The Georgia travel industry : 1960-1963

BUREAU OF BUSINESS AND ECONOMIC RESEARCH UNIVERSITY OF GEORGIA

Travel Research Study # 2

The Georgia Travel Industry 1960-1963
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William B. Keeling

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Bureau of Business and Economic Research

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Graduate School of Business Administration

University of Georgia

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TOURIST DIVISION,

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Bill T. Hardman, Director

GEORGIA DEPARTMENT OF INDUSTRY AND TRADE ]ames H Nutter, Jr., Director

Copyright
Bureau of Business and Economic Research - University of Georgia 1965
Library of Congress Catalog Card Number: 65-63526
'
Printed in the United States of America

FOREWORD
The following report was prepared as part of the Bureau 1 s travel research program under contract with the Tourist Division of the Georgia Department of Industry and Trade.
The report has several objectives. The first is to rna ke available again the results of the Bureau 1s 19 60-61 travel survey. The report of that study has .long been out of print.
The second objective is to present a description of the Georgia travel industry and to indicate the economic importance of this industry to the state of Georgia.
The third objective is to present, in a single publication, yearly estimates of travel and travel expenditures in Georgia which the Bureau has made since 1'9 61, together with such additional analysis as seems appropriate.
The Bureau is indebted to many individuals and organizations for the help which they have provided since it began its travel researc::::h program.
Mention should be made first of the late Roy A. Flynt, who was State Highway Planning Engineer at the time of the original survey. Without his assistance and support the survey could not have been made. Appreciation also is expressed to H. H. Huckeba, presently State Highway Planning Engineer, for his continuing cooperation and assistance.
Within the Planning Division of the Highway Department, special thanks go to Emory C. Parrish, Who assisted in the design of the field interviews, to George P. Erickson, under whose direction the highway survey teams operated, and Robert M. Penland, Jr. and members of his data processing unit who processed and tabulated the results of the original highway survE;ly.
Appreciation also is expressed to the United States Study Commission, Southeast River Basins, and to the U. S . Bureau of Public Roads, whose assistance made the original study possible.

John V. Sharplesl:l of th~ Sales and Use Tax Division of th~ Georgia $tate Revenue Department and Ovid H. Stephenson and Maria M, Mallet of the Reports and Analysis Division of the Georgia Department of Labor also have been generous of their time and have made data available without which many of the estilllates could not have been made.
Within the Bureau, Polly W. He in has been responsible for much of the statistical analysis and for the preparation of the tables for this report, as she was for tne H:!port of the original survey. The report was typed by Helen W. Teske .
Finally, appreciation is expressed to Lewis C. Copeland of the University of Tennessee, who ha~ served as travel research consultant to the Bureau since 1961, anq who~e assistance has been invaluable ip the economic analysis and in ~olving some of the many lllethodological problems involved,
William B. Keeling, Director Bureau of Business and Economic Research

TABLE OF CONTENTS

INTRODUCTION

1

TRAVEL IN GEORGIA- AN OVERVIEW

3

THE GEORGIA TRAVEL INDUSTRY

7

The Travel-Serving Business

7

Economic Importance .

9

Number of Firms

11

Sales and Receipts

13

Employment .

15

Wages

17

Proprietors' Income

19

State Ta x es Paid

21

Secondary Economic Benefits

23

Some Conclusions

25

CHARACTERISTICS OF VACATION/RECREATION TRAVELERS ON

GEORGIA HIGHWAYS .

31

Origin and Destination

33

Expenditures

51

Purpose of Trip .

55

Size of Party

57

Length of Trip in Days

59

Income Levels .

61

Improvements Suggested.

65

Things Enjoyed .

6 7

TRAVEL RESEARCH IN GEORGIA - HOW THE ESTIMATES ARE MADE

69

The 19 60-61 Travel Survey

69

Yearly Estimates

75

Welcome Center Research

77

LIST OF TABLES

TRAVEL IN GEORGIA- AN OVERVIEW

I Vacation/Recreation Travel by Private Automobile on

Georgia Highways 1 1961-1963

3

II Expenditures by Travelers in Georgia, 1961-1963 .

3

III Vacation/Recreation Trips on Georgia Highways in

19 63, by Major Origin and Destination

5

THE GEORGIA TRAVEL INDUSTRY

IV Number of Firms, Selected Travel-Serving Businesses,

1961-1963.

11

V Sales and Receipts, Selected Travel-Serving Businesses,

1961-1963 .

13

VI Number of Employees, Selected Travel-Serving Busi-

nesses , 1961-1 963 .

15

VII Wages Paid by Selected Travel-Serving Businesses I

1961-1963.

17

VIII Estimated Proprietors ' Income, Selected Travel-Serving

Businesses, 19 61-19 63

19

IX Income, Business, and Sales and Use State Taxes Paid

by Selected Travel-Serving Businesses , ~ncluding Taxes

Directly Attributable to Tourists, 19 61-19 63 .

21

X Economic Highlights

29

ORIGIN AND DESTINATION OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS

XI Total Trips and Persons, by Residents and Non-Residents,

1961-1963 .

33

XII Trips and Persons, by Major Origin and Destination,

1961-1963.

35

XIII Percentage Distribution of Destinations of Travelers

from Selected States and Regions, 1961

37

XIV Percentage Distribution of Origins of Travelers from

Selected States and Regions, Classified by Major

Destination, 19 61

39

XV Number of Persons from Selected States and Regions,

by Major Destination , 1961

41

XVI Number of Persons from Selected States and Regions,

. by Major Destination, 1962

43

. XVII Number of Persons from Selected States and Regions, by Major Destination, 1963

45

XVIII Number of Persons from Southeast, Great Lakes, and

Mid-East States, by Major Destination, 1963

47

XIX Seasonal Variation, Trips and Persons, by Major

Origin and Destination, 1961.

49

EXPENDITURES BY VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS

XX Totals, by Resident and Non-Resident Travelers, by

Major Type of Expenditure, 1961-19 63

51

XXI Percentage Distribution, by Resident and Non-Resident

Travelers, by Major Type of Expenditure, 19 61-19 63 .

53

PURPOSE OF VACATION/RECREATION TRIPS ON GEORGIA HIGHWAYS

XXII Percentage Distribution, by Major Origin and Desti-

nation, 1961 .

55

NUMBER OF PERSONS PER VACATION/RECREATION PARTY ON GEORGIA HIGHWAYS

XXIII Seasonal Variation, by Major Origin and Destination,

1961.

57

LENGTH IN DAYS OF VACATION/RECREATION TRIPS ON GEORGIA HIGHWAYS

XXIV Seasonal Variation of Days in Georgia and on Total

Trips, by Major Origin and Destination, 1961

59

INCOME LEVEL OF VACATION/RECREATION PARTIES ON GEORGIA HIGHWAYS

XXV Percentage Distribution, by Resident and Non-Resident

Travelers, 19 61 .

61

XXVI Percentage Distribution, by Regional Origin of..Travelers,

1961.

63

IMPROVEMENTS SUGGESTED BY OUT-OF-STATE VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS

XXVII Comparison of 1961 Statewide Survey with 1961, 1962,

1963 Highway 301 Survey .

65

THINGS ENJOYED BY OUT-OF-STATE VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS

XXVIII Comparison of 19 61 Statewide Survey with 1961, 1962,

1963 Highway 301 Survey .

67

INTRODUCTION
Travel has become big business. As incomes, leisure time, and educational levels rise people become increasingly mobile . Travel is part of our lives today to an extent which would hardly have been thought possible two decades ago. Indications are that it will continue to be so in the future. It is one of the characteristics of an industrial society that as it becomes more prosperous it devotes a larger share of its income to activities such as entertainment, recreation, and travel. The travel industry which serves these needs is made up of a number of different types of businesses, many of which have only limited knowledge of the market they serve or of the relationship they bear to the other segments of the industry. The report which follows is an attempt to fill a portion of this information gap. It begins with a brief summary of the magnitude of travel and travel expenditures in Georgia today. Following is a description of the Georgia travel industry and of the economic impact which that industry has upon the economy of the state. Then comes a much more detailed analysis of the characteristics of vacation/recreation travelers on Georgia highways and, finally, a brief description of the research program which produced this information, including an indication of how the various estimates were made.
- 1-

TRAVEL IN GEORGIA - AN OVERVIEW

Travel is on the increase in the state of Georgia.

In 1963, over 8 million vacation/recreation trips, involving almost 24 million travelers, were taken by private automobile on Georgia highways.

The number of trips in 1963 was 3.4% above the 1962 level and 12% above the level at the time of the original 1960-61 travel survey. These trips, and the number of people taking them, are shown below.

TABLE I
Vacation/Recreation Travel by Private Automobile on Georgia Highways, 1961-1963

1961

l962

1963

Round trips Persons

7,203,100 21,506,400

7,803,100 23,200,600

8,069,400 23,956,300

Expenditures by these vacation/recreation travelers underwent an even greater increase. For the first time, the amount spent in the state was above the $350 million mark. This was 7% above 1962 and 19% above the 1960-61 level.

Additional spending by travelers on business and personal trips pushed total expenditures by all travelers to almost $490 million, as shown below.

TABLE II Expenditures by Travelers in Georgia, 1961-1963
(In millions)

1961

1962

1963

Total travel expenditures
Total tourist expenditures
Via automobile Out-of-state residents Georgia residents
Via commercial carrier

$415 297
137 136
24

$454 329
153 150
26

$489 352
165 159
28

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J

The increases in 1963 were made despite excessive rain in June and July which cut deeply into both the number of trips and the amount of sales during those two important vacation months.

In 1963 out-of-state visitors accounted for 47.5% of all vacation/ recreation trips on Georgia highways; the other 52. 5% were taken by Georgia residents.

However, their destinations were quite different.

Georgia residents, as might be expected, spent most of their vacation/ recreation time within the state. Only 13% of the trips taken by Georgians had an out-of-state destination .

On the other hand, most out-of-state tourists traveling by private automobile in Georgia were on their way to a destination in some other state. Only l 0% of the trips taken by out-of-state residents had a Georgia destination, as is seen below.

TABLE III

Vacation/Recreation Trips on Georgia Highways in 19 63, by Major Origin and Destination

Destination

Origin

Georgia Out-of-State

Total

Georgia Out-of-State Total

3,678,000
87%
37 3,200
~I'
10%)
4,051,200

562,400
~%
3,455,800
90%
4,018,200

4,240,400 (52. 5%) 100%
3,829,000 (47. 5%) 100%
8,069,400 (100.0%)

This "pass-through" characteristic of much of the out-of-state travel on Georgia highways is one of the most significant facts which the Georgia travel industry must face as it makes its plans for the future.

A special note: The 1960-61 travel survey covered the months of September 1960-August 1961 inclusive. For purposes of simplification, data from that study period are presented in tables in this section and throughout the report in columns headed 19 61 .

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THE GEORGIA T RAVE L INDUSTRY
What is the Georgia Travel Industry?
At the outse t , there is a problem of definiti on.
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 tr~ l-serving businesses, constitut t he travel industry as de_scri_bed in this re~ .
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, tourist courts, 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, 'f'ith the exce tion of motion pictures.
A second group of primary travel-serving firms is made up of those which provide automotive services to the t ra veling 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 tha t 92% of all vacation/recrea~ion trips in the
- - state of Ge orgia are by ,Rrivate autom- obile.
A third group of primary travel-serving firms is made up of those which provide ra nsportat ion services to that portion of the traveling public which travels other than by private automobile. These include train , bu s, a irline and steamship companies; limousine and taxi companies; travel bureau s, and automotive rental agencies .
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Recognition of these as primary travel-serving firms does not imply that they serve travelers exclusively. Each of the above serves non-travelers a's well. Yet these a re 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 wellbeing is closely tied to the travel industry. Yet, taken as a whole, these types of establishments should be considered as secondary travel-serving businesses, with their degree of involvement with the traveling public due more to their location than to the nature of the business itself .
ECONOMIC IMPORTANCE
By any meas ure -- 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 sta te, 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) are now in the process of being dev eloped . To the extent to which they are not included in the estimates which follow, the economic importance of t he travel industry in Georgia is t hereby understated.
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TABLE IV
Number of Firms, Selected Travel-Serving Businesses, 1961-1963

1961

1962

Per cent Increase 1963 1961-63

Lodging Eating and drinking Recreation

1,300 1,360 1,390
? 5,050 5,270 I 5,400 950 ~ 1,000

Gasoline service stations 6,700 71260 7,290

Tire, battery, accessory

660

700

750

Automobile repair service 2,570 2,640 2,850

6.9 6.9 5.3 8.8 13.6 10.9

Totals

17,230 18,150 18,680

8.4

The travel-serving businesses list ed here added 1, 450 new firms from the time of the initial travel survey in 1960-61 to the end of 1963, an increase of 8.4% . Both years shared in the gain, with the rate of increase being somewhat higher in 1962 than in 1963.
In some cases the 1961 and 1962 estimates represent slight revisions from those published earlier. As better data become available and better techniques of measurement are developed, earlier figures are revised to keep the estimates on a comparable basis from year to year.

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TABLE V
Sales and Receipts, Selected Travel-Serving Businesses , 1961-1963

(In millions)

Per cent Increase

19 61

1962

1963 1961-63

Lodging Eating and drinking Recreation Gasoline service stations Tire, battery, accessory Automobile repair service
Total

$ 61.9 185.1 30.0 372.0 92.0 88.0
$829 . 0

$ 70 . 0 203.6 32 . 0 402.1 107.7 91.1
$906.5

$ 78.1 219.0 32.7 427.4 117.0 99.1
$973.3

26 . 2 18 . 3
9.0 14.9 27.2 12.6
8

These same travel-serving businesses showed significant gains in total sales, as is seen above. Total sales and receipts were $144.3 million more in 1963 than they had been in 1961, an increase of 17 .4%. This is twice the rate of increase in number of establishments for this same period, indicating a possible trend toward higher average receipts per establishment and perhaps also toward larger and better managed firms.
Especially interesting are the lodging and the eating and drinking categories, both of which showed a 6. 9% increase in number of establishments, but which posted increases in sales of 26 . 2% (lodging) and 18 . 3% (eating and drinking) . More is said about this development later in the report .
As another indication of the importance of the travel industry to the state, sales of these travel-serving businesses represent 21% of sales and receipts of all retail and service firms in Georgia.

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TABLE VI
Number of Employees, Selected TravelServing Businesses, 1961-1963

1961

1962

1963

Per cent Increase 1961-63

Lodging Eating and drinking

9 , 500 9 , 700 10,010
22,600 ~ 27,390

Recreation

3,700 3 , 940 4,090

Gasoline service stations 13,100 13,800 14,650

Tire, battery, accessory 3,150 3 , 240 3,440

Automobile repair service 5,800 6,490 6,980

5. 4 21.2 10.5 11.8
9.2 20.3

Total

57,850 62,760 66,560 15. 1

The travel industry is important to Georgians as a major source of jobs.
During the 19 61-19 63 time period, the firms included in Table VI added 8,710 employees to their payrolls, an increase of 15.1%.
Again , the rate of increase was somewhat higher for 1962 than for 1963, reflecting the fact that both 1961 and 1963 were generally considered by those in the travel-serving business to be "poor" travel years, or years during which the upward trend in travel tended to level off somewhat . Travel was increasing in those years , but by not so great a rate.
On the other hand , 1962 was generally considered to be a "good" travel year.
Employment in these travel-serving businesses represents 5% of all nonagricultural workers in the state .

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TABLE VII
Wages Paid by Selected Travel-Serving Businesses , 1961-1963

(In millions)

1961

1962

1963

Per cent Increase 1961-63

Lodging

$ 16 . 3 $ 17.3 $ 19 . 3 18.4

Eating and drinking

39.1

43.8

48.8 24.8

Recreation

9.4

10.1

10.6 12.8

Gasoline service stations 28.3 30.9 35.5 25.4

Tire , battery, accessory

11.3 12.6 14.5 28.3

Automobile repair service

18.7

21.3

23.4 25 . 1

Total

$123.1 $136.0 $152.1 23.6

As impressive as the gains in sales, number of firms, and employees may be, they seem relatively modest when compared with increases in wages paid employees .
During this same period of time, wages paid by the travel-serving firms listed above rose $29 million, a rate of increase of 23. 6%.
This is especially int eresting when it is remembered that the number of employees increased by a smaller 15.1% . 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 somewhat below those in manufacturing concerns .
A closer comparison of rates of increase indicates that average wages have risen most in lodging and .in tire, battery, and accessory stores; somewhat less in gasoline service stations; and only slightly in eating and drinking , recreation, and automobile repair firms.

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TABLE VIII
Estimated Proprietors ' Income 1 Selected TravelServing Businesses , 1961-1963

(In millions) 19 61 1962 1963

Per cent Increase 1961-63

Lodging

$ 8.0

Eating and drinking

18.8

Recreation

6.9

Gasoline service stations 25 . 6

Tire 1 battery 1 accessory Aut omobile repair service

4 .1 16.3

$ 9.1 20.7 7.4 27 . 6 4.8 16 . 9

$10.2 22.2 7.5 29.4 5.3 18.3

27 . 5 18.1
8.7 14.8 29.3 12 . 3

Tot al

$79.7 $86.5 $92.9

16,6

Travel-serving businesses pay out income not only to their employees (in ti the form of wages) but to their proprietors as well. There is no really accurate mea sure of the extent of proprietors ' income in Georgia 1 but because it is an important source of income to individuals 1 some estimates are included above. They are based upon t he application of national operating ratios for each type of business t o the total sales of that type of business .
This me t hod produces rough estimates only 1 with total proprietors' income varying direct ly 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 1 when combined with wages paid employees 1 they are helpful in indicating the magnit ude of direct income payments to individuals by these travel-serving businesses .

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TABLE IX
Income , Business, and Sales and Use State Taxes Paid by Selected Travel-Serving Businesses, Including Taxes Directly Attributable to Tourists, 1961-1963

(In thousands)

19 61

1962

1963

Per cent Increase 1961-63

Lodging Eating a nd drinking Recreation Gasoline service stations
(excluding gasoline tax) Tire, battery, and accessory Auto repair and service Gasoline taxes

$ 2,388 $ 2,664 $ 2,973

7,212

8,005

8,612

961

1,026

1,050

10 , 875 3,438 1,753
88,950

11,753 4,126 1,815
96,150

12,493 4,480 1,974
100,589

24 . 5 19 . 4
9.3
14 . 9 30 . 3 12.6 13.1

Tota l

$115,577 $125 , 539 $132,171 14 . 4

Portion directly a ttributable to tourists

$19 , 568 $21,372 $22,662 15 . 8

Percenta ge of total state revenue

5.3

5. 5

5.5

Not the least of the measures of economic importance of the travel-serving businesse s is the amount of tax revenue they contribute to the state.
The most important taxe s, in terms of t he amount of revenue generated, are the s les and use tax and the 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 genera ed by these businesses .
Including the very important gasoline tax, approximately 30% of total state revenue comes from the travel-serving bu sinesses . In 19 63, this amount ed to over $13 2 million .
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A significant portion , $22.6 million in 1963 , is directly attributable to vacation/recrea t ion ravelers . Thi s amounted to 5 . 5% of the t o ta l revenue collected by the state of Georgia in tha t year.
The balance of the taxes paid by the travel-serving businesses is a ttributable to business and personal travel , and to local and commuting trips .
An additional t ax benefit , which has not yet been measured , is t o 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.
SECONDARY ECONOMIC BENEFITS
Thus far, only the direct economic impact of the travel dollar has been examined . This impact has been described in e rms of travel indus"Ty sales, employment / wages , proprietors' income , and contributions t o 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 t he economy of t he area in which it is spent .
In fact , dollars spent by out-of-state travele r s in Georgia perform the same vital role in economic development as dollars received from other states for the sale of goods manufactured in Georgia . In t he one case it is goods which are being "exported" , in the other , it is travel services .
The significant point in both instances is that t hese are '' new" dollars; that is , they are dollars which have bee n brought from anot her area and injected into the economy of the state.
The economic impact of out-of-state ex penditures does not cease whem the initial expenditures are made , This money c ontinue s to have an impact as it circulate s throughout the economy of the state.
Initially , of course , this effect is felt by those firms which provide goods and services for t h e travel-serving businesse s . The food s t ore which supplies the re staurant (and the farmer who sells to the food store) and the laundry which serves the mote l or hote l are bot h good exa mples.
- 23 -

But he process does not s t op here . As h is mo ne y c onti nues t o circu la t e 1 more and more firms feel L s impact . Employe es of the t ra vel-serv ing business (and of t he food s t ores a nd laund ries ) spend t heir wage s in many div erse way s I and ba rber shops I clot hing stores I je welry s t ores 1 and shoe repair shops a re brough into the impact circle .
Of cour se , t he p roce s s does not continue i nd efi nitely 1 for wi h e ach round of s pending some of this money is "withdrawn " in the form of savings or taxes or "leakage" to a nother s ta e through pu chase s of ou -of- sta e goods or services . Even ually t he impac t of t he o u -of - s a t e t ra v el dollar di s appears .
But before i t does 1 it ha s been "multiplied" by t his s pending and respending process un il it ha s c reated a to al impact which i s la rger tha n h e i ni ia l expendit ure it s e lf . C urre nt e s t ima e s a re ha ea c h out -of-s a te Ta el dolla r is mu ltiplied b e we e n 1 . 5 and 2 . 0 i mes . Tha t is , it produ ce s b e ween $ 1 . 50 and $2 . 00 in new spe nding in t he e conomy of the s a te i n o wh ich it is injected .
SOME CONCLUSIONS
What conclu sions can be dra wn from this brief look at the Georgia ra vel indu s try ?
In the firs t place , it is growing 1 and it is growing in ways whic indicate conditio n s of good genera l health .
t a l ready ha s been not ed tha t while both he number of firms and h e urnbe of e mployee s are increasing 1 t o tal s ale s and t o a l wag e s pa id are i ncreasing eve n more I signifying rise s bot h in a verage receipt s pe r firm a nd average wage pe r employee .
The rise i n ave ra ge receipts probably is a reflec io n of larger 1 higher qualit y 1 well-ma naged travel establishments 1 examples of which are a ppe a ring in major me t ropolit an a rea s and along t he int ersta t e s ys e m t hrougho ut he sta te .
The ri se in ave rage wa ges probably is a refle c t ion more of increased product ivi y in hese new firms than of any significant increase in employee barga ining powe r due t o colle c t ive action . Unionizat ion t radit ionally ha s not been s rong in these firms .
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Not yet noted 1 but of importance , is tha the rate of increase in tourist (vacation/ recrea t ion} expenditures is greater t han the rate of increase in the number of vacation/recreation trips. This increase in expenditures p~r trip suggest s that efforts of t he pas t fe w years to encourage visitors to stay longer (and spend more) in the sta te may be bearing fruit .
Table X on page 29 present s a summary of the economic highlights of the travel industry discus sed in this section .
Although basically healthy , and certainly growing 1 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 .
In tapping this market 1 attractions play a 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 I rather than as one containing only a number of good restaurants and motels at key interchanges .
The industry must continue to develop and promot e destination areas. At the same time it must view the pass-through traveler with the proper perspective. All trips are "pass-throughs" 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 make t he entire trip a rich vacation/ recreation experience for the traveler .
The industry must continue to improve its standards . As mobility increases 1 the traveler has far more to choose from 1 and he becomes ever more selective and quality conscious. Standards which were adequate for the first half of the sixties may not be so for the second half .
And I finally 1 the indus t ry must cont inue to find ways in which it can work together to promote the interests of its various segments and of the state as a whole , Viewed in its entiret y , the travel indust ry is of tremendous importance to the economy of Georgia . It owes it both to itself and to the state to work together as an industry in developing and promoting travel in Georgia .
- 27 -

TABLE X
ECONOMIC HIGHLIGHTS THE GEORGIA TRAVEL INDUSTRY , 1961-1963
All Data Except Firms and Employees Is in Millions

Travel by automobile Trips Persons

1961

1962

1963

7.2 21.5

7.8 23.2

8.1 24.0

Per cent Increase 1961-63
12.5 11.6

Travel expenditures Business and pleasure
Tourist travel only Via automobile Via common carrier

$415.0 297.0 273.2 23.8

$454.0 329.4 303.0 26.4

$489.0 352.4 324.2 28.2

17.8 18.9 18.6 18.5

Selected travel-serving businesses

Number of firms Number of employees

17 , 230 57, 850

18,150 62,760

18,680 66,560

8.4 15. 1

Sales and receipts Wages pa id employees Proprietors ' income

$829 . 0 123.1 79 . 7

$906.5 136.0 86.5

$973.3 152.1 92.9

17 . 4 23.6

State taxes paid Tota 1, including gasoline tax
Per cent of state revenue Amount a ttributable to tourists
Per cent of state revenue

$115.6 31.2%
$ 19 . 6 5 . 3%

$125.5 32.2%
$ 21.4 5. 5%

$132.2 31.9%
$ 22.7 5. 5%

14.4 15.8

- 29 -

,

CHARACTERISTICS OF VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS

The section which follows contains a series of tables describing vacation/ recreation travelers in Georgia -- as seen through the Bureau's travel research program.

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

w
.......

which follows dates back to that or:iginal travel survey. Since the report of

that survey has long been out of print, republishing certain basic data here

seems justified.

But they have been looked at again since then, many times. The visitors' registers and mail-back questionnaires from the Welcome Centers, the traffic flow maps from the State Highway Department, the tax reports from the State Revenue Department; these and many other sources of data have been examined and analyzed, and from this analysis emerges the following description of vacation/recreation travelers by private automobile on Georgia highways.

TABLE XI . . . AT A GLANCE . . .

The first group of tables in this section deals with the origin and destination of these vacation/recreation travelers.

w

The table below summarizes the total trips taken each year since 1960-61 1 and

N

the number of persons who took these trips. It also indicates how many were by

residents of Georgia 1 and how many were by 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 I but it was confusing to many . All estimates now are for round trips 1 as long as the stay at the destination is no more than three months. That is I a trip through Georgia to Florida with a return a month later is treated as one I not two trips.

Notice how important trips by out-of-state residents are . Trips by Georgians exceeded them by only a little more than 400 I 000 in 19 63.

This table shows only origins; the next shows destinations as well.

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

Total Trips and Persons, by Residents and Non-Residents, 1961-1963

Georgia Residents Out-of-State Residents

Total

Trips :

1961

3,835,000

3,368,100

7,203 , 100

1962

4 , 121,100

3,682,000

7 , 803,100

w

w

1963

4,240,400

3,829,000

8,069,400

Persons: 1961 1962 1963

12,029,800 12,928,900 13,291,600

9,476,600 10,271,700 10,664,700

21 , 506,400 23 , 200,600 23,956,300

w

TABLE XII . . AT A GLANCE

~

As was noted in the first section of this report I most vacation/recreation trips by Georgians are to destinations within the state. On the other hand 1 most out-of-state residents traveling in Georgia are on their way to other states.
This table gives a three-year comparison of trips and persons 1 from Georgia and from out of state 1 and shows how many of each were on their way to destinations in the state and elsewhere.
The next table goes into even more detail.

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

Trips and Persons, by Major Origin and Destination, 1961-1963

Georgia Residents With Destinations In Georgia Out-of-State

Out-of-State Residents With Destinations

In Georgia

Out-of-State

All Travelers

Trips:

1961

w

1962

U1

1963

3,328,300 3,574,800 3,678,000

506,700 546,300 562,400

336,900 362,600 373,200

3,031,200 3,319,400 3,455,800

7,203,100 7,803 , 100 8,069,400

Persons:
1961 1962 1963

10,441,400 11,215,200 11,529,100

1,588,400 1,713,700 1,762,500

1,032,600 1,110,300 1,141,400

8,444,000 9 , 161,400 9,523,300

21,506,400 23,200,600 23,956,300

TABLE XIII . . . AT A GlANCE . . .

w
O"l

I

Here, for 19 61, is information concerning the regions from which the travelers

came, and the major destination to which they were heading.

Because of the importance of Florida, it is presented 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.

And again note that 8 7% of all vacation/recreation trips by Georgians have a Georgia destination.

,

TABLE XIII
ORIGIN AND DESTINAT ION OF VACATION/RECREAT ION TRAVELERS ON GEORGIA HIGHWAYS

Pe rcentage Distribut ion of Destinations of Tra v e le rs fr om Se le cted States and Re gions , 19 61

Home of Traveler

Georgia

Destination of Travelers Florida Other Sta tes Al l Destina t ion s

Georgia

86 . 8 %

60 8 %

6, 4 %

100 , 0 CJo

Florida

14 . 8

8S .2

100 . 0

Other Southeast

22. 4

62. 9

14 . 7

100 . 0

w
-...:1

Mid -East

3.5

93,5

3. 0

100 . 0

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

Southw es t

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 XIV AT A GlANCE

This table is based on the same data as the previous one 1 but the percentages are computed differently.

Here t he objective is to show, for a given d e stina tion, t he per cent which

comes from each of the listed regions 0 For insta nce 1 t he last column shows that 55 . 9% of a ll travelers on Georgia highways (regardle ss of de stinat ion}

w
(X)

a re from Ge o rgia , 7 . 6% a re from Flor ida 1 1 0 , 9% a re from t he Great lake s 1 etc 0

The firs t column indica tes t hat 91 o0% of those with a Georgia destination were Georgians , 4 0 2% were from Florida , a nd 2 o1% were from other southea stern states.

Georgi<:! has tremendous a ppeal as a destination for it s own residents and for those of neighboring states 0 Its appeal diminishes 1 however 1 as the distance from the state increases 0

It should be empha sized that eve n though almost half tho s e tra veling Ge orgia ' s h ighways have a destination elsewhere 1 they are import a nt economically t o the state today 1 and they constitute a tremendous market which ca n be tapped even more in the future.

,

TABLE XIV
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

Home

Georgia

Destination of Travelers 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

w

Mid-East

1.0

I

New England

. 7

28.3

2.4

. 1

6.3

. 6

10.3 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

*

2.7

100.0 % 100.0 %

. 1 100.0 %

.9 100.0 %

*Less than one tenth of one per cent.

TABLE XV AT A GLANCE

~

0

The previo~s two tables were in percentages. This one, and the two which

follow, present the same type of information in actual numbers for 19 61, 19 62,

and 1963.

Here are the travelers for 1961, and where they came from.

Although some of the percentages on the previous tables were small , the actual numbers on this one are impressive. For example, a quarter of a million Floridians vacationed in Georgia that year, and almost 1 . 4 million others were in the state on recreation trips, though their final destination
was elsewhere.

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

Number of Persons from Selected States and Regions, by Major Destination, 1961

Home of Traveler

Georgia

Destination of Traveler

Florida

Other States All Destinations

Georgia

10,441,400

820,700

767,700

12,029,800

Florida

240,900

1,389,600

1,630,500

Other Southeast

484,200 1,361,800

317,400

2,163,400

I

~

Mid-East

.......

New England

78,300 9,900

2,078,300 465,000

65,800 16,200

2,222,400 491,100

Great Lakes

144,500 2,180,900

24,100

2,349,500

Plains

18,400

158,600

15,600

192,600

Southwest

31,800

36,000

74,400

142,200

Rocky Mountains

5,500

13,800

3,200

22,500

Far West

14,500

22,800

21,700

59,000

Canada, Other Foreign Countries

4,600

196,400

2,400

203,400

Total

11,474,000 7,334,300 2,698,100

21,506,400

TABLE XVI AT A GLANCE . . .
I
~
N
Here is the same information for 19 62.
The number of trips increased 8% in 19 62 .
The most important sources of vacation/recreation travelers in Georgia are the Southeast, the Great lakes, and the Mid-East, . in that order.
Note how much more important the Great lakes is than the Mid-East as a source of visitors with Georgia destinations.

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

Number of Persons from Selected States and Regions, by Major Destination, 1962

Home of Traveler

Georgia

Destination of Traveler

Florida

Other States All Destinations

Georgia

11,215,200

885,500

828,200

12,928,900

Florida

259,000

1,507,600

1,766,600

Other Southeast

520,700 1,477,400

344,400

2,342 , 500

I

wo.t:.

Mid-East

84,200 2,254,900

71,400

2,410,500

I

New England

10,600

504,500

17,600

532,700

Great Lakes

155,400 2,366,300

26,100

2,547,800

Plains

19,800

172,100

16,900

208,800

Southwest

34,200

39,100

80,700

154,000

Rocky Mountains

5,900

15,000

3,500

24,400

Far West

15,600

24,700

23,500

63,800

Canada, Other Foreign Countries

4,900

213,100

2,600

220,600

Total

12,325,500 7,952,600

2,922,500

23,200,600

I

TABLE XVII AT A GlANCE .

~

~

Here are the 19 63 travelers.

The increase over 1962 was a smaller 3.4%. As is noted earlier, 1963 was considered by many to be a relatively poor travel year.

However 1 even this relatively small percentage increase meant three-quarters of a million more vacation/recreation travelers on Georgia highways . 150 , 000 of these were from out of state I most of whom traveled in Georgia both going to and coming from their final destination.

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

Number of Persons from Selected States and Regions, by Major Destination, 1963

Home of Traveler

Georgia

Destination of Traveler

Florida

Other States All Destinations

Georgia

11,529,100 1,359,600

402,900

13,291,600

Florida

266,300

1,567,300

1,833,600

Other Southeast

535,300 1,535,800

357,900

2,429,000

I

~

Mid-East

c.n

86,600 2,344,000

74,100

2,504,700

I

New England

10,900

524,500

18,300

553,700

Great Lakes

159,800 2,459,700

27,000

2,646,500

Plains

20,400

178,900

17,700

217,000

Southwest Rocky Mountains

35 1 100 6,100

40,600 15,600

84,000 3,500

159,700 25,200

Far West

15,900

25,700

24,400

66,000

Canada, Other Foreign Countries

5,000

221,600

2,700

229,300

Total

12,670,500 8,706,000

2,579,800

23,956,300

TABLE XVIII AT A GlANCE

I

.:::.

Because of the importance of the Southeast, Great Lakes, and Mid-East, the

O"l

number of travelers from each state in these regions is shown here separately

for 1963.

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 qarolina, Ohio, and Illinois.

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

Number of Persons from Southeast , Great Lakes, and Mid-East States, by Major Destination, 19 63

Destination of Travelers

Home of Traveler

Georgia

Florida

Other States All Destinations

Southeast

801,600 1,535,800 1,925,200

4,262,600

Florida

266,300

1,567,300

1,833,600

South Carolina

85,400

147,100

90,900

323 ,4 00

North Carolina

59,300

285,300

56,100

400,700

Virginia

18,900

230,100

29,000

278,000

West Virginia

10,000

105,700

1,400

117,100

Tennessee

148,000

429,000

22,200

599,200

Kentucky

24,900

241,300

6,700

272,900

I

Alabama

170,400

76,900

88,300

335,600

,l:>. ""-l

Mississippi

8,400

7,100

17,800

33,300

Louisiana

5,900

7,600

38,500

52,000

Arkansas

4,100

5,700

7,000

16,800

Great Lakes

159,800 2,459,700

27,000

2,646,500

Ohio Indiana Illinois Michigan Wisconsin

52,300 17,300 48,900 32,700
8,600

900,100 346,200 593,700 489,300 130,400

7 I 100 1,500 8 I 100 6,000 4,300

959,500 365,000 650,700 528,000 143,300

Mid-East

86,600 2,344,000

74 ,1 00

2,504,700

District of Columbia Maryland Delaware New Jersey Pennsylvania New York

3,500 6,100 5,600 17,700 23,700 30,000

62,500 155,900
28,400 471,200 511 1 700 1,114,300

3,200 7,600 1,200 22,700 13,700 25,700

69,200 169,600
35,200 511,600 549,100 1,170,000

TABLE XIX 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.

I

Note, however , how the seasonal pattern varies for different types of trips .

,t::.

(X)

I

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 highway's 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.

,

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

Seasonal Variation 1 Trips and Persons 1 by Major Origin and Destination 1 19 61

Origin and Destination

Spring Summer Fall

Winter

Total

Georgia to Georgia

Tri ps

36%

50%

8%

6%

100%

Persons

34

56

5

5

100

Georgia to Other States

I

Trips

21%

63%

5%

11%

100%

"tO""

Persons

19

68

4

9

100

I

Other States to Georgia

Trips

26%

58%

6%

10%

100%

Persons

24

64

5

7

100

Other States to Other States

Trips

27%

33% 11%

29%

100%

Persons

26

38

10

26

100

All Travelers

Trips

31%

44%

9%

16%

100%

Persons

29

50

7

14

100

TABLE XX AT A GlANCE
Shown here are the purposes for which vacation/recreation travelers spent their money in Georgia in 1961, 1962, and 1963.
(1'1
0
Despite the fact that Georgia residents took 52.5% of the total trips in 19.63, out-of-state residents accounted for 50.8% 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 expenditures.
These figures are in millions of dollars. The next table presents percentage distributions of these expenditures and enables some interesting comparisons to be made.

TABLE XX
EXPEND ITURES BY VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS

()1 I-'
Type of Expenditure

Totals, by Resident and Non-Resident Travelers, by Major Type of Expenditure, 1961-1963

(In millions)

Georgia Travelers

Out-of-State Travelers

1961

1962

1963

1961

19 62

1963

1961

Total 1962

1963

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

$ 23 . 8 48.2 35.6 13.9 15.6

$ 26 . 5 53.9 39 . 8 15 . 5 17 . 4

$ 28.7 57.9 42 . 8 16.6 18 . 7

$ 53.7 $ 59 . 5 $ 63 . 5

92 . 9 103 . 0 110.4

65 . 6

72.9

78 . 1

35 . 7 39.5 42 . 2

25 . 3 28 . 1 30.0

Total

$136.1 $1219.9 $159.5 $137 . 1 $153 . 1 $164.7 $273.2 $303.0 $324.2

,'\.
TABLE XXI AT A GlANCE
This percentage distribution of expenditures is for 1961. The 1962 and 1963 distributions are very similar.
(11
N
More of the out-of-state travel dollar goes for food, automobile expenses, and gifts than of the Georgia travel dollar; less goes for lodging and for entertainment. The pass-through traveler greatly influences this out-of-state 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 en route expenditure. If all pass-through parties spent at least one night in the state the out-ofstate lodging expenditure percentage would be higher. As it is, a number of travelers on coastal routes have no lodging expenditures at all in Georgia.

TABLE XXI EXPENDITURES BY VACATION/RECREATION TRAVELERS ON GEORGIA HIGHWAYS

Percentage Distribution 1 by Resident and Non-Resident Travelers 1 by Major Type of Expenditure I 19 61

Type of Expenditure

Georgia Travelers Out-of-State Travelers All Travelers

Lodging

22.0

17.3

19.6

Food

32.9

CJ1

w

Automobile expenses

22.0

35.2 26.0

34.0 24.0

Entertainment

16.0

10.1

13.1

Gifts I etc.

7.1

11.4

9.3

Total

100.0 %

100.0 %

100.0 %

"!

TABLE XXII 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 vaca-

tioning in Georgia, who selected beaches and swimming instead . Interestingly,

(.11

just as many out-of-state residents visiting Georgia selected viewing scenery as

~

did Georgians visiting other states, but this purpose was chosen by far fewer of the

Georgians vacationing in 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 1 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 1 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 1 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.

Trip Purpose

TABLE XXII

PURPOSE OF VACATION/ RECREATION TRIPS ON GEORGIA HIGHWAYS

a Percentage Distribution, by Major Origin and Destination, 19 61

Georgia Residents .
With Destinations

Out-of-State Residents With Destinations

In Georgia Out-of-State Total In Georgia Out-of-State Total

All Travelers

General air of relaxation and fun

41.7

57.8

44.2

54.9

69.0

67.7

61.4

View scenery

36.3

54.0

39 . 1

53 . 7

62.7

61.9

55.8

Beaches, swimming

38.3

53.6

40.6

37.3

53.6

52 . 1

49.0

Visit historical place

10.9

28.4

13.6

34 . 9

38.4

38 . 1

31.5

Fishing

31.1

30 . 8

31.0

13.4

24 . 0

23 . 1

25.2

(J1

Picnicking

(J1

Visit State Parks

32.4 14 . 3

24.6 18 . 5

31.2 15.0

23 . 9 20 . 3

16 . 4 17.3

17 . 0 17 . 6

20 . 8 16 . 9

Engage in or watch sports or sporting event

14 . 4

8.5

13 . 5

17 . 9

15 . 4

15.7

15 . 1

Visit National Park

5.9

20 . 4

8.1

14 . 9

17 . 6

17 . 3

14 . 9

Boa ting or water skiing

30.3

14 . 2

27 . 8

10 . 2

9. 2

9.2

14 . 2

Dancing, night life

4.8

8.5

5.4

7.8

10.2

9.9

8.7

Attend conventions

9.0

6.6

8. 7

7.2

4.3

4.5

5. 6

Camping

9.6

7. 6

9.3

3.3

3. 9

3.8

5. 3

Hunting

5. 7

3. 3

5.4

1.2

. 7

. 8

2.0

Number of trips in the sample

(1153)

(211)

(1364)

(335)

(3400)

(3735) (5099)

a Computed from multiple choice answers . Percenta ge s do not a dd to 100 per cent, but each is a pe rcentage of total trips given at the bottom of the column .

TABLE XXIII AT A GlANCE

()1
en

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 .

1

TABLE XXIII
NUMBER OF PERSONS PER VACATION/RECREATION PARTY ON GEORGIA HIGHWAYS

Seasonal Variation, by Major Origin and Destination, 1961

Major Origin and

Persons Per Vehicle

Destination of Trip

Spring Summer Fall Winter All Seasons

I

U1 "-l

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

3.1

Other States to Georgia

2.8

3.4

2.3

2.4

3.1

Other States to Other States

2.6

3.2

2.6

2.5

2.8

Total

2.8

3.4

2.4

2.5

3.0

"'

TABLE XXIV . AT A GlANCE

c.n

This table shows the number of days spent in Georgia and on the entire

co

trip by vacation/recreation travelers on Georgia highways.

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 1 of course I those who are vacationing in the state I rather than just passing through it.

TABLE XXIV 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, 19 61

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

Georgia to Other States

Days in Georgia

1.9

2.0

2.1

1.5

1.9

U1

(.0

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

2 6. 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

TABLE XXV . . . AT A GLANCE . . .

This table 1 and the next one also I contain information about the income of

{j)
0

vacation/recreation travelers on Georgia highways.

The

most

frequent

combined

family

income

is

between

$7 I

000

and

$9 999 . 1

This is above the national average for all non-business trips of between

$4 1 000 and $5 1 999 in 1963 .

59% of out-of-state travelers have incomes in ex cess of $7 I 000 , compared with 53% of Georgia travelers . This is understandable both because per capita personal income in Georgia is below the national average and because families with higher incomes tend to travel further from home.

Their relatively high income makes vacation/recreation travelers on Georgia highways a very attractive market.

TABLE XXV INCOME LEVEL OF VACATION/RECREATION PARTIES ON GEORGIA HIGHWAYS

Percentage Distribution, by Resident and Non-Resident Travelers, 1961

Income of Tourists

Georgia Tourists Out-of-State Tourists All Tourists

Under $3,000

8

$3 I 000 to $4 1 999

13

0)

$51 00 0 to $ 6 1 9 99

20

I-'

$ 7 I 000 to $9 1 999

20

$10,000 to $14,999

19

$15,000 and over

14

6

6

10

11

18

19

22

21

20

19

17

17

No response

6

7

7

Total

100 %

100 %

100 %

TABLE XXVI AT A GlANCE

Here are estimates of combined family income by regions.

Income levels of the other southeastern states are about the same as for Georgia.

en

N

62% or more of the travelers from New England, the Great Lakes, the

Plains and the Southwest had incomes in excess of $7, 000; 46% or more

had incomes in excess of $10, 000 . This compares with 53% above $7, 000

and 33% above $10, 000 for Georgians and 53% above $7,000 and 30%

above $10, 000 for the other southeastern states. The Mid-East falls in

between, with 59% above $7,000 and 40% above $10,000.

The samples from the Far West and Rocky Mountains were too small to allow much confidence to be placed in that particular distribution.

It should be emphasized that these were the income levels in 1960-61. Current incomes are undoubtedly higher than the levels shown here.

TABLE XXVI INCOME LEVEL OF VACATION/RECREATION PARTIES ON GEORGIA HIGHWAYS

Percentage Distribution, by Regional Origin of Travelers, 1961

All Origins

$3,000 $5,000 $7,000 $10,000 $15,000

Under

to

to

to

to

and

Income

$3 , 000 $4,999 $6,999 $9,999 $14,999 over Unknown Total

Georgia

8

13

20

20

19

14

6

100%

Other Southeast

7

11

21

23

15

15

8

100%

Mid-East

6

10

17

19

20

20

8

100%

0)

w

New England

4

6

18

16

30

18

8

1 00'7o

Great Lakes

4

9

19

26

20

16

6

100%

Plains

4

10

20

25

17

20

4

100%

Southwest

2

4

17

29

29

17

2

100%

Rocky Mountains

20

30

10

10

0

20

10

100%

Far West

0

7

22

25

18

21

7

100%

Other

4

1

18

22

20

20

15

100%

-I

TABLE XXVII AT A GlANCE o o

Out-of-state vacation/recreation travelers have some very definite ideas concerning improvements which Georgia might make in its treatment of travelers.

The first column shows the results of the statewide survey in 1960-61. One third of the respondents commented unfavorably on Georgia's highways and 15% complained strongly about laws and law enforcement .

No statewide survey has been made since 1961 1 but a three year comparison of suggestions by travelers on U . S . Highway 301 gives some

idea of the change in visitor attitudes which is occurring . The second

column below contains result s from a highway survey station located on

O"l

U.S . 301 north of Sylvania. In January 19 62 a Welcome Center was

~

opened a t that same location . Columns three and four contain results

from surveys of visitors to that Center in 1962 and 1963 .

A statewide road widening and resurfacing program probably accounted for the decrease in highway complaints from 1961 to 1962 . Complaint s incr eased again somewhat in 19 63 but they were more concerned then with completion of interstate and multi-lane highways than with e x isting road conditions I as they had been in 19 61 .

Legisla tive action to control speed trap conditions probably accounted for the one - third drop in complaints abou t law enforcement b e tween 19 62 and 1963.

The studie s are not completely comparable in that people kindly disposed to a s ta te may be more inclined to stop a t a Center . However 1 the hospitality of the Center probably had much to do with the significant decline in complaints about att itudes toward visitor s .

TABLE XXVII
IMPROVEMENTS SUGGESTED BY OUT-OF-STATE VACATION/ RECREATION TRAVELERS ON GEORGIA HIGHWAYS

Comparison of 1961 Statewide Survey with 1961, 1962, 1963 Highway 301 Surveya

Improve

Statewide Highway Survey
1961 %

U.S. Highway 301 North of Sylvania, Ga.

Highway Survey 1961 %

Welcome Center Survey

1962

1963

%

%

Highway conditions

Law and enforcement of laws

Attitude toward visitors

Pr operty bordering highways

0)

U1

Commercial facilities

No improvements needed

Roadside parks and equipment

Information about the state

State Parks, natural conditions

32 . 8 14 . 9
7.8 6. 1 5.7 3.8
.8 . 8 (b)

26 . 9 16 . 3
7. 6 7.6 9.1
(b)

17 . 4 18 . 6
1.7 4.3 6. 0 11.9 6.4 2. 1 (b )

22 . 6 11.3
1.1 4. 5 4.5 16 . 2 6. 1 1.9 1.5

No response to the question

48 . 3

56 . 4

38 . 8

35 . 7

Numbe r of parties re s ponding

(3731)

(564)

(420)

(1189)

a Computed from multiple choice answers . Perce ntages do not a dd to 100 per cent , but ea ch is a perc e nta ge of the number of parties responding .
b Code added in August 19 63.

TABLE XXVIII AT A GlANCE

Georgia's rich history and beautiful scGnery stand out as the things most

O"l

O"l

enjoyed by her out-of-state visitors.

The significant change in visitor attitude which was noted in the previous table is emphasized here. Twice as many Welcome Center visitors commented favorably on the hospitality and friendliness of the people as did highway trave1ers at that same location a year earlier.

Note also how popular the Welcome Center itself is.

There is little doubt that the three Centers now operating are doing much to improve the image of the state held by vacation/recreation travelers.

TABLE XXVIII
THINGS ENJ OYED BY O UT- OF-STATE VACATI ON/RECREATION TRAVELERS ON GE ORG IA HIGHWAYS
Co mparison of 1 9 61 Statewide Survey with 19 61, 19 62 , 19 63 Highway 301 Surveya

Vi s itors Enjoyed Most in Georgia

Statewide Highway Survey
19 61 %

U.S . Highway 301 North of Sylvania , Ga.

Highway Survey 1961 %

Welcome Center Survey

19 62

1963

%

%

Natural or historic attractions

CJ)

Welcome Center

-....]

People

Highways

Commercial development

"Nothing" (other unfavorable answers)

39. 6 (b) 10 . 5 14 . 1 10 . 5 1.7

27 . 1 (b) 9. 7 11.4 11. 1 2.1

37 . 2 32 . 1 23 . 1 18 , 8 16 . 2
1.4

36 . 1 27 . 1 19 . 8 16 . 1 11.4
. 6

No response to the question

45 . 8

57 , 5

38, 8

20 . 4

Number of parties responding

(373J)

(564)

(420)

(1 189)

a Computed from mu ltiple choice answer s . Pe rcenta ges do not a dd to 100 per c e nt , but ea ch i s a percentage of the number of parties responding .
bThe Welcome Center opened in January 1962 .

TRAVEL RESEARCH IN GEORGIA HOW THE ESTIMATES ARE MADE
Georgia's travel research program had its ongm 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 Industry and Trade (then called the Georgia Department of Commerce). Those charged, for the first time, with the responsibility of promoting tourism in the state of Georgia had almost no factual 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 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 19 60 and running through the summer of 19 61, 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.
- 69 -

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 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 is 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 6:00p.m. Occasionally, when travel distance to the next station to be run was a factor, the hours of 6:00a.m. to 2:00p.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 eighthour 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 Bureau and entered into punched cards by the State Highway Department, which also ran the tabulations from the cards. The Bureau was responsible for the processing of all data from the mail-back 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
- 71 -

in the state , an additional problem would be encountered in that bad weather and scheduling difficulties a t times prevented individual stations from being run a t the most desirable time. Thus, it was not possible to as s ume that, taken as a whole, the data possessed the same characteristics as total annu.al traffic in the state, an assumption which would have made the ex pansion 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 analysi s of the early tabulations revealed that the roads on which the survey s tations were located fell into three distinct categories, and it was decided to make us e of these categories in a ttempting to overcome the problem of the non-representativeness 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 prindpal 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 interviews 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 ca te gor y of roads among the various types of trips known to have been ta ken on that category of roads was then a relatively simple one.
- 73 -

It is possible that the number of tourism a nd recreation trips estimated in the study may be understated somewhat because of the presence in the data of proportionally more week-da y i nterviews and fewer week-end interviews. It was possible to run week- end surveys only every third week. Since recreation traffi c is much he avier on week-ends I the sample probably contains more non-recreationa l traffic than it should. However 1 this probably was at least partially offset by the process of selection of the survey stations which at least in some instances placed emphasis upon roads which were thought to contain heavy recreation traffic.
Another limitation arises from the number and location of the stations. At least twice the number of stations would have been required to have given adequate coverage to all sections of the state. Because of the vehicle mile technique of expansion which was used I it was possible to estimate recreation traffic even in those sections of the state which were not adequately represented by survey stations. However I this did not compensate for the absence from the sample of purpose of trip and origin and destination information from these sectors.
The decision to proceed with the study was made on October 15 1 19 60. The fall series of field interviews was begun one month later on November 15 and ended on December 20. The winter series began on January 3 1 and ran through March 1. The spring series was run from March 21 to May 10. The summer series began on June 6 and ended on August 3.
The late start in the fall and exceptionally bad weather in the winter limited the number of stations which could be run during those seasons to 26 and 32 respectively. The Highway Department was able to run 42 stations during the spring and 40 during the summer season. The final estimates probably I therefore I are not quite as accurate for fall and winter as they are for spring and summer.
YEARLY ESTIMATES
Each year 1 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 1 but the scope of the study is expanded each year. Also I as additional data become available and improved techniques of measurement are developed I the figures for earlier years are revised to keep them on a comparable basis with current estimates.
The yearly estimates of travel volume are based on an analysis of vehicle miles on the various categories of highways I following the 1960-61 methodology. The reader is cautioned though I that preliminary 19 60-61 trip estimates reported in the original survey as one-way travel have been converted to round trips for this publication. The number of tourists I too I are reported on a round-trip basis.
- 75 -

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 U. S. Department of Commerce publications form the basis of estimates of total employment and wages in the travel industry.
Proprietors 1 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 an application of approximate national operating ratio 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 Industry and Trade now has in operation three Welcome Centers whose facilities give the state an opportunity to personally acquaint tourists with Georgia 1 s vacation attractions. Four more are under construction or in the planning state.
The Sylvania Station, located on U. S. 301 near the South Carolina state line, began operation in January of 1962. Savannah opened its station in July 1963 at the foot of the Talmadge Memorial Bridge on U. S . 17. Operation of the Lav.onia Station on Interstate 85 commenced in January of this year.
Each party visiting a Center is requested to sign a visitors 1 register and to furnish certain basic information about the trip. Out-of-state visitors are also given a questionnaire to complete and mail to the Bureau as they leave the state .
Information contained in these forms is edited, coded, and transferred by the Bureau into punched cards for tabulation.
- 77 -

Each month the Bureau prepares a report of activities at the Welcome Centers for the Tourist Division of the Department of Industry and Trade. The volume of visitation and general characteristics of out-of-state travelers 1 detailed origins and destinations, and daily activity are included in the monthly data. Annual reports are also prepared by the Bureau. Welcome Center research serves the dual purpose of providing analysis of specific highways and checking tourist characteristics. Since the information from the register and the questionnaire is similar to that obtained in the initial 19 60-61 survey 1 the use of these Centers as sources of data may make another extensive highway survey unnecessary in the future. The Bureau is preparing for publication a three-year comparison of the results obtained from card questionnaires returned by out-of-state visitors to the Sylvania Welcome Center. The Savannah and Lavonia Centers have not been in operation sufficient time for comparative analysis.
- 79 -

GRADUATE SCHOOL OF BUSINESS ADMINISTRATION J. Whitney Bunting, Dean

BUREAU OF BUSINESS AND ECONOMIC RESEARCH
William B. Keeling, Director David C. Hodge, Associate Director Clio C. Norris, Assistant Director Polly W. Hein, Research Associate Lawrence F. Pinson, Research Associate Helen W. Teske, Technical Assistant

STUDENT ASSISTANTS
John S. Bedingfield William Gleaton Marvin Isenberg Glenda Mashburn Jane Mauldin

Samuel L. Oliver Richard B. Russell, IV William M. Schiller David Sims Thomas A. Weldon