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RESEARCH PRODUCT

Pay Now, Consume Later: The Power of Delayed Gratification

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This chapter analyzes the birth and development of modern tourism. The bubble model, an economic instrument that originated in Fordism, provides the direction to this analysis. Mass-scale production generated much frustration and discontent in society. Economists who historically suggested consumption as a great malady for the economy emphasize consumers’ self-control as the only way to reach a zero-poverty society. Tourism not only revitalized the social frustration of capitalism but also allowed rapid globalization of the world. For this project to be successful, all-paid packages and tours were widely offered to travelers. Prepaid tours or all-inclusive tours emerged as an excellent reason to protect and recover people from alcoholism. When Thomas Cook organized the first tour, he was concerned with ensuring travelers did not have money in their pockets; this was one of the reasons he was particularly interested in packaging tours. This means that the concept of buying now to consume later was finely rooted in the ideological core of modern tourism.