The various positions a business can take in relation to tourism markets and industries can best be viewed on a continuum. At one end can be found organisations for which almost all of their business activity can be considered tourism related such as travel agencies, tour operators and airlines. While these organisations are the most obvious kinds of enterprises supplying goods and services to tourists they are not the most numerous. More common are the ''marginal tourism firms'' located at the other end of the continuum whose involvement in tourism is far more ambiguous because their markets comprise members of the public at large, non-tourists and tourists, therefore tourists form only one part of their business activity. This book explores the business strategies of these marginal tourism firms and their reasons for getting into or remaining outside the business of tourism.