Travel Reference
In-Depth Information
The growing popularity of
'' heritage tourism'' has
created a desire to preserve
and enjoy early railway
equipment.
Photocourtesyof
UtahTravelCouncil.
the authenticity of the products offered for sale as they relate to the local area. A product that is
supposedly a
should be that. If it is an import, the purchaser may be disappointed if
he or she expected an authentic, locally made item.
Tourists who are shopping are particularly interested in handicraft items that are typical or indigenous
to the particular locale or region. Of course, they are also interested in essential items such as toothpaste,
but our discussion here is con
ned to purchases that tourists make as souvenirs or special gifts.
Tourists can be encouraged to spend more money on shopping if displays are high quality,
imaginative, and attractive. Hotels are excellent places for shops, and if these shops are exquisitely
furnished and stocked, the tourist is attracted to the shop and is more likely to make purchases.
''
native handicraft
''
Native Marketplaces
Another shopping experience concerns the local market or so-called native marketplace. Such areas
are rich in ethnicity and have much local color. They are popular with visitors, even though the visitor
may not understand the language and may have trouble making a purchase. Although many persons in
native shopping places do not understand any foreign languages, the sign language of bargaining is
fairly universal.
Shopkeepers and Clerks
Shopkeepers and clerks themselves should be amiable and courteous. Furthermore, the shopkeeper
should not be so anxious to close a sale that the tourist is pressured. A tourist who is courteously
served in a store and who makes a good purchase will tell friends back home. Thus, future business can
be developed in this way. Salespeople should also take the time to explain the value of the item and
relate something of its history that would be otherwise unknown to the purchaser. Of course, this
information should be accurate and truthful.
Salespersons must have suf
cient language ability to conduct conversations with the visitors. The
most common language is English, but a knowledge of other languages that are commonly spoken by
tourists who visit a particular area is a necessary quali
cation of clerks who serve these visitors.
Salespersons must be patient and understanding and try to help the prospective purchaser cheerfully
at all times.
Prices and Unethical Practices
One of the most important considerations in shopping is the pricing of the goods. Probably resented
more than any other single factor of tourism is higher prices for tourists than for local residents.
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