Cover

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Contents

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Acknowledgments

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pp. vii-ix

Around 2005, I started to think a lot about travel. Like just about everyone else, I’d always enjoyed getting away. But for some reason, vacation travel started to . . .

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INTRODUCTION: The New Leisure

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pp. 1-10

In 1959, Alfred Hitchcock appeared before movie audiences and asked, “Have you planned your vacation yet?” The occasion was the trailer for . . .

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1. THE NEW MOBILITY: Travel and Leisure in Depression and War

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pp. 1-30

Surveying the state of American leisure in 1940, historian Foster Rhea Dulles described a nation remade by a half-century-long . . .

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2. CREATING HOLIDAY: Market Research, Play, and Magazine Reading

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pp. 31-57

As World War II drew to a close, businesses in the United States and their backers in government envisioned a coming era of unbound consumer spending.1 Scanning the horizon for . . .

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3. SELLING VACATIONS: Tourist Travel, Free Time, and Classlessness

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pp. 58-81

In the summer of 1946, twelve friends from Canton, Ohio, calling themselves the Kitty Kat Klub, embarked on a three-week train journey . . .

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4. “THIS IS HOW IT WILL BE WHEN YOU GET THERE”: Destination Profiles and Middlebrow Geography

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pp. 82-PS16

In March 1947, a lengthy profile of Mexico penned by author Anita Brenner appeared in Holiday. Brenner, an expatriate American journalist and . . .

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5. CASTING LURES: Tourism Advertising and the Experiential Ethos

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pp. 103-127

Poking fun at the barrage of ads pitching cities, states, and nations in postwar magazines, Advertising Age featured a cartoon in . . .

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6. GOING OFF THE BEATEN PATH: Authentic Places and the End of an Era

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pp. 128-144

As the 1950s drew to a close, Life devoted an issue to the fastchanging face of American leisure. Russell Lynes, editor of Harper’s Magazine and author . . .

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EPILOGUE: From National Folkway to Personal Quest

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pp. 145-148

Midcentury American tourist culture helped set the stage for larger structural adjustments to the global economy in the early 1970s and . . .

Notes

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pp. 149-193

Index

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pp. 195-204