Page 26 - Tourism The International Business

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Food and beverage. The largest proportion of the tourist dollar is spent on food and beverage. A majority of
tourists, when they travel, seem to want both food and drinks with which they are familiar. The British tourist
craves cups of tea and fish and chips; the American wants hamburgers and ice water.

Yet some destinations have marketed their cuisine as part of the tourism experience. When destinations do this
they create a demand for local products. This "backward" linkage means that other local industries share in the
benefits of tourism. On the other hand, when destinations import food and beverage to meet tourists' needs, they
keep less of the tourist dollar within the destination.
Support services. Support services for tourism include such things as souvenir or duty-free shops, laundries,
guides and recreational facilities.
Most support services for tourism are small businesses. This presents both advantages and potential difficulties

for the destination. On the positive side, the fact that the businesses are small means that the tourist dollar is
spread among those people within the destination. Many hosts share in the benefits of tourism. A major difficulty is
that many small businesses fail because they lack the capital and/or the management expertise of larger operations.

Exhibit 11: Shopping in Hong Kong. (Courtesy Hong
Kong Tourist Association.)

In many cases shopping becomes a major reason for traveling to a particular destination. Travelers will often go
to Hong Kong solely for the shopping bargains. Even if shopping is not the major motivation it is important for
most people to purchase gifts for those left at home as a souvenir to remind them of their trip. Souvenirs that are
true to the area can serve several purposes. First, they help that "backward linkage", stimulating the economy by
creating an industry of artisans. Second, souvenirs can serve as marketing devices. Tourists buy souvenirs and later
display them in their home. Souvenirs act as constant reminders to them of their visit as well as being on view to
visitors to their homes. Third, the making and selling of authentic souvenirs can help preserve the culture of an

area. The Cuna Indians of Panama, in making molas, or blouses, for tourists, have kept that part of their culture
alive.
It is important that support services be readily accessible to the tourist and that the services offered be of a
quality and price level to meet tourists' needs.

Tourism the International Business 26 A Global Text