Self drive domestic tourism is one of the largestsubsectors of the tourism industry. According to the USTravel Association, 85% of overnight trips in the USA areself drive travel (Mandala 2011). In Australia, self-drivetourism is a major component of the large and oftenunderestimated VFR travel subsector (Backer 2011). Self-drive travellers make up a major component in manyeconomic valuations of recreational demand (Fleming andCook 2008). Shifts between driving and other modes oftransport may be a critical aspect of the interactions betweentourism and climate change (Becken and Wilson 2007; Kooet al. 2010).Self-drive routes and destinations can be tracked byusing GIS systems (Hopken et al. 2009) and modelled usingnetwork analysis (Shih 2006) or similar approaches (Liu etal. 2011). This identifies where self-drive tourists go, but notwhat they do. Large scale national surveys such as those bythe Outdoor Recreation Industry Council (2011) indicatewhat activities a country's citizens claim to take part in overthe course of the year, but generally not when and wherethey do so. Recreational activity preferences for commercialtour clients can be inferred directly (Buckley 2007), but thisis a smaller subsector. For self-drive tourists, there hasgenerally been no straightforward way to determinerecreational activity preferences, except by intercepting themand asking them directly (Becken and Wilson 2007; Laneand Waitt 2007; Prideaux and Carson 2003).A fashion which has become prevalent over the pastcouple of years provides a new source of data, which isexamined here. This is the practice of displaying customizedcommercially made decals on car windows, titled MyFamily, with cartoon representations of family membersequipped for their preferred recreational activities. Thesedecals are readily available at newsagents or fuel stations.They tell us how the individuals concerned, or at least theowners of the cars, perceive themselves at play. A total of127 symbols are available, with 8 showing grandparents, 35of parents, 26, 22 and 10 showing older, mid-aged andyounger children respectively, 4 of babies, and 22 of pets.For adults and children, half of each category showmales, half females. Some symbols do not show anyidentifiable recreational activity, and two (one male, onefemale) show a person using a computer. Of the remainder,some activities are shown only for one gender, and someonly for specific age groups. In particular, there are maleparent symbols indicating golf and barbecuing, and femaleparent symbols indicating shopping and running, with noopposite gender equivalents. Similarly, symbols for cricket,skateboarding, playing drums, and running around in aSuperman cape are available only for male children ofappropriate ages, and symbols for dancing only for femalechildren. Most organized sports, such as rugby, soccer andtennis, are shown for both genders, as are individual outdoorrecreation activities such as surfing.
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