According to Orvar Lofgren in On Holiday: a history of vacationing--
The postwar years saw an increased interest in the didactic importance of tourism and leisure, which seems to have culminated in the 1960's. In both Sweden and the United States the government tried different approaches to promote outdoor life. Not only was it good for the nation, a number of American studies in the 1960's and 1970s declared, wasn't there correlation between family cohesion and camping? (The answer turned out be Yes and No.)
This was the era when state and market increasingly cooperated to develop common strategies for domestic tourism.
In some national settings the strategies resulted in attempts to develop "a science of tourism" that would provide tools for government planning and development and would make sure that vacations were "good for you," their consumer, as well as for the GNP. But there has been a constant ambivalence during the twentieth-century history of the regulations of vacations: leisure time was a creative resource and an asset that would produce a happier and more effective nation; even so, too much unstructured free could be dysfunctional. The question of meaningful vacations appeared on government agendas with varying intensity in different periods and ideological climates.
On the one hand the state moved in and out of the scene and, on the other the market has always been there, as tourism turned into the global industry .
On Holiday: a history of vacationing
University of California Press
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