While there were guest ranches prior to the 20th century, the trend grew considerably after the end of World War I. In the early 1920s guest ranching became popular in Texas. As one rancher near Bandera, Texas, noted: "you can run more dudes to the acre in these hills than you can cattle". Dude wrangling was profitable, and vacationers were easier to handle than stock, although some wranglers considered dudes ornerier than livestock. Competition with ever larger and more professional cattle operations around this time possibly also contributed to this trend. In 1923 a dude ranch opened in Hawaii, modelled after those in Wyoming. In 1926, the Dude Ranchers Association was founded in Billings, Montana, to represent the needs of this rapidly growing industry. Advertisements during this era were often aimed at the upper class, and stressed the beauty of the natural scenery, the healthiness of being outdoors and the wildlife. Recently established national parks in the area were also an added tourist attraction. During the Great Depression the industry continued to expand, likely as an alternative income source as real cattle ranches were experiencing financial troubles. In the 1930s dude ranches proliferated along the Rocky Mountains and around Palm Springs in California, while becoming rarer in Texas. Many of these areas were inhospitable for cattle, and stock and fodder had to be imported during the dude season.