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...... There are also some recent trends in the hotel and hospitality industry that suggest targeting a specific market has assumed new relevance and importance in recent years, with more and more hotels and restaurants assuming a one-size-fits-all approach to their service deliver. For instance, in their book, Tourism and Postcolonialism: Contested Discourses, Identities and Representations, Hall and Tucker (2004) report that the same forces that are driving globalization are having a homogenizing effect on the hotel and hospitality industry today: Global culture may be comforting for the contrast avoider tourists but for the contrast seeker tourists it is experientially unexciting. Beachfront resorts, shopping arcades of chain stores, international airports, urban waterfront developments, hotels and restaurants are all essentially replications of each other, part of an international, corporate hotel and hospitality industry, and a standardized architecture and urban planning (p. 176). In many cases, this is what some customers may want during a business trip or even a pleasure trip, but it is clear that standing out from the mainstream crowd in this environment has become especially difficult but more important than ever. For example, as these authors emphasize, This is global culture masquerading as local culture. Attempts to create

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