Holidays and the economically disadvantaged

Current issues Holidaysand the economically disadvantaged HowardL.Hughes

Holiday-taking

About 40% of the UK adult population does not take an annual holiday many because they simply cannot afford to do so. Although low income is a problem beyond the control of the tourist industry, certain strategies could be adopted to gain access to this market, eg enabling low income consumers to pay current ‘market’ prices or reducing prices. Limited schemes for reducing the financial barrier to holiday participation are available in the UK and are generally run by charitable organizations. Holidays play an important role in alleviating the stresses of modern life and ways of making them available to all should be investigated. Howard Hughes is Lecturer in the Department of Hotel, Catering and Tourism Management, Manchester Polytechnic, Old Hall Lane, Manchester Ml4 6HR, UK.

‘English Tourist Board and Wales Tourist Board The British Tourism Market 1988, English Tourist Board, London, UK, 1989; and British Tourist Authority Digest of Tourism Statistics, No 12, BTA, London, UK, 1988. This does not mean that nonholidaymakers have never had a holiday nor that they are infrequent holidaymakers. Data relating to this is not available. continued on page 194

TOURISM

MANAGEMENT

the adult

is not universal

population

of the UK.

among

Over

the period I!%30 - 87, between 58% and 62% of the adult population took a holiday (of four or more nights duration).’ The English Tourist Board in its publication Tourivnz for All is clearly of the view that this participation can and should be raised.’ The Tourism for All working party was concerned in particular with the problems of the disabled and the ways in which the tourist and transport industries could facilitate increased participation. Others who might face difficulty going on holiday were also identified but the report of the working party contained fewer practical strategies for assisting these groups. Although assisting the disabled to have holidays requires no apology, the problems faced by other nonparticipants remain and need to be addressed. Unlocking the ‘disabled market’ may, in some ways, be an easier task than that of unlocking that which arises, for instance, because of limited income. Part of the problem of the disabled is ‘accessibility’ and it is within the hands of the tourism industry to initiate strategies that will improve that LOW incomes, however. are outside

September

1991

the control of the tourist industry and strategies might need to operate at the level of government - to affect the economic prosperity of the country and the distribution of income within it. There may, however, be a number of strategies that can be adopted by the tourist industry, either alone or with others, to unlock this part of the market.

Barriers Being disabled or sick are not the most significant barriers to holiday participation. A 1985 survey cited in the Towisrn for All report showed that the single most important reason for nor taking a holiday was ‘could not afford it’ - this was mentioned by 39% of respondents. The next most important reason was ‘personal disability’ (14%). The significance of ‘could not afford’ a holiday varied according to socioeconomic group of the respondent - 12% of AB and 52% of DE non-holiday-makers. A survey in 1985 of the 12 member states of the European Community confirms that the single most important reason for not going on holiday was ‘could not afford it’ (44%).7 There is, of course, a link between

193

Unemployed

Single parent

IIIII

Sick/disabled

0

Pensioners

IB

q q .’ ?.jjjy

Figure 1. ‘The poor’, the

lowest

quintile

household

income

tus of family

composition (20%)

group

by economic

head,

of of sta-

Full time worker

%) Other

1985.

Source. Central StatistIcal Office, Social Trends no 20, HMSO, London, UK, 1990.

1. Table necessities.

The

public’s

perception

of

disabi.lity tice

and

there

cffccts % classifying Rank (1) 12)

ii (4) (12) (17) (23) (26)

each item as a necessity Item Heating Indoor toilet Damp-free home Bath Refrigerator Washing machine Holiday Televtslon

97 96 96 94 77 67 63 51

J Mack and S Lansiey, Poor &fain. Allen and Unwon. London, UK, 1985.

George

has

heen

of

the

‘sick

ed,

Developments

-in

Sociology,

Vol

1,

Causeway Press, Ormskirk. UK. 1985. Poverty is.defined in this instance as those with income at or below 140% of supplementary benefit level (now ‘income support’). This is the measure first cited by B. Abel-Smith and P. Townsend, The Poor and fhe Poorest, Bell, London, 1965. ?Zentral Statistical Office, Social Trends 20. HMSO, London, UK, 1990. 6English Tourist Board and Wales Tounst Board, op tit, Ref 1. ‘The TourMr~ for A// survey showed that 10%

of non-holidaymakers had no wish to and 9% preferred to spend their money on other things. ‘J. Mack and S. Lansley, Poor Britain, George Allen and Unwin. London, UK, 1985.

take a holiday,

‘D. Dawson, ‘Leisure and the definition of poverty’, Leisure Studies, Vol 7, No 3, 1988, pp 221-231. See also ibid.

194

and where

is. however,

‘poor’

in this country

not associated abled.

that

with

being

households

likely

to

there

arc.

sick or dis-

among

is the

(33%).

(See Figure

those

on IOVV incomes

shows

in Figure

in-

Together.

mnrket

not known.

other) Despite

an important it

to taking

possible

of low

take ;I holiday. ticipation

by

that

income

(Likewise. the

IndIrect

in the form lar

age

groups day

by

is evidence,

however.

sary’

part

study

of poverty

of

groups

is unlikely.

of DE

groups with

take 78%

low

parbe

of the is not

high

;I holiday of AB,

holi-

income

For instance,

from

per year (not

43% (1987),

and 46%

TOURISM

necessity.

surveyed

a\vay

staying

with

;I ‘necessity’.s 97%

of

the

This respon-

‘heating’

to be ;I

Some of the items cited as a

‘necessity’ holiday

be

A that

holiday

;I one-week

with

do

life. found

popul:Ltion

considered home

to suggest

in the UK

dents who considered

could

that

is

;IS a ‘ncces-

contemporary

comp;lres

socioeconomic by

noii-particip~lnts

are regarded

;I holi-

by particu-

and it suggests

income.

are not seen as

significance.’

a high

of participation or

by DES and

beyond

some

to

ix available

participation

compared

is

evidence

groups

though esplana-

and, in this sense. a lack of ;I holiday

relrttives)

holiday

disabled

than

many

It may be that holidays

being

groups

high.) Thus the true extent ‘problem’ of norl-p~trticipation known.

by

groups

low income

barrier

is still

proportion

participation income

more

incomes.

range

63% of the adult

(OI- any

day,

low

doubtless,

65s which

There

larger

Extent low

are

incomes

and the over 6.5s art‘ also

that holidays

of holiday

DE

‘Necessity’ and benefits

than the disabled.

The extent

in

lower

have

a priority

;I

alI

a potential

rather

over

takes

64’X of 25-54

tions for non-p~irticip~ition

of little

as represented

1, may constitute

undeveloped

The low

unemployed

I).

in AB

is

with

Those have

of

incomes

group

to

poverty

.5’%) are sick/disabled.’

single

likely those

of the house-

the lowest

only

hirgest

age group.”

half

age group

compared

number

whose

A consideration

holds

holiday.

arc’ ‘poor’.’

;I large

with

of the 65 and over

the two

itbout

disabled‘

or

in prac-

to distinguish.

ustimatcd

There

come

continued from page 193 ‘English Tourist Board Tounsm for AI/, ETE, London, UK, 1989. 3Euromonitor European travel trends and prospects, 7980-1995. Euromonitor PubIlcations. London, UK, 1988. 4J. Higgins, ‘Poverty’, in M. Haralambos,

income

be casts

may be difficult

It

that

source:

low

will

arc shown ranked

1 - ;I

in Table

73rd out of the list of

‘necessities’. Lack

of such necessities

accepted

is currently

by some researchers

of defining approach

conceives

of poverty

inability

to have consumer

services

‘normally

by the average to

go

activities

as ;I \vay

those who are ‘poor’.

on

token

person’.”

holiday

and

is an inability

MANAGEMENT

This ;IS the

goods

and

for

granted

An

inability

other

leisure

to ‘p:trticipate

September

1991

in the commonly accepted style of life of the community’.“’ Holidays are an important part of contemporary life and involuntary non-participation may be an indicator of ‘poverty’. If considered to be a necessity. nonparticipation in holidays will lead to a feeling of deprivation. In addition. holidays can perform real functions that are beneficial to individuals and society. These functions are wellunderstood and well-documented by now. ” The ‘change’ and ensuing benefits associated with holidays may be of particular significance, however. to people who are isolated, stressed. dependent, ill or materially deprived.

Earlier developments

“D. Dawson, ibid. “See, eg a summary in H. Hughes, ‘Cullure as a tourism resource: a theoretical consideration’, Tourism Management, Vol 8, No 3, 1987, pp 205-216. “Social Tourism Study Group, Holrdays: fhe social need, English Tourist Board, London, UK, 1976. 13During 1987-88, 60% of enquiries were from or on behalf of the disabled, 14.4% the elderly, 7.9% one-parent families and 1.8% low income individuals and households. Source: Annual Report of the Holiday Care Service, 1987-88. “‘j. Kaspar, ‘Leiske, recreation and tourism in socialist countries’, IntemaOonal Journal of Tourism Management, Vol 1, No 4, 1981, pp 224-232; M. Pearlman, ‘Conflicts and constraints in Bulgaria’s tourism sector’, Annals of Tourism Research, Vol 17, No 1, 1990, pp 103-I 22; and J. Wilson, Polifics and Leisure, Unwin Hyman. London, UK, 1988. 15See op tit, Ref 12; A. Haulot, ‘Social tourism: current dimensions and future developments’, Tourism Managemenf, Vol 2, No 3, 1981, pp 207-212; H. Teuscher, ‘Social tourism for all: the Swiss travel saving fund’, Tourism Management, Vol 4, No 3. 1983, PP 216-219: and S. Troisaros. ‘Social tour&m’, Annals of Tourism-Research, Vol7, No 3,1980, pp 487-490. For non-European experiences, see: C. Moulin, ‘Social tourism: developments and prospects in Quebec’, in P. Murphy, ed, Tourism in Canada: selected issues and options, University of Victoria, Victoria, Canada, 1983; and S. Pyo and R. Howell, ‘Social tourism: the Korean case’, Tourist Review, No 3. 1988, pp 16-19.

TOURISM

MANAGEMENT

In the 1970s. the English Tourist Board and the Trades Union Congress, through the ‘Social Tourism Group’, examined the issue of holidays for the disadvantaged.” Subsequently, the Holiday Care Service was established in 1981 to hold and distribute details of holidays for the disadvantaged. The service is a charity financed by donations. Most of its enquiries have been from or on behalf of those with a physical handicap.‘3 The Social Tourism Group also COIIsidered low income groups though mainly wage earners and suggested that their interests would be best served through the provision of trade union information about holidays. Discounted holidays for union members and holiday savings schemes were also recommended but the concept of subsidized holidays did not receive a great deal of support from workers surveyed for the report. Such holidays, as distinct from discounts on commercially-available holidays. are perhaps associated with a form of ‘special’ provision of facilities (by union, employer or state) that is more common in other European countries. The Social Tourism Group believed that the lack of interest here, among low wage earners, in such subsidized holidays might arise because of the widespread availability of low cost accommodation in this country (including holiday camps, caravans, camping and boarding houses). Despite considering experiences in

September

1991

a number of other European countries. more radical policies for extending holiday participation were not recommended by the group. There is a number of organizations and schemes in the UK which exists to bring holidays within the reach of households with low incomes but there does not seem to be the degree of interest in, nor scale of provision, that exists in many other European countries.

European experiences The East European countries, at least when Communist-governed, have given considerable encouragement to ‘social tourism’ - usually domestic or between the communist countries. It has been financed and organized in a variety of ways, including through workers’ organizations, production enterprises, youth organizations, as well as directly through the state itself.” In Western Europe, social tourism has taken a different form. Policies have been actively pursued in a number of countries such as France, Germany, Belgium and Switzerland,” and have included government assistance for organizations that provide XCOIIImodation at low price> to the consumer. Finance for such organizations also comes from unions and employers. There are also savings schemes financed jointly by unions, employers, the tourist industry and others. which enable savers to obtain discounted holidays and transport. In the UK, schemes for reducing the financial barrier to holiday participation are limited. Local government has, in the past, made some provision of holidays for the disadvantaged, especially the disabled, though it is not obliged to do so. In the current climate of restricted financial resources available to local government, this provision has reduced significantly. Low income groups are the particular concern of organizations such as the charity Family Holidays Association (founded in 197.5) which provides holiday grants for deprived families under pressure. The Pearsons Holiday Fund (founded lS92) exists to send children from inner cities on seaside

195

and

country

ABTA

holidays.

tour

holidays There

operator, for

Splash,

one-parent

are a number

of tour

but there

subsidization A

operators

participation.

ated with the

in their

for

Country

Pilot

During

1989 and

disadvantaged

‘A holiday can provide a release from the grind of poverty’

from

the

1990,

and

West Country inclusive

associ-

A/l study a number and

Bristol

a week’s holiday of fl0

The

and enter-

holidays

during

and November.

as being

however,

the

cerned

grind

directly

then

a case for

argued

-

consumer

the

a direct

government could

;I bubsidv

are

more

create

an economic

climate

nomic

well-being

results

er, are not able to participate

in holi-

activity

agencies.

days unless they can pay commercial

private

prices

to

futile

prises.

There

commercial is relatively

consideration

of

who are unable provision

tourist

the

to afford

of

a holiday

from

(ospccial-

is ‘a necessity’,

and a holi-

then

there

well be a good cast: for active intervention

in order

to bring

within

reach of such deprived

There

may,

resistance

of course,

to the idea

towards

the

cost

unemployed, ployed countries.

than

sought

any of these

groups

be widely

appropriate.

Such necessity his/her

purports Thus

of the

own within

to offer

poverty

to be incmphaindividual

problems,

the

arc

it

income

consumers

market

prices.

will

br

It is then this issue.

two

‘market’

is to rcducc

options. consunprices

prices

below

and

for

low

the current

Conclusion Ultimately,

there

for

participation

significantly,

the

problem

within ism the

of

whole

influence

than

action. lightly,

suit. They

are an essential of society

disadvantaged

important,

therefore,

for

all eco-

or not.‘”

It is

extending

should

as ju5t

be pur-

whether

as a charitable.

untapped

re-

escape from

that

participation

fabric

cannot

essential

nomically

social

has

and furth-

as a frivolous

reality’,

nor

rather

it

Holidays

dismissed

the members

this.

require

examination

hitherto

TOURISM

does

so far in this country

esercise,

that

is not

of the tour-

ceived

all.

of

given

income

closer

the

that

holiday

Notwithstanding

issue

‘paramount

little

overall

low

the direct industry.

as an investment the validity

bc

to raise

holiday

that

may

can be done

seen simply

is, by implication,

of this reduces

the other

the and

government

low income

ers to pay current

and maximum

fault of the poor. None

then

direct

there

a climate

opportunity

from

to deal with

Basically

If to

Lvhcre eco-

for holiday-taking.

left to others

er positive

to

to go on holiday

of self-interest gain

the

culture’

assistance

a culture

resolving economic

UK govern-

considered

sizes the pursuit

other

to encourage

financial

the

less sym-

in many

of an ‘enterprise

in this country,

for

The unem-

much

At a time when

development

holidays

of contributing

regarded

have

may

persons.

of holidays

here

-

expect

assistance

firms.”

-- consumers

enterprise to

the

financial

be a certain

for instance.

are

pathetically

may

nor

are real benefits

a holiday

the disadvantaged)

ments

those

others

One is to enable

If it is so that there

day

little special

plight

for them.

to be derived ly for

enter-

of

be

to

concerned

howcv-

Most

economic

of its citizens,

or to the provider

governments

If it

to be con-

holiday-taking whether

;I

it is not at the

well-being

for

I6

poverty,

programmes.

with

social)

prob-

provide of

of government

(and

for

quality

and housing.

even if, in its own right, is the role

priority

- including.

top of social welfare

months

The parti-

can.

from

be rc-

;I better

education

A holiday

other

well

of greater

of life for ‘the poor’

release

of

may

towards

better

welfare

provision

services

contributing

greater

a social

of the disadvantaged.

and charitable

196

garded

be in the

to encourage

the

and

ably,

to the benefits

From

perspective.

subsidy

by social services

of all

goods

been

ha\,e

the off-season

cipants were chosen

16For a consideration of the role of ‘leisure’ in the lives of the unemployed see T. Kay, ‘Unemployment’, in M. Haralambos, ed, Developments in Sociology, Vol 5, Causeway Press, Ormskirk, UK, 1989; and S. Glyptis, Leisure and unemployment. Open University Press, Milton Keynes, UK, 1989. “H. Hughes, ‘Government support for tourism in the UK: a different perspective’, Tourrsm Management, Vol 5, No 1, 1984, pp 13-19. “S. Cohen and L. Taylor, Escape attempts: the theory and practice of resistance to everyday life, Allen Lane, London, UK, 1976.

in

board and lodg-

ing. and visits to attractions

of October

in

seaside resorts at a low

price - a maximum

available

of

people

1989 for coach travel, tainment.

is

Scheme’.

disabled

Birmingham

areas were offered

of

activities. initiative

the Towkrn

‘West

market

relating

and it may thus

interests

is no element

commendable

the arguments of holidays

families.

who aim at the senior citizen segment,

an

offers low price

not

be

altruistic

exploiting

market,

but

in the well-being

a more and

of the country.

MANAGEMENT

September

1991