 1962 appear in the table below.
Visits to Georgia welcome centers climbed steadily from 1962 to a record number in 1972. Visits held steady for th~ first eight months of 1973, then began to decline as rumors of gasoline shortages began to surface. Visits in the closing months of 1973 continued to decline and total visits reached 3,927,100 for the year. It should be pointed out, however, that 1972 visits represented a record year of change, a 28 percent increase over 1971.
Over the past twelve years 22.1 million visitors have experienced the hospitality of Georgia's eight welcome centers. The goodwill created by these centers often results in repeat visits to Georgia and extends to an even greater number of potential visitors through word-of-mouth advertising.

TABLE XXI

VISITORS TO GEORGIA WELCOME CENTERS

Estimated Visits to Each of Georgia's Eight Welcome Centers, 1962-73

(In thousands)

Welcome Centers

1962

1963

1964

1965

1966

1967

1968

1969

19702 1971

1972

1973

1962-73

Atlanta}

185.3 208.8 208.1 157.6 101.6 109.5 148.9 1,119.8

Augusta

5.5* 62.4 226.2 547.0 632.5 1,473.6

Columbus

34.1* 84.9

119.2 128.7 165.4 207.9 163.1 159.4 169.9 1,232.6

I
.0...-..

Lavonia

I

Ringgold

176.0 36.2*

289.2 172.5

314.9 263.0

398.6 302.0

483.5 432.2

587.4 566.9

644.1 656.9

708.8 771.7

653.6 760.8

4,256.1 3,962.2

Savannah

29.5* 84.9 124.6 250.1

306.4 393.8 358.9 335.4 315.3 467.3 452.0 3,118.2

Sylvania 56.7* 136.3 108.9 121.0

87.9

99.3 130.7 217.6 224.9 282.4 366.5 370.2 2,202.4

Valdosta

16.7* 476.9 585.7 721.8 687.3 696.8 824.6 739.2 4,749.0

Total

56.7

165.8 193.8 491.9 901.3 1,765.0 2,148.3 2,593.0 2,829.8 3,086.4 3,954.8 3,927.1 22,113.9

*Partia1 year of operation. 1At1anta Airport estimated by Tourist Division, Georgia Department of Industry and Trade 2At1anta Airport cut hours of operation in 1970

TABLE XXII . . . AT A GLANCE . . .
This table offers a comparison of the home regions of welcome center visitors and those interviewed throughout the state during 1960-61.
The over-all highway and welcome center patterns are similar. Home origins at each center, however, primarily are a reflection of location with respect to Florida. For example, notice Mid-East travelers at the Sylvania Center compared with Ringgold. Mid-East travelers enroute to Florida can reach their destination most directly via US 301 on which the Sylvania Center is located. The Great Lakes direct route to Florida is 1-75, the site of the Ringgold Center.
Note also, the similarity of the Ringgold and Valdosta distributions. Both Centers are on 1-75, Ringgold reflecting south-bound traffic and Valdosta north-bound.
Parties from surrounding southeastern states are an important part of vacation/recreation travel throughout the state.

TABLE XXII
OUT-OF-STATE VISITORS TO GEORGIA WELCOME CENTERS
Percentage Distribution of Home Regions in Selected Years Compared with the 1960-61 Highway Survey

Home Region

Highway Survey 60-61

Sylvania Savannah

1964

1965

Lavonia 1966

Ringgold 1966

Valdosta 1967

Southeast

40.1

30.8

41.9

61. 7

34.8

34.9

Mid-East

23.5

43.1

27.7

19.6

2.8

6.6

New England

5.2

8.6

7.3

4.8

0.6

1.4

I

(]\

V'I I

Great Lakes

24.8

11.4

10.3

3.5

50.3

46.3

Plains

2.0

0.7

2.5

1.3

7.6

5.8

Southwest

1.5

2.8

4.1

9.3

1.1

Rocky Mountains

0.2

0.1

0.7

0.4

0.1

0.4

Far West

0.6

1.3

4.0

3.6

1.2

1.4

Canada, Other Foreign Countries 2.1

3.8

2.7

0.8

2.2

2.1

No Response

0.2

0.1

0.3

0.1

Total

100.0

100.0

100.0

100.0

100.0

100.0

TABLE XXIII . . . AT A GLANCE . . .
Welcome center visitors were asked about the purposes of their trip. Most of them were traveling on a vacation/recreation type trip, but many planned to visit friends or relatives during the course of the journey. (Note: Visitors were allowed to state more than one purpose of trip and the responses do not add to 100%, but each response is a percent of the number of parties surveyed.)
Secondary reasons for travel also included business purposes, but those on strictly business trips were excluded from this tabulation. Parties on combined business and pleasure or other types of trips ranged from a high of 17% at the Lavonia Center to a low of 8.5% at Valdosta.
Data gathered during the 1960-61 survey are not completely comparable to the response shown in this table and are omitted from the comparison.

TABLE XXIII OUT-OF-STATE VISITORS TO GEORGIA WELCOME CENTERS Percentage Distribution of Trip Purpose in Selected Years

Trip Purpose

Sylvania 1964

Savannah 1965

Lavonia 1966

Ringgold 1966

Valdosta 1967

Vacation/Recreation

83.5

84.9

73.5

83.0

83.7

Visit Friends and

I

Relatives

0\

(Jl

I

Business

58.1 9.5

39.9 11. 7

65.0 17.2

55.5 12.9

58.4 8.6

Personal

7.2

8.2

12.0

9.6

6.6

No Response

1.6

1.4

0.3

0.5

0.1

Number of parties responding

915

1,492

1,034

659

2,233

TABLE XXIV . . . AT A GLANCE . . .
Here is a comparison of the number of days spent in Georgia by out-of-state visitors surveyed in the original 1960-61 survey and at Georgia welcome centers during selected years.
Visitors to the Sylvania Center most closely resemble the statewide traveler in the initial study. This is to be expected because a major part of total out-of-state travel in Georgia is enroute to and from Florida on US 301, the location of this Center.
Note how many more parties questioned at welcome centers stay longer in Georgia than those surveyed in 1960-61. Almost half of the Lavonia visitors spent three or more days in the state compared with only 9% in the original study. Savannah, Ringgold, Valdosta, and Sylvania visitors, in that order, spend the next longest periods of time in Georgia.

'ABLE XXIV
OUT-OF-STATE VISITORS TO GEORGIA WELCOME CENTERS
Percentage Distribution of Days Spent in Georgia in Selected Years Compared with the 1960-61 Highway Survey

Days in Georgia

Highway Survey 1960-61

Sylvania 1964

Savannah 1965

Lavonia 1965

One

Two

Three

Four

Five

Six

Seven

8 - 14

I (J\

15 and over

-...J I

No response

30.2 60.9
2.7 1.3 0.7 0.1 0.9 1.4 0.4 1.5

31. 3 48.8
7.3 2.0 1.5 0.8 0.2 2.0 0.7 5.5

25.4 33.3 14.1
7.0 3.4 2.1 1.3 4.1 1.3 8.1

17.6 33.8 17.2
9.0 5.8 2.9 1.8 3.7 1.4 6.7

Number of parties responding

3,735

915

1,492

1,034

One-two days in Georgia

91.1

80.1

58.7

51.4

Three or more days

in Georgia

8.9

19.9

41. 3

48.6

Ringgold 1966
9.0 50.7 16.5
6.1 2.3 2.3 1.7 3.6 2.4 5.5
659
59.7
40.3

Valdosta 1967
12.0 51.9 17.3
4.1 2.7 1.4 0.4 2.5 1.0 6.6
2,233
64.6
25.4

TABLE XXV . . . AT A GLANCE . . .
Motels are by far the most popular overnight accommodation by out-of-state vacation/recreation travelers visiting Georgia welcome centers. Visiting with friends and relatives satisfies overnight needs for the next largest group of visitors who stop overnight in the state.
The Lavonia Welcome Center reflects southeastern travel from the populous regions of North and South Carolina, Virginia, etc. into metropolitan Atlanta. As was noted in Table XXIII, the majority of these visitors are business oriented or are visiting with friends and relatives. More Lavonia visitors stay with friends and relatives or utilize hotel accommodations, primarily in the Atlanta area. The use of motels, however, is significantly less.
This table also shows the percent of parties who spend a night in Georgia.
Ringgold parties make more overnight stops than visitors to other centers. They come primarily from the Great Lakes Region and are on their way to Florida, a distance not usually traveled in one day. Sylvania parties are the least likely to spend the night in Georgia. They, too, are on their way to and from Florida, but there are fewer quality accommodations available on the route and the trip through the state is far shorter.

TABLE XXV
OUT-OF-STATE VISITORS TO GEORGIA WELCOME CENTERS
Percentage Distribution of Overnight Accommodations in Selected Years

Accommodations

Hotel

Motel

Tourist lIome

House Trailer

I ()\

Camp

\D

I
Cabin/Cottage

Home of Friends/Relatives

other No response

Number of partiej with overnight stop

Number of parties with no overnight stop

Percent of total parties making overnight stop

Sylvania 1964 0.8 72.4 0.8 6.0 4.3
0.8 4.3 0.3 10.4
628
287
69.3

Savannah 1965 4.0 63.1 0.4 2.2 2.3
0.9 8.4 1.1 17.6
1,113
379
74.6

Lavonia 1966 5.5 43.9 0.5 3.1 6.2
0.9 30.8
1.1 8.0
850
184
82.2

Ringgold 1966 2.5 66.1 0.2 3.8 7.2
0.3 13.5
0.8 5.5
599
60
90.9

Valdosta 1967 1.8 69.7 0.4 4.7 6.8
0.1 8.8 0.2 7.4
1,969
264
88.2

lpercentages in the table above are based on the number of parties spending one or more nights in Georgia.

TABLE XXVI . . . AT A GLANCE . .
Income levels during the 1960-61 highway study most often ranged between $7,000 and $9.999. In subsequent years, parties surveyed at Georgia Welcome Centers reported a higher $10.000$14.999 income level.
Sylvania most nearly resembles the initial 1960-61 study. but again this similarity results because much of the total out-of-state travel in Georgia in the early 1960s was on US 301. Also. the Sylvania data are closer chronologically to the 1960-61 data. All other centers show a higher concentration point. more than half of all parties surveyed reporting incomes of $10.000 or more compared with 37% in the initial study and 36% at Sylvania.

Income Level

Under $3,000

$ 3,000 - $ 4,999

$ 5,000 - $ 6,999

$ 7,000 - $ 9,999

I
-...........J.

$10,000 - $14,999

I

$15,000 - $24,999

$25,000 and over

Retired, Student No income

No response

TABLE XXVI

OUT-Of-STATE VISITORS TO GEORGIA WELCOME CENTERS

Percentage Distribution of Income Level in Selected Years Compared with the 1960-61 Highway Survey

Highway Survey 60-61

Sylvania 1964

Savannah 1965

Lavonia 1965

Ringgold 1966

6.0 10.0 18.0 22.0 20.0
17.01

3.3 10.2 19.5 21.3 21. 2 11.5 3.3

2.6

2.0

5.0

4.4

10.1

12.6

17.8

21. 5

28.5

30.0

17.8

17.5

9.1

6.6

2.0 3.9 12.3 24.9 30.7 16.2 3.6

1.0

0.7

0.6

1.1

7.0

8.8

8.4

5.0

5.3

Valdosta 1967
1.7 4.5 11. 9 21. 7 32.3 14.7 5.6
1.1 6.5

Number of parties responding

3,735

915

1,492

1,034

659

2,233

1The highest income classification on mail back cards in the 1960:'61 study was "$15,000 and over."

TABLE XXVII . . . AT A GLANCE . . .
When they were asked for suggested improvements, 21 percent of the welcome center visitors mentioned highway conditions. However, this is 12% below the same response in the 1960-61 survey.
The nature of recent complaints, too, differs from those voiced in the earlier study. In 1960-61 there were very few four-lane roads, dual highways were in need of resurfacing, and few miles of the interstate system existed in the state.
By the end of 1964, 350 miles of interstate system had opened to the public and by 1967 this had increased to 550 miles. The problem of safer, faster travel through Georgia was being solved, but other complaints in the form of poor interstate markings, lack of comfort stations at interstate rest stops, and metropolitan traffic congestion, took their place.
An increasing number of visitors, though, felt that the state needed no major improvements. They were "well satisfied." In 1960-61, 4 percent stated they were well satisfied. For welcome center visitors in later years this response rose to 17 percent.

TABLE XXVII
OUT-OF-STATE VISITORS TO GEORGIA WELCOME CENTERS

Percentage Distribution of Improvements Suggested in Selected Years Compared with the 1960-61 Highway Survey
Welcome Centers

Requested Improvements

Highway Survey 60-61

Sylvania 1964

Savannah 1965

Lavonia 1966

Ringgold 1966

Valdosta 1967

Highway Conditions

32.8

Well Satisfied

3.8

Roadside Parks and

Facilities

0.8

Law Enforcement

14.9

Commercial Facilities

5.7

I

Information About State

0.8

-...J I.N

Natural or Historical

I

Attractions

(1)

Property Conditions

in State

6.1

People

(2)

Attitude Toward

Tourists

7.8

No Response

48.3

Number of Parties

Responding

3,731

21.0 14.4
7.1 7.5 4.7 1.8
2.4
2.3 0.2
0.4 34.5
915

24.9 19.3
3.1 5.2 4.1 1.8
3.3
2.2 0.8
0.5 37.1
1,492

21.3 17.2
10.8 4.0 4.6 4.8
3.6
1.5 1.9
0.2 31.9
1,034

21.1 17.6
12.5 2.6 4.3 3.8
5.0
1.2 2.0
32.7
658

19.0 15.5
14.2 3.4 3.4 1.8
0.6
1.5 0.6
40.0
2,233

(1) Not recorded in the highway survey (2) Included in "Attitude Toward Tourists" response.

TABLE XXVIII . . . AT A GLANCE . . .
Georgia's rich history and beautiful scenery stand out as the things most enjoyed by her out-ofstate visitors. This was true in 1960-61 and is the statement made most often by welcome center visitors, too.
Note, also how popular the welcome centers themselves are. There is little doubt that the graciousness with which people are greeted at these centers is doing much to improve the image of the state held by vacation/recreation travelers.
It is interesting to note that although the prior table shows complaints about Georgia's highway system, many visitors mentioned that they enjoyed the state's highways. Much of this response perhaps refers to the scenic beauty of many of Georgia's roads.

TABLE XXVII I
OUT-OF-STATE VISITORS TO GEORGIA WELCOME CENTERS

Percentage Distribution of Things Enjoyed in Selected Years Compared with the 1960-61 Highway Survey

Welcome Centers

Things Enjoyed

Highway Survey 60-61

Sylvania 1964

Savannah 1965

Lavonia 1966

Ringgold 1966

Natural or Historical

Attractions

39.6

Welcome Center

(1)

People

10.5

Highways

14.1

Commercial

10.5

Favorable Answer

3.0

I -....\

Unfavorable or

til I

Cynical Answer

1.7

Passing Through

(2)

Combination Favorable

and Unfavorable

Answer

(2)

No Response

45.8

Number of Parties

Responding

3,731

25.0 25.0 24.6 17.0 12.2
2.4
0.4 0.4
0.1 24.9
915

43.5 16.2 14.5
2.5 8.4 2.3
0.7 1.0
0.1 28.2
1,492

26.0 23.5 20.1 14.8 16.9
1.2
0.5
25.2
1,034

29.0 23.4 20.4 19.4 15.0
2.0
-
24.3
658

(1) The first welcome center opened in July, 1962.

(2) Not recorded in the Highway Survey.

Valdosta 1967
26.4 29.9 14.1 19.6 10.0
2.8
0.2 0.1
29.9
2,233

NATIONAL ESTIMATES OF TRAVEL AND TRAVEL EXPENDITURES

It was noted in the introduction to this study that several organizations at the national level are currently making estimates of travel and related spending for the nation and for selected states. Estimates shown in tables preceding this section were all based on Georgia's original 1960-61 travel survey (with annual adjustments), or on welcome center research conducted since the original field survey. This section explores the source and scope of the national estimates and their limitations and exclusions as they relate to the Georgia travel industry.

U. S. Bureau of the Census and U. S. Travel Data Center Publications

The 1972 National Travel Survey, a component part of the Census of Transportation, is the current

U. S. Bureau of the Census publication covering travel during 1972. The National Travel Survey

provides profiles of the volume and characteristics of travel by the civilian population of the

United States. It is based on information obtained from a probability sample of approximately

I ---J

24,000 U. S. households. The main purpose of the National Survey is to provide data - principally

---J I

on a national basis - for use by agencies and persons concerned with policy formation and promot-

ional activities in the field of travel. Its main objective is to measure nonlocal travel.

The 1972 National Travel Expenditure Study is a product of the U. S. Travel Data Center, an independent, non-profit research and education organization devoted to improving the quality and range of statistical data describing travel and recreation. The expenditure study is designed to provide detailed estimates of spending by U. S. residents for travel within the United States. The approach employed in the study is unique among those usually used to estimate travel spending. Rather than relying on survey respondents' recollections of dollars spent for various travel activities, the National Travel Expenditure Study required that a traveler recall trip characteristics such as destination, duration, etc. An average cost per unit of each activity was then assigned and multiplied by the travel activity levels uncovered by the Census in the 1972 National Travel Survey described above.

Since the U. S. Travel Data Center expenditure estimates are based on the levels of travel activity shown in the Census of Transportation, both studies share the same definition of terms and are subject to the same sampling error.

The Census of Transportation in its national survey measures travel in terms of "household trips," roughly corresponding to "travel parties" and "person trips" that correspond to "persons" measured in this report. Shown below are selected findings from the national survey.

Means of Transport
Auto/truck (without camping equipment)
Auto/truck (with camping equipment)
Bus Train Air Other
Total

TABLE XXIX

Travel To and Through Georgia: 1972

Person Trips

All Travel to and Through State

Trips to Destinations

In This State

In Other States

10,742,000
1,125,000 250,000
-
1,454,000 189,000
13,762,0001

7,346,000
422,000 217,000
-
1,245,000 86,000
9,317,000

3,396,000
703,000 33,000
-
209,000 103,000
4,445,000

Because the objective of the national survey was to measure nonlocal travel, a trip was defined as "each time a person goes to a place at least 100 miles away from home and returns" thus omitting all travel under 100 miles regardless of whether one or more nights were spent away from home.
The objective of the Division of Research study was to measure all vacation/recreation travel in order to assess its economic impact on the state. These different objectives account for the large variance in "person trip" estimates by the U.S. Census and those published in this study. To further understand this difference, consider the following facts about travel characteristics in Georgia.

IDetail does not add to total due to rounding.

The average length in miles of a trip by a Georgia resident traveling to a destination in the state is 55 miles, and ninety-two percent of all Georgia to Georgia travel is to a point less than 100 miles from home. This means that 23,205,400 person trips counted in this study were
not included in the Census estimate.

Trips by persons from out-of-state passing through to other state destinations were included in the Census data only when one night or more was spent in the state. In Georgia, between 30 and 40 percent of all pass through travel involves no overnight stop in the state. This represents as many as 8,802,000 person trips. The Canadian market, the better part of one million travelers, is excluded from the Census survey, as well as all travel in the state enroute to and from foreign countries.

Atlanta's sporting events, cultural activities, and shopping amenities attract numbers of trips

from out-of-state, many from within a 100 mile radius that would not be counted for Census

purposes. Short trips to Savannah, Augusta, Columbus, etc., by visitors from contiguous states

likewise are omitted. Although no estimates can be made of the volume of these trips, commuting

patterns and visitors to Georgia welcome centers suggest that there is a substantial amount

of this travel from nearby states that is omitted in the Census report.

I

"\D
I

Due to the omission of travel described above, estimates by the U. S. Travel Data Center also

differ from those made by the Division of Research. In its 1972 National Travel Expenditure

Study, the Data Center published the following estimates of spending based on Census travel

estimates.

TABLE XXX

1972 U. S. Domestic Travel Expenditures in Georgia (Millions $)

Transportation Lodging Food Entertainment Gifts
Incidentals

$287.2 116.4 124.0 45.9 4.5
136.8

Total

$714.8

In its release of these 1972 travel expenditures, the U. S. Travel Data Center stated that "there is reason to believe this definition (of a trip) excludes a substantial amount of travel in the commonly accepted sense, particularly short day trips and overnight trips of less than 100 miles .. "In sum, there is reason to believe these expenditure figures significantly underestimate total travel spending." These exclusions are examined below.
Travel by Georgia residents omitted in the Census report represents spending of approximately $312 million.
Spending by out-of-state residents who pass through the state and do not stop overnight is also omitted in the $714.8 million Travel Data Center estimate. Although estimates of spending for this pass-through group are not as accurate as that for Georgia resident travel, it is still possible to approximate the spending by looking at average expenditures without lodging and without two thirds of the normal expenditures for food. This results in an understatement of approximately $61 million.
The Canadian market that is not included adds an estimated $11.1 million to travel spending in Georgia. These omissions combined with the Travel Data Center estimate of trips of 100 miles or more results in the following estimate of total travel in Georgia for 1972:

TABLE XXXI
Comparison of 1972 Expenditure Estimates by the U.S.T.D.C. and the Division of Research
(In millions)
u.S. Travel Data Center spending for long trips
Spending for trips not included above:
Short trips by Ga. residents Pass-through travel - no overnight stop Canadian travelers
Total
(Division of Research estimate of total travel spendin~

$714.8
312.0 61.0 11.0
$1,098.8
$1,316.9

The $217 million gap in spending estimates above would be further closed if some approximation could be"made of short trips into Georgia by out-of-state visitors and travel to and from foreign countries. Despite differences in national and state estimates, both are valuable tools in measuring the Georgia travel industry. National estimates are particularly useful in comparisons state to state and the Georgia estimates more completely measure economic impact of the travel industry.
I
00 t-' I

GEORGIA HIGHWAYS
The automobile is the most important mode of travel in the country. The 1972 National Travel Survey by the Bureau of the Census reported that 78 percent of all travel and 84 percent of vacation and pleasure travel was by automobile. In Georgia more than 90 percent of all leisure travel is by private auto. The state's highway system is a vital part of the Georgia travel industry.
Only 29 percent of Georgia's 98,919 miles of roads and streets in 1973 were in the federal aid system, but 70 percent of the total traffic moved on these routes. An even higher percent of vacation/ recreation traffic is carried by the federal aid system. For this reason, discussion here is limited to those routes.
Within the federal aid system, the creation by Congress of a National System of Interstate and Defense Highways has affected automobile travel throughout the country. The interstates, a completely new road system paralleling existing primary routes and offering a safe, highspeed network of controlled access highways, have changed historic travel patterns radically in many cases.
This section has several objectives. It describes Georgia highways and highway travel (between 1961 and 1972) points out specific changes in traffic patterns related to interstate routes, and discusses possible future highway developments.
Proposed Interstate System in Georgia
Eleven routes with a total of 1,148.4 miles are planned for the interstate system in Georgia. Three, 1-75, 1-85, and 1-95, are north-south routes; and two, 1-16 and 1-20, run east-west (see Map I). Two small sections of 1-24 and I-59 cut through the extreme northwest corner of the state but are not integral parts of Georgia's traffic pattern. Atlanta and Macon also have perimeter or by-pass routes (1-285, 1-475, and 1-485) that ease traffic congestion in those metropolitan areas. 1-185 (Columbus to 1-85 at La Grange) was the last section approved for Georgia's interstate system.
The development of this system between 1961 and 1972 has changed traffic movement on Georgia highways. This change significantly affects the travel industry and potential new travel investments.
-83-

Map I

STAT[ HIGHWAY DEPARTMENT
Of
GEORGIA

JANUARY

1974

LEGEND-INTERSTATE STATUS

_

OPEN TO TRAFFIC

-=-=-:J ADVANCED STAGE OF CONSTRUCTION

CIIIID BEGINNING STAGE OF C STRUCTION

FUTURE CONSTRUCTION

-

OTHER US HIGHWAYS

AVAILABLE CONNECTING ROUTES

REST AREA @ WITH SANITARY FACILITIES

OPEN TO TRAFFIC

UNDER CaNST

IPF i

i

i

i

*1 M

I i(MILESl

o 100 200 300 400 500 600 700 800 900 1000 1100

PLANS UNDERWAY

Highways in 1961
Georgia's primary road system in 1961 was composed of approximately 16,000 miles of US or state numbered highways. Less than 100 miles of the interstate system were complete and had affected traffic patterns so slightly they were not shown on 1961 flow maps. Only 1-75 from Worth County to Valdosta and a few miles of 1-85 and 1-20 east from Atlanta had been constructed. There were some multilane divided routes concentrated in metropolitan areas. but most highways throughout Georgia were dual-lane. Road beds were narrow and surfaces rough, even on the primary system.
These were the road conditions the year Georgia undertook its first highway travel survey. Out-of-state travelers surveyed were definite in their opinions of Georgia highways, with thirty-three percent criticizing road conditions in the state. This was the most frequent complaint made by parties participating in the survey.
Fortunately, even before the highway survey was complete, preliminary reports helped inaugurate a badly needed statewide road widening and resurfacing program.
The most heavily traveled routes in 1961 were US 41. US 17, US 301. and the northeast portions of US 23. US 17 and US 301 serve coastal Georgia and US 41 is a north-south route through the center of the state from Tennessee to Florida. The northeast leg of US 23 connects Atlanta with the Carolinas.
During the 1961 survey, interviews with 141.000 motorists on Georgia highways established the vacation/recreation content on major tourist routes. US 301 had the highest percent of leisure travel that year, followed by US 17, US 441, US 23 (north-east) and US 41.
The study revealed that US 301 carried predominantly out-of-state pass-through vacation traffic enroute to and from Florida. The most important market was the Mid-east, followed by the Southeast.
US 17 also carried a great number of pass-through travelers, but in addition had the attraction of Savannah and Brunswick as desirable destination or stop-over areas.
US 441 is a well established north-south scenic route to the Appalachian highlands and Piedmont regions. The greatest number of travelers on this route were from Southeastern states and it was particularly attractive to Floridians during the summer and the fall leaf tour season.
In 1961 US 41 was the primary route for visitors from the Great Lakes and for Floridians northbound to the midwest. The section just north of Atlanta also displayed a significant amount of commuting and outbound recreation traffic.
-85-

Highways in 1973
Georgia's road system in 1973 was considerably different from that of 1961. The federal aid sy?tem had expanded to 28,747 miles, 897 of which were completed interstate routes. Also included in the federal system were an additional 253 miles termed "interstate travelways", routes parallel to designated interstates not yet constructed. Most of the remaining 250 miles of interstate were already in an advanced stage of construction. Map I shows the status of Georgia interstates at the beginning of 1974.
Since the 1960-61 study no statewide field surveys have been made of the recreation content of traffic on Georgia highways. Estimates of vacation/ recreation travel based on the original study, on highway department statistics, and on the assumption of a completed interstate system are given later in the chapter.
Changing Travel Patterns
The new interstate system has sharply altered the pattern of traffic movement in Georgia. This change is best seen in the following traffic flow maps for 1961 and 1972 (the most recent flow map available).
The change is due to diversion of traffic from existing routes to more desirable interstate routes. Most often the diversion is from existing parallel highways, but sometimes alternate routes some distance from the interstate can be affected.
Interstates 75 and 85 most affected traffic patterns from 1961 to 1972 because of their advanced stage of completion and their intersection in metropolitan Atlanta.
A good illustration of the effect of diversion on parallel routes can be seen by comparing traffic counts in Maps II and IlIon 1-75 and US 41. At a point south of Perry, long a highway department permanent counting station, the traffic flow is considered representative of the southern part of both north-south routes. Between 1961 and 1972 the average 24 hour count on US 41 dropped from 3,500 to 2,600. 1-75, on the other hand, had an average daily count of 21,500 by 1972.
1-75 has also diverted traffic from US 19, US 27, US 23 (341) and US 129. US 27 once was an important tourist route to and from Florida through the Warm Springs-Callaway Gardens area. US 23 (341) connects Macon with the Georgia coast and eastern Florida. US 129 and US 19 are alternate north-south routes paralleling US 41. The opening of 1-85 from South Carolina to Atlanta likewise drew traffic from US 23, US 29, and US 78, all established traffic lines through Georgia. The overall effect produced by 1-75 and 1-85 is the consolidation of traffic into two large corridors where before there had been a dispersion of traffic among many alternate routes.

STAT OF
GEORGIA

N

c

o

N

TRAFFIC MAP

SYSTEM OF STATE ROADS

STATE HIGHWAY DEPARTMENT OF GEORGIA
DIVISION OF HIGHWAY PLANNING

~
o
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'I-

U 5 DEPARTMENT OF COMMERCE BUREAU Of PUBLIC ROADS

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to

1961
MAP II

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('

LEGEND

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Traffic arteries some distance away also can be affected by interstate development. This is particularly true when the interstates begin to merge into a network of roads. As an example, the merging of 1-85 and 1-75 in Atlanta affected US 441, both coastal tourist routes, (US l7and 301) and to some degree other north-south routes such as US 1, US 25, and US 27.
When these interstates connected in Atlanta, Valdosta and Lavonia Welcome Center records indicate that many travelers between the northeast and Florida elected to take 1-85 and 1-75 through Atlanta even when the trip had an origin or destination on the Florida east coast. Travelers were willing to take the longer route in exchange for a safer, less congested trip. The Florida east coast had previously been served almost exclusively by US 17 and US 301.
The degree of diversion from US 301 and US 17 varied throughout the twelve year period depending on the progress made on 1-85 and 1-95 in other states northeast of Georgia. When greater stretches of 1-85 were opened in the northeast, the alternate route through Atlanta was more often used. When 1-95 extended further south toward the Carolinas, the greater flow of traffic terminated nearer coastal US 301 and US 17 and these routes regained some traffic.
us 301 has suffered a higher diversion rate than US 17. Over the twelve
year period, traffic on US 17 increased 73.5 percent compared with only 19 percent on US 301. It was pointed out earlier that US 17 enjoys the amenities of Savannah and Brunswick as destination or stop-over areas. Tourist development in both coastal areas and the opening of more of 1-95 in South Carolina are responsible for the lower diversion of traffic from US 17.
1-75 and 1-85 have had an interesting effect on us 441. This route,
long a favorite one between Florida and the mountains, suffered some as a result of the two new north-south routes, but the interstates did not divert traffic from the entire route. The further north on US 441, the less the diversion effect. This occurs because an increasing number of travelers to the mountains are using 1-75 between Florida and Macon.
At this point, some leave the interstate and travel by way of us 129 and
US 441 to the mountains. Others elect to remain on the interstate and travel via 1-75 and 1-85 through the Atlanta area, picking up US 441 north of Commerce for the final leg of their trip. This pattern of movement caused traffic to drop significantly during the 12 year period on ~;Ie southern portions of US 441, but to continue to increase on the more northernly sections.
Other routes in Georgia's interstate system in 1972 were not complete enough to significantly affect traffic patterns.
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Current Status and Scheduled Completion of Georgia's Interstate System
According to State Highway Department reports for 1973, Georgia's interstate highway system is almost 80 percent complete with another 10 percent under construction. The system is scheduled for completion in 1978, the year federal construction funds will be cut off. Table XXXII gives the status of each of the eleven Georgia interstate routes and the projected date of completion.
Future Traffic Patterns
In a previous report l , the Division of Research projected future traffic and vacation/recreation travel on major north-south non-interstate routes and for the interstate system in Georgia for 1975 and 1990.
Excerpts from that study are reproduced here as a travel development planning tool. Table XXX gives estimates of typical average daily traffic volume (excluding urban areas) and average daily vacation/recreation traffic volume for Georgia interstate highways, the Appalachian Highway, and major non-interstate routes in the state.
Proposed New Highways and Road Systems
Even if the basic interstate system is complete by 1978, more interstate quality routes can be expected. There are already moves under way and associations organized to push for intercity freew~ys throughout Georgia. A long proposed limited access highway spanning south Georgia between Columbus and Brunswick was accepted by the State Highway Board in August of 1971. Long range plans also call for a 160 mile outer perimeter road around Atlanta and toll freeways from Atlanta to Stone Mountain; through north Fulton County from I-20 south to Stockbridge; and from the eastern end of the Lakewood Freeway to I-20.
Scenic Roads and Parkways
In 1962, the President created the Recreation Advisory Council which in 1964 recommended a national program of scenic roads and parkways. The system of scenic routes would be selected for pleasure travel and associated
IGeorgia Highways and Vacation/Recreation Traffic. Travel Research Study No. 15. Eugene C. Holshouser and Polly W. Hein. Prepared for the Georgia Department of Community Development. December 1972.
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TABLE XXXII
STATUS OF GEORGIA'S INTERSTATE SYSTEM
Total Mileage Scheduled, Under Construction and Contracts To Be Let for Each Interstate Route With Scheduled Dates of Completion

Mileage Route Total

Open

Under Construction
Mileage Completion Date

To Be Let1

Mi.

Date

Final Completion
Date

16 165.3 95.3

31.9

20 201.3 166.8

23.1

24

4.1 4.1

59

19.8 19.8

75 353.2 325.9

11.4

85 169.2 142.1

7.4

95 112.5 60.1

52.4

185

41. 2 2.5

285

63.0 63.03

475

15.8 15.8

485

5.1 .2

1974 1975-76

38.1 1974-75 1976-77

11.4 1974

1975-76

1974-77 1974 1975-77

15.9 19.7
0 14.5

1974-752 1975-762

1976

1974

1978

1978

4.9

19774

1Subject to Adequate Funding
2Marietta to Cartersville awaiting a decision from the U.S. Department of Transportation.
31-75 to 85 on the southside is being torn up and repaved to handle traffic into the 1990's.
4Capito1 area to 1-85 at Cheshire Bridge Road tied up in federal court in an environmental suit.

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Route/ Location

TABLE XXXIII

PROJECTED TRAFFIC FLOW

Estimated Total and Vacation/Recreation Traffic Volume on Major Georgia Highways 1970, 1975, 1990

Average Daily Volume l

%
Vac/Rec.

Average Daily Vacation/ Recreation Traffic Volume

1970 1975 1990

~-56 (Appalach. Hwy.)

1-285 SR-306

(Coal Mtn.)

21,OOOa 31,000

SR-306 SR 60

(Dahlonega)

23,000

SR-60 SR 180 (Vogel

Park)

10,000

SR-180 N.C. Line

7,200

1-16

Macon Sav.

12,000

1-20

Ala Line Atlanta

---- 16,000 24,000

Atlanta to S.C. Line 6,OOOb13 ,OOO 20,000

1-75 Tenn. Line Atl.

19,OOObc 27 ,OOO 41,000

Atl. Macon

20,OOOb3l ,OOO 47,000

Macon Fla. Line

15,000 22,000 31,000

1-85

Ala. Line 1-85

13,000 18,000

1-85 Atlanta

24,000 34,000

At!. S.C. Line

19,000 28,000

1-95 S.~ Line Fla. Line

22,000f 34,000

1-185

1-85 Columbus

18,000

75%
80
85 85
14
13
8
23 25(22)d
34
16 16(19)d
22
43
24

1970
444,,,606000000eee 3,100

1975

1990

l5,800a 23,300

18,400

8,500 6,100

1,700

2,100 1,000

3,100 1,600

6,200 7,700 7,500

9,400 10,300 10,500

2,100 3,800 4,200

2,900 6,500 6,200

9,500 14,600

4,300

aAssigned traffic. This is estimated traffic if the entire system of highways listed on this table were completed.
bTypical traffic volumes on sections open to traffic in 1970.
CAssigned and actual traffic volume was approximately the same.
dThe figure in parenthesis is for 1990. Changes will occur after 1-85 is opened in 1978. (Some vacation traffic will go via Columbus instead of Macon.)
e1970 VIR percentages for 1-75 are smaller than those listed in the preceding column because Disney World was not open in 1970.
fAll of 1-95 is scheduled to be open by the end of 1975 except for about 13 miles north of Savannah.

TABLE XXXI II

(Continued)

PROJECTED TRAFFIC FLOW

Estimated Total and Vacation/Recreation Traffic Volume on Major Georgia Highways 1970, 1975, 1990

Route/Location

Average Daily Vo1ume 1

%
Vac./Rec.

Average Daily Vacation/ Recreation Traffic Volume

1970 1975 1990

1970 1975 1990

US 1

West of Augusta

3,000

Just North of Alma

2,400

Near SR-177 (South of

Waycross)

3,000

Florida Line

6,950

US 17

South Carolina Line

5,600

Just South of Midway

8,150

South of Brunswick

8,200

Florida Line

8,250

US 23

East of Gainesville

4,700

Southwest of Gainesville 7,400

(State 365)

US 41

South of Tennessee Line 2,700

Near Perry

1,300

Florida Line

850

US 301

South Carolina Line

5,300

Near Statesboro

6,404

South of Jesup

4,300

Florida Line (See US 1)

US 441

North Carolina Line

3,800

South Clayton

3,500

North of 1-85

2,800

North of McRae

1,100

Florida Line

500

800 1,100 1,250 1,750

1,050 1,450 1,150 1,600

850 1,900 1,750 1,200

1,200 2,650 2,450 1,650

5,500 3,800 7,400 8,800

2,750 3,800 1,500 2,100 1,000 1,400
750 1,050 1,800 2,500 1,250 1,750
4,400a 2,450 4,000a 2,900 3,200a 2,600 1,150 1,600
600 850

15% 15
18 52
28 40 40 42
20 28(10)b
23 27 41
61 40 46
32 30 30 30 50

450 150 200 350 200 300

550 200 300 3,600 600 850

1,550 3,250 3,300 3,450

250 350 750 1,050 700 1,000 500 700

950 1,100 750 2,050 2,050 900

600 350 350
3,250 2,550 2,000

650 850 400 550 400 550
450 650 700 1,000 600 800

1,200 1,400 800 1,050 1,200 850
800 900 750 350 350 500 250 300 450

aLitt1e, if any, diversion until after 1975. bFigure in parenthesis is for 1990.

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with recreation amenities. Approximately 1,739 miles of roads were identified by the Georgia State Highway Department as potential scenic routes. Two important proposals were the extension of the Blue Ridge Parkway into Georgia and construction of the Appalachian Developmental Highway. The Appalachian Highway is designed as a recreational link between Atlanta and the mountains of Georgia, North Carolina, and Tennessee. Portions are already open and additional construction is underway. Another interesting project is a proposed coastal parkway from Savannah to Brunswick. It would provide access to some of Georgia's coastal islands and open up unlimited possibilities for development of new recreation areas.
An Interregional System
Eighty-six south Georgia counties are in the Coastal Plains Region, an economic development area administered by the Coastal Plains Regional Commission. One of the major target areas the Commission designated for study was the region's transportation system. The study reviewed existing roads and projected highway programs and found that the problem was one of quality rather than quantity. The Commission then proposed an interregional freeway system of additional or improved roadways connecting major urban centers. The highest priority project for Georgia is construction of a multilane, limited access facility in the COlurnbus-Macon-Augusta corridor. The complete network should be considered an objective for long-range planning through 1990. This has been a brief description of Georgia's highway system and proposed new developments. The importance of this road system to the Georgia travel industry will make periodic reports of its status and plans a vital part of future research publications.
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TRAVEL RESEARCH IN GEORGIA
HOW THE ESTIMATES ARE MADE
Georgia's travel research program had its or1g1n in 1960 in the need of two organizations for factual information about tourist and recreation travel.
The first organization was the newly created Tourist Division of the Georgia Department of Commerce (subsequently the Department of Industry and Trade and currently the Georgia Department of Community Development). The Tourist Division, charged for the first time with the responsibility of promoting tourism in the state of Georgia, realized the need for information on which to base their program.
The second organization, the United States Study Commission, Southeast River Basins, had been created by Congress to make a long-range study of the resource development needs of a four-state area including parts of Alabama, northern Florida, South Carolina, and all of Georgia except the extreme northwest corner. One of its areas of concern was outdoor recreation, with special emphasis on hunting and fishing. The Commission felt it could determine with reasonable accuracy the recreational needs of the population residing within this area; but it needed to know if this area was a net exporter or importer of recreation, and it also needed information about the flow of recreation travel between the river basins within the area.
With the full cooperation and assistance of the Georgia State Highway Department and the United States Department of Commerce Bureau of Public Roads, the Division of Research of the College of Business Administration (then the Bureau of Business and Economic Research), was able to design and execute a study to meet the basic needs of the Tourist Division and the Commission.
THE 1960-61 TRAVEL SURVEY
The heart of the study was a highway survey. Beginning in the fall of 1960 and running through the summer of 1961, personnel of the Planning Division of the Highway Department interviewed 141,141 parties, traveling by private automobile, at 43 different locations on Georgia highways.
The questionnaire was relatively simple, based upon the one which the Highway Department uses in its local origin-and-destination studies. If the occupants of the automobile were not on a vacation/recreation trip, the interview took less than 30 seconds to complete. If the purpose
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of the trip was vacation/recreation, and in 25,713 of the trips it was, the occupants were asked additional questions concerning the trip and were given a questionnaire to be completed and mailed as they left the state. Over 6,000 or 23.4%, were returned. This form asked more detailed questions about reasons for coming to Georgia, things done while in the state, and expenditures in Georgia. It also asked for comments concerning things the visitors had enjoyed most in Georgia and improvements they would like to see the state make in its treatment of visitors.
The mail-back card was the primary source of information about expenditures, trip purpose, and party characteristics.
Each station was run for eight consecutive hours, in most cases between 10:00 a.m. and 6:00 p.m. Occasionally, when travel distance to the next station to be run was a factor, the hours of 6:00 a.m. to 2:00 p.m. were used. A twenty-four hour automatic vehicle count was made each time a station was run and a manual count by vehicle type also was made of the vehicles passing the station in each direction during the eight-hour interview period. These counts were used by the Highway Department in expanding to a twenty-four hour total for each station day.
The data obtained by the field interviews were coded by the Division and entered into punched cards by the State Highway Department, which also ran the tabulations from the cards. The Division was responsible for the processing of all data from the mail-box questionnaire.
The major methodological problem was how to expand from the data gathered to an estimate of the total amount of recreation travel. For several reasons, the raw data obtained could not be assumed to constitute a representative sample of total annual traffic throughout the state.
The pattern which had been followed in the selection of interview stations was a combination of state-line screens, cordons around major metropolitan areas, which generate most travel, and internal screen lines. This pattern was admittedly a compromise designed to meet the needs of both the U.S. Study Commission and the State Department of Commerce portions of the study while remaining within the limit of the number of stations which could be run by the State Highway Department.
Even if these stations could be assumed to be so located that traffic passing them would constitute a representative sample of total traffic in the state, an additional problem would be encountered in that bad weather and scheduling difficulties at times prevented individual stations from being run at the most desirable time. Thus, it was not possible to assume that, taken as a whole, the data possessed the same characteristics as total annual traffic in the state, an assumption which would have made the expansion to a total much more simple.
Another problem encountered was that the data obtained were in terms of individual recreation trips. A way had to be found to relate these trips to something which constituted a significant measure of total traffic in

the state during the period under study. The measure which was chosen was vehicle miles. Since total vehicle miles of travel in Georgia has been estimated with considerable accuracy by the State Highway Department, the problem resolved itself into one of determining what portion of these vehicle miles was made up of recreational travel and what were the precise characteristics of this travel.
An analysis of the early tabulations revealed that the roads on which the survey stations were located fell into three distinct categories, and it was decided to make use of these categories in attempting to overcome the problem of the nonrepresentativeness of the sample. Category one roads were those which carried the major portion of the pass-through traffic from other states to Florida. Category two roads were those principal east-west routes on which flowed most of the non-Florida interstate traffic. Category three roads were those on which the traffic was primarily intrastate.
Working from traffic-flow maps furnished by the State Highway Department, detailed estimates of seasonal and annual total vehicle miles were made for each category of roads. Next, the characteristics, by season, of the traffic on each category of roads were determined by an analysis of the data obtained from the stations located on that road category. In this way, it became possible to assign to the vehicle miles represented in each category the characteristics obtained from the interview made only on that category of roads. The data were handled seasonally at each stage of the analysis.
To determine the number of vehicle trips implicit in a total number of vehicle miles, it was necessary to know the average length in miles of these vehicle trips. This average was determined separately for nonrecreation trips and for recreation trips of four major types through detailed origin and destination analysis. The task of allocating the total vehicle miles in each category of roads among the various types of trips known to have been taken on that category of roads was then a relatively simple one.
YEARLY ESTIMATES
Each year, estimates are made of the volume and economic importance of vacation/recreation travel within the state. The basic format of the original survey is still used, but the scope of the study is expanded each year. Also, as additional data become available and improved techniques of measurement are developed, the figures for earlier years are revised to keep them on a comparable basis with current estimates.
The yearly estimates of travel volume for 1962-1964 are based on an analysis of vehicle miles on the various categories of highways, following the 1960-61 methodology. This procedure was followed through 1964 with the knowledge that characteristics of highway travelers were gradually changing.
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Tabulations of welcome center data for 1965 confirmed changes in length of time spent in Georgia and expenditures while in the state. Estimates for 1965 were based on these new characteristics. The relationship between sales to tourists and gross sales, and changes in number of vacation/recreation trips were carefully examined and revisions made in expenditures by tourists for the years 1963 and 1964.
As larger sections of the interstate system open in Georgia, traffic patterns change. Notable of these changing patterns of travel is the switch from seaboard routes US 301 and US 17 to 1-85 east and 1-75 south for vacation/recreation travel to and from Florida. Permanent highway counters maintained by the state highway department were analyzed for significant changes in data from 1960-61 through 1970. In particular the relationship between out-of-state and Georgia passenger cars and changes in vehicle miles on specific routes were reviewed to determine the change in proportion of total travel for vacation/recreation purposes. Highways were re-examined in terms of major origins and destinations (categories of roads described above). Changes in highway patterns became apparent in 1965 and trips for 1965 and 1966 were adjusted accordingly and the new methods applied to subsequent estimates. Again the relationships between gross sales and sales to tourists, and trip changes each year were examined to revise data prior to 1965.
The number of firms and sales and receipts of travel-serving businesses are estimated from Georgia Revenue Department sales and use tax information and checked against U.S. Department of Commerce Business Statistics and Census of Business, and other retail trade and service estimates by national statistical services.
Records of the Georgia Labor Department and the U.S. Department of Commerce publications form the basis of estimates of total employment and wages in the travel industry.
Proprietors' income is based upon the application of national operating ratios for each type of business to the total sales of that type of business.
The travel industry contributes revenue to the state in the form of sales and use tax, special business licenses, and corporate income tax. Records of the Georgia Revenue Department are used to estimate sales and use taxes paid; estimates of other taxes are based upon application of approximate national operating ratios to total sales of each type of business.
Taxes applicable to tourists are estimated by an analysis of the relation of tourist sales to total travel sales and of vacation/recreation vehicle miles to total vehicle miles within the state.

WELCOME CENTER RESEARCH
The Georgia Department of Community Development now has in operation seven highway welcome centers whose facilities give the state an opportunity to personally acquaint travelers with Georgia's vacation attractions.
The Sylvania Center, located on US 301 near the South Carolina state line, began operation in January of 1962. Savannah opened its Center in July, 1963 at the foot of the Eugene Talmadge Memorial Bridge on US 17. Operation of the Lavonia Center on Interstate 85 began in December of 1964. During 1965, Centers were opened in June at Columbus and in August on Interstate 75 at Ringgold. A sixth center, on Interstate 75 south of Valdosta, opened in December, 1966 and the seventh on Interstate 20 near Augusta was officially dedicated in November of 1969. An eighth center, planned for 1-95 at Kingsland, Georgia, is scheduled to open in 1975.
Each party visiting a highway center is requested to sign a visitors' register and to furnish certain basic information about the trip. For two years after each center opens, out-of-state visitors are also given a questionnaire to complete and mail to the Division as they leave the state. Information contained in these forms is edited, coded, and transferred by the Division into data processing cards for tabulation.
Each month the Division prepares estimates of visits to Georgia welcome centers for the Tourist Division of the Department of Community Development. Characteristics of out-of-state travelers, detailed origins and destinations, and daily activity are included in special monthly reports during the first two years of operation of each center. Annual visitation reports are also prepared by the Division.
Welcome Center research serves the dual purpose of providing analysis of specific highways and of checking traveler characteristics. Since the information from the register and the questionnaire is similar to that obtained in the initial 1960-61 survey, the use of these centers as sources of data (as described above) supplants extensive highway surveys.
The Division has prepared a comparison of results obtained from card questionnaires returned by out-of-state visitors to six of Georgia's highway welcome centers. This analysis is useful in determining what changes have incurred since the 1960-61 highway survey in characteristics of travelers on major highways and has enabled yearly estimates of vacation/recreation travel in the state to more accurately reflect these changes.
-101-

1-75



LEGEND
interstate completed under construction to be c.onstructed paved road

Map IV

COLUMBUS
1-75
GEORGIA WELCOME CENTER LOCATIONS

GEORGIA TRAVEL BAROMETER REPORTS
As an additional means of measuring current travel industry growth and importance, the Division of Research developed a series of estimates of quarterly travel-related activity. Included in the series are sales and receipts of travel-serving businesses, additions and new construction projects by these firms, attendance at selected travel attractions and visits to Georgia Welcome Centers.
These estimates are published in the January, April, July, and October issues of Georgia Business, a Division of Research monthly publication.
OTHER TRAVEL REPORTS
The Division of Research also has conducted tourism development studies for Area Planning and Development Commissions, state of Georgia public authorities and commissions, and county' and city governments. The Division has contracted for travel studies with several private foundations and federal agencies such as the National Park Service and Coastal Plains Regional Commission.
These studies are listed with other travel research publications at the end of this report.
CURRENT TRAVEL RESEARCH PROJECTS
The Division of Research is currently planning a new study of out-of-state visitors to Georgia Welcome Centers similar to mailback card surveys conducted at each center during the first two years of operation. Distribution of card questionnaires will begin this fall at the seven existing highway centers and continue through summer 1975. When the Kingsland center on 1-95 opens, out-of-state visitors there will also be surveyed.
The objective of the study is to gather current information about travelers and their trips in Georgia. This information was last documented at the Valdosta center in 1967, at Lavonia and Ringgold in 1966, at Savannah in 1965, and at Sylvania during 1964. Important among the facts to be updated are length of stay in Georgia, expenditures for travel in the state, income levels, and destinations within the state.
-103-

TRAVEL RESEARCH BIBLIOGRAPHY

Division of Research College of Business Administration

Statewide Studies

Travel Survey of Georgia, 1960-1961. An Economic Study of Tourism and Recreation. William B. Keeling. Prepared for the Tourist Division, Georgia Department of Commerce. l 1961. 2

A Study of Out-of-State Requests for Travel Information from the State of Georgia. Travel Research Study Number 1. William B. Keeling. Prepa~ed for the Tourist Division, Georgia Department of Commerce. 1962.

The Georgia Travel Story. Prepared for the Tourist Division, Georgia Department of Industry and Trade. l 1963. 2

The Georgia Travel Industry, 1960-1963. Travel Research Study Number

2. William B. Department of

Keeling. Industry

Prepared and Trade. l

for the 1965.

2Tou

rist

Division,

Georgia

The Georgia Travel Industry, 1960-1965. Travel Research Study Number 4. William B. Keeling. Prepared for the Tourist Division, Georgia Department of Industry and Trade. l 1966. 2

The Georgia Travel Industry, 1960-1968. Travel Research Study Number 11. William B. Keeling. Prepared for the Tourist Division, Georgia Department of Industry and Trade. l 1969. 2

The Georgia Travel Industry, 1960-1970. Travel Research Study Number 13. William B. Keeling. Prepared for the Tourist Division, Georgia Department of Industry and Trade. l 1971. 2

Area Studies

Tourism and Recreation Travel in the Southeast River Basins Study

Area. 1961.

2

Prepared

for

the

U.S.

Study Commission

Southeast

River

Basins.

*Tourism Development in the Central Savannah River Area. Lawrence F. Pinson. Prepared for the Central Savannah River Area Planning and Development Commission. 1964. 2

*A Study of Tourism in the Altamaha Area. John R. Thompson. pre~ared for the Altamaha Area Planning and Development Commission. 1964.

*Tourism Development in the Georgia Mountains Area. Travel Research Study Number 6. William B. Keeling, W. Wray Buchanan, and Polly W. Hein. Prepared for the Georgia Mountains Planning and Divelopment Commission. 1967. (County Supplements also available.)
*Tourism Development in the Chattahoochee-Flint Area. Travel Research Study Number 7. William B. Keeling, W. Wray Buchanan, and Polly W. Hein. Prepared for the Chattahoochee-Flint Planning and Development Commission. 1967. 2 (County Supplements also available.)2
*Tourism Development in the Coastal Plain Area. Travel Research Study Number 8. Lawrence F. Pinson. Prepa~ed for the Coastal Plain
2 Planning and Dev 10pment Commission. 1967. (County Supplements
also available.)
*Tourism in Folkston. Jerald D. Rucker, John R. Thompson, and John C. Waters. Chapter I, Folkston, Georgia Commerical Area Study, Prepared for t~e Slash Pine Area Planning and Development Commission. December 1967.
*Tourism Development in the Georgia Southern Area. Travel Research Study Number 9. Adolph Sanders. Prepared for the Georgia Southern Area Planning an~ Development Commission. 1968. (County Supplements also available.)
*Folkston, Georgia Recreation Areas Implementation Plan. Prepared under contract with the State Planning Bureau by Slash Pine Area Planning and Development Commission. Institute of Community and Area Development, UniversitY20f Georgia consultants to the Commission. December, 1969.
The Georgia Coast: Issues and Options for Recreation. Charles D. Clement. Prepared for The Conservation Foundation, Washington, D.C.
2 January 1971. (Available from The Conservation Founda ion, 1717
Massachusetts Avenue N. W., Washington, D. C. 20036.)
Tourism Development in Dublin and Laurens County, Georgia. Travel Research Study Number 14. William B. Keeling and Adolph Sanders. 2 Prepared for the Dublin-Laurens County Chamber of Commerce. 1972.
Special Reports
A Study of the Preservation of Historical Features and Promotion of Tourism in Dahlonega and Lumpkin County, Georgia. Planning Division, Georgia Department of Commerce2 and Bureau of Business Research, 2 College of Business Administration, University of Georgia. 1962.
Economic Potentials of Stone Mountain Memorial Park. Raymond O. Herman and William B. Keelin~. Prepared for the Stone Mountain Memorial Association. 1964.

*"Fallen-In Rocks", A prospectus for Park Development. Addendum to a Study of Tourism in the Altarnaha Area. John R. Thompson, James R. Champlin, and Robert J. Hill. Prepared ~or the Altamaha Area Planning and Development Commission. 1964.

*Andersonville Historical Complex, A Preliminary Development Study.

Robert J. Hill and William B. Keeling. Georgia Area Planning and Development

Prepared Commission.

for the 1965.

2West

Central

Development Concept for Stone Mountain Park. William B. Keeling. Prepared for the Stone Mountain Memorial Association. 1965.

Characteristics of Out-of-State Visitors by Major Destination. Georgia Welcome Center Resear~h Report Number 1. William B. Keeling and Polly W. Hein. 1968.

Economic Impact of the Proposed Cumberland Island National Seashore. Travel Research Study Number 5. William B. Keeling, Charles D.
Clement, Polly W. Hein, and D. John Beck. Prepared for N~tional Park Service, United States Department of the Interior. 1968.

*Background data for a state investment plan for the State Planning
2 Bureau of the Sta e of Georgia and the Coastal Plains Regional
Commission. 1968.

Forecast of Vacation/Recreation Traffic on Major Georgia Highways Travel Research Study Number 10. Eugene C. Holshouser. 2Prepared for the Georgia Department of Industry and Trade. 1968.

A Survey of Visitors to Stone Mountain Park. Travel Research Study Number 3. William B. Keeling and Polly W. Hiin. Prepared for the Stone Mountain Memorial Association. 1969.

Seasonal Analysis of Visitors to Stone Mountain Park. Travel Research Study Number 12. William B. Keeling and Polly W. Hiin. Prepared for the Stone Mountain Memorial Association. 1969.

Georgia Welcome Centers - Program and Visitors. Georgia Welcome

Center Research Report Number 2. William B. Keeling and Polly W.

2

Hein. Prepared for the Georgia Department of Industry and Trade. 1970.

Characteristics of Out-of-State Campers. Georgia Welcome Center Research Report Number 3. William B. Keeling and Polly W. Hein. Prepare~ for the Georgia Department of Industry and Trade. November 1970.

Life Style and Demographic Analysis of Leisure Time Vacation Travel. William R. Darden and Michael T. Troncalli. Prepared for the Tourist Division, Ge~rgia Department of Industry and Trade (Distribution Restricted.)

Georgia Highways and Vacation/Recreation, Travel Research Study Number 15. Eugene C. Holshouser and Polly W. Hein. Prepared for the Tourist Division, Georgia Department of Industry and Trade. December 1972. 2
Georgia Agrirama Development Plan. William B. Keeling and Adolph Sanders. Prepared for the Georgia Agrirama Development Authority. January 1973. (Distribution restricted)
Master Plan Development Guidelines and Program Recommendations for Stone Mountain Park. Adolph Sanders, James H. Howell, and James Cooley. Prepared for the Stone Mountain Memori~l Association. 1974. (Unpublished Report - Distribution restricted.)
Georgia Business Articles
Tourist and Recreation Travel in Georgia, William B. Keeling, Vol. 21, n. 5, November 1961, p. 1-4.
Georgia's Travel Research Program, William B. Keeling, Vol. 24, no. 6, December 1964. p. 1-4.
The Georgia Travel Industry in 1964, William B. Keeling, Vol. 25, no. 6, December 1965, p. 1-4.
The Development of the Georgia Travel Industry, William B. Keeling and Polly W. Hein, Vol. 26, no. 10, April 1967, p. 1-9.
Georgia Travel Barometer, Polly W. Hein. Quarterly Beginning"with the July 1966 issue of Georgia Business.
Cumberland Island as a National Seashore: The Economic Impact of a Proposed Development, William B. Keeling. Vol. 27, no. 10. April 1968, p. 1-20.
Georgia's Travel Industry 1960-1968, William B. Keeling. Vol. 29, no. 7, January 1970, p. 1-9.
Recreation on the Georgia Coast - An Ecological Approach. Charles Clement and James Richardson. Vol. 30, no. 11, May 1971, p. 1-21.
"Highways and the Georgia Travel Industry in 1971." William B. Keeling and Polly W. Hein. Vol. 32, no. 4 (October 1972), pp. 1-13.
*Publication issued jointly with the Institute of Community and Area Development, University of Georgia.
lNow the Georgia Department of Community Development.
20ut of print. Photostatic copies available at cost.