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Since I have made my living off of tourism and market research, my current thoughts may smack of hypocrisy.  Yet I cannot help thinking them.  When did hospitality become an industry instead of something that we show our friends?  I had difficulty calling customers guests while I worked in theme parks, even though I was instructed by supervisors to do so.  How can I treat people like guests while I am charging them?  A guest does not pay.  A host pays!