Consumer specializationand the Romantic transformation ofthe British Grand Tour of Europe

This paper posits that significant changes in 19th century British recreational travel patternsresulted from a change in the manner in which tourists used entertaining stimuli in order to attain pleasure.Consumers no longer merely viewed arousing stimuli, but attempted to use them to produce emotionalstates of being which they could partially modify to intensify pleasurable feelings (Damasio 2003). Theimpetus for this modification stemmed from an increasing awareness that emotional responses could be tosome degree self-cultivated, as embodied in the Romantic ethos that become popular at the time via theemergence of the paperback novel and magazine industry (Campbell 1987). By learning how tomanipulate and modify mental images in a way that may not necessarily correspond with objective reality,Romantic tourists learned to elicit pleasure through engaging of their imagination. Such a change in themode of pleasure seeking had important long run economic consequences for tourist regions throughoutthe European continent.