Tourism Components and Supply - Tourism: Principles, Practices, Philosophies - page 276

Tourism shopping is not always for designer products on Rodeo Drive in Beverly Hills. Tourists also
derive great enjoyment from exploring the wares of basic stores that are reminiscent of America's past.
Here, a small community food and souvenir store in North Carolina allows the visitor to interact with
local residents. PhotocourtesyofChapelHill/OrangeCountyVisitorsBureau.
Because many shoppers compare prices from one store to another, prices should be as consistent as
possible and in line with costs. If the shopkeeper resorts to unethical methods of selling, such as
deception, selling imitation goods or products of inferior quality, refusing to exchange damaged goods,
or shortchanging or shortweighting, the seller is hurting the tourist trade and should be prosecuted by
local authorities.
Entertainment, Recreation, and Other Activities
The recreation and other activities engaged in by tourists at their destination are a major supply
component of tourism. Thus, considerable thought and effort should be devoted to the type of
activities that visitors are likely to enjoy.
Entertainment
The most satisfying entertainment for visitors is that which is native to the area. In any country,
there are expressions of the culture in the music, dance, drama, poetry, literature, motion pictures,
television, ceremonies, festivals, exhibits, shows, meetings, food and beverage services, and tours (or
local excursions) that portray the best the area has to offer.
Not all forms of entertainment can be successfully described or illustrated in tourist promotional
literature. One of the best ways to bring these entertainment opportunities to the attention of the
visitor is with a social director whose desk is in the lobby of hotels, resorts, and other forms of
accommodation so that the visitor can readily find out what is going on and make arrangements to
attend. In European hotels, this desk is traditionally staffed by the concierge, who provides an amazing
amount of information concerning all types of entertainment and activities available. An appropriate
substitute is a knowledgeable person at the front desk to provide information concerning recreation
and entertainment.
Bulletin board displays or posters and verbal announcements of outstanding events made in the
dining room or other areas where guests gather can also provide entertainment information. A local