Spring break travel is a unique North American youth tourism phenomenon, generating millions of dollars for the tourism industry. This longitudinal study surveyed students at the University of Wisconsin-Stout, USA, over a four-year period. It examines the changes that have occurred in spring break travel patterns over the years of 1991 to 1994. Implications for marketers, tour operators and destinations are presented.
US Department of Education ( 1990) 'Digest of Educational Statistics', Washington, DC, Center for Educational Statistics.
2.
Hobson, J. and Josiam, B. (1992) 'Spring Break Student Travel — An Exploratory Study', Journal of Travel and Tourism Marketing, Vol. 1, No. 3, pp. 87-97.
3.
Mcleod, B. (1991) 'Where the Boys Aren't ', Chicago Tribune, 29th March, pp. 1, 2.
4.
Waldrop, J. (1992) 'Spring Break Grows Up ', American Demographics, March, p. 4.
5.
Hobson and Josiam, see ref. 2 above.
6.
Ibid.
7.
Josiam, B., Clements, C. and Hobson, J. (1994) 'Breaking the Stereotypes of Youth Travel. Understanding the Spring Break Market', Tourism: State of the Art, Wiley & Sons, Chichester, pp. 322-331.
8.
'From Sex to Chic' (1995) The Economist, 22nd April, p. 33.
9.
Shinkle, K. (1991) 'Spring Break Gets Organised' , The Tampa Tribune-Times, Florida/Metro, 24th March, pp. 2, 11.
10.
Waldrop, J. (1993) 'Spring Break', American Demographics, March, pp. S2, S6.
11.
'Bacchanalia or Bust' (1987) The Economist, 18th April, p. 82.
12.
Cardona, M. (1993) 'Spring Break Makes Agent Big Man on Campus', Travel Weekly, 25th February, p. 49.
13.
'Suds De-emphasised for Spring Break 1991' ( 1991) The Key West Citizen, 8th April, p. 1.
14.
Ryan, P. (1990) 'Putting the Brakes on Spring Break', TheTampa Tribune, 1st February, p. 1.
15.
Waldrop, ref. 4 above.
16.
Ibid.
17.
'Bacchanalia or Bust', ref. 11 above.
18.
Sanders, B. (1990) 'Students Taking a Break from Florida', Sun-Sentinel, 18th February, p. 1A.
19.
Josiam, Clements and Hobson, ref. 7 above.
20.
Hobson and Josiam, see ref. 2 above; and Josiam, Clements and Hobson, ref. 7 above.
21.
Tourism Research Planning Committee (1975) 'Standard Definitions and Classifications for Travel Surveys', Federal-Provincial Conference on Tourism , Ottawa.
22.
Dillon, W., Madden, T. and Firtle, N. (1987) 'Marketing Research in a Marketing Environment ', Mosby College Publishing, St Louis, p. 129.
23.
Borg, W. and Gall, M. (1989) 'Educational Research', Longman , New York, 5th edn, p. 422.
24.
Consumer Confidence Index ( 1994) 'Consumer Confidence Survey', The Conference Board, New York, August. (25) Reiss, S. and Lamb, C. (1992) 'To-ga! To-ga! To-ga! To-ga!', Newsweek, 30th March, p. 53.
25.
Zbar, J. (1992) 'Spring Break Cools Off in Daytona Beach', Advertising Age, 30th March, p. 15.
26.
Waldrop, ref. 4 above.
27.
Lyke, R. (1990) 'Florida Communities Brace for Spring Break', Hotel and Motel Management, 12th March, p. 58.
28.
Higgins, S. (1992) 'Corporate Sponsors Follow the Crowd', The News Herald (Panama City ), 2nd February, p. 1B.
29.
'Suds De-emphasised for Spring Break 1991', see ref. 13 above.
30.
Higgins, ref. 29 above.
31.
Reiss and Lamb, ref. 25 above.
32.
Carter, J. (1991) 'Spring Break Reservations Down for '91', The News-Journal (Daytona Beach), 30th January, p. 1A.
33.
Cardona, ref. 12 above.
34.
Higgins, C. (1994) 'Tips for Targeting Spring Break Market', Travel Weekly, 10th March, p. 30.
35.
'Ads Target Adults Who First Came to Town for Spring Break' (1992) Travel Weekly, Guide to Florida: Greater Fort Lauderdale, 19th March, p. F23.
36.
Shinkle, ref. 9 above.
37.
Kalogerakis, G. (1992) 'How to Win Friends ... and Throw Up on People', Esquire, April, p. 84.
38.
Clements, C. and Josiam, B. (1995) 'Role of Involvement in the Travel Decision', TheJournal of Vacation Marketing , Vol. 1, No. 4, pp. 337-348.
