See America First: Tourism and National Identity 1880-1940

by Marguerite S. Shaffer

In See America First , Marguerite Shaffer chronicles the birth of modern American tourism between 1880 and 1940, linking tourism to the simultaneous growth of national transportation systems, print media, a national market, and a middle class with money and time to spend on leisure. Focusing on the See America First slogan and idea employed at different times by railroads, guidebook publishers, Western boosters, and Good Roads advocates, she describes both the modern marketing strategies used to promote tourism and the messages of patriotism and loyalty embedded in the tourist experience. She shows how tourists as consumers participated in the search for a national identity that could assuage their anxieties about American society and culture.

Generously illustrated with images from advertisements, guidebooks, and travelogues, See America First demonstrates that the promotion of tourist landscapes and the consumption of tourist experiences were central to the development of an American identity.

Genres: History, Travel, Nonfiction, American History

438 pages, Paperback

First published September 17, 2001

Reviews

[C · Rating 4 out of 5]

See America First is a worthwhile addition to American historical literature. Shaffer’s book aides in understanding America’s transformation to nationalism and unity after the Civil War and through both world wars. The book is well documented, using over 900 sources and acknowledgments. While there are a few areas of redundancy and repetition, especially in the last chapters as she discussed the personal accounts of tourists, Shaffer still effectively conveyed the idealism behind national tourism and effectively transported her reader to a world where Americans both sought out and escaped from the American dream through tourism.

While not a book simply for the average reader, this piece still deserves consideration from those who specialize in tourism, nationalism and national identity, and the progression of American culture. America was a beautiful, brave, massive continent brimming with opportunity, scenic wonders, and freedom from the everyday; and tourism was the doorway.

[Tyler Amick · Rating 5 out of 5]

An intriguing perspective that upends traditional narratives about the history of national parks

[Ken Dowell · Rating 2 out of 5]

A study of the role of nationalism in the growth of tourism in the United States. Or, stated another way, how tourism was marketed as an expression of nationalism. Covers the period of 1880-1940, with emphasis on the first couple decades of the 20th century. The title “See America First,” could perhaps be part of a longer phrase along the lines of: before you even think of going to Europe you should express your sense of citizenship and see America first. For many of the travelers who are the subjects of this book, that meant heading west. America, having only a bit of history and a chip on its shoulder over the perceived cultural superiority of Europe, had one thing to counter that. Landscape. Stunning, beautiful mountains, canyons, lakes and rivers.

I was interested in reading about the development and growth of the national parks and surprised to find out that it was largely triggered by the railroads. In the late 19th and early 20th century several large competing railroad corporations sought to steer travelers their way by not only touting but often developing attractions along its routes. I was also fascinated to read about FDR’s depression-era white collar relief program that included a $6 million allocation for the Federal Writers’ Project. They produced a series of state-by-state travel guides with some 10,000 writers participating, including John Cheever, Saul Bellow and Ralph Ellison.

If you are studying or researching the history of vacations in America this is a good source. If you’re a casual reader you might find it tedious. Much of the content is dry, although I laughed out loud (when’s the last time you saw that phrase spelled out?) when I read this quote from Theodore Dreiser. Writing in “Hoosier Holiday” about his auto trip through small-town America, Dreiser observes: “Here is where your theologically schooled numskull thrives, like the weed that he is.”

[Stephanie · Rating 4 out of 5]

This book did a fantastic job at showing how Americans learned how to travel and start the building blocks that lead to tourism today. Parts of it really made me want to get in the car and go visit some of the places it talked about that I'd not been to before. It really hits home how tourism fuels in to how we tell the story of ourselves and how history becomes heritage. I was surprised at how it tackled what it means to be a tourist and how it acknowledged how much of a two way street this is. Of course the ending was really just another beginning in the larger story of traveling for fun. It was a touch on the dry side so I don't expect it to gain traction with a general audience which is a bummer because it's awesome.

[Emily · Rating 5 out of 5]

A wonderful look at how tourism came to be part of American culture. In particular, how we came to have a "cannon" of sites to see (much like a tour of France seeing the Eiffel Tower, the Louvre, Versailles, Notre Dame, etc). This tells of how the national parks came to be a significant part of American tourism and how the railroad and automobile revolutionized the way Americans thought about their nation, their landscape, and the importance of place and memory. Loved it!

[Kristi · Rating 5 out of 5]

This is an interesting and insightful examination of nationalistic tourism in America, from 1880 - 1940, with emphasis on the first decades of the 20th century. Shaffer explores the ways in which transportation systems, commercialism and corporate consolidation, politics, and identity influenced American tourism, with a focus on the landscapes of the west and the symbolic values this landscape represented.

[Tami · Rating 4 out of 5]

An informative examination of the history of American tourism. It covers the creation of the national parks as part of the larger movement. At times it went on too long and is redundant in several places. Yet, a valuable addition to the cultural history of the country.

[Erica · Rating 5 out of 5]

Still one of the very best books EVER on the history of US tourism.

[Bethany · Rating 1 out of 5]

I simply could not get into this book. the only reason I finished it is because I had to read it for class.

[Sue Dufour · Rating 2 out of 5]

It was okay, had to read it for class!