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[THRIFT31]

One of the most important intangibles that forms an integral part of the tourism promotion plan is the hospitality and friendliness extended by the local people to the visitors from other areas. According to a survey, 71.9 percent of the foreign tourists considered this factor as an important criterion in choosing the country of visit. In places like Cambridge Guest Houses have gained much due to the visitor friendly approach of the native people. While the cities of the UK offer a cosmopolitan look, the villages are steeped in tradition.

In developing countries people often feel restrained to greet foreigners. Even though they lack in western style mannerisms, it has often been experienced that they have an innate sense of hospitality particularly at their residences. In is necessary, therefore to arrange a close association between the tourists and the local people. It would be most rewarding if a list of persons who would like to receive foreigners is maintained and the foreigners are given an opportunity to meet the native people and have glimpse of their social and family life.

The security and safety of the tourists has emerged as a new problem. According to the survey, certain areas in the UK are not perceived as a safe place for a traveler. The government will, therefore, have to take strict measures to protect the foreigners visiting the UK. Not only that, the negative image of the UK as a place that does not waver from prosecuting a visitor who was not able to complete a tour due to unavailability of sufficient funds also should be done away with.

While the concept of guest houses and home stays gaining popularity in all parts of the world, in the UK, much more needs to be done in this respect. People to people contact will never be complete without the availability of the home stay concept. Some of the home stays in the UK are so costly that very few people are actually able to avail it. Not only that, some home stays do not entertain people from certain continents even when it has meant loss of business. This attitude also must change.