Tourism is one of the largest and fastest growing industries in the world1 . In both developed and developing countries, tourism is frequently supposed to be a viable means of raising the economic activity of regions2 . Additionally, the development of a tourism industry has been noted to promote the destination's image, enabling the region to achieve other objectives, such as business recruitment and retention3 . According to the World Travel and Tourism Council, tourism generates 12% of the global gross national product and it employs around 200 million people worldwide4 . Tourist arrivals are estimated to reach 1 billion by 2010 and 1.6 by 2020 worldwide5 . The tourism and hospitality industry is an important contributor to Alberta‘s economy and is identified as a priority value-added sector in the province‘s economic development strategy. In 2006, tourism revenues were estimated to be in the order of $5.3 billion. Approximately 10 per cent of Alberta‘s workforces – over 180,000 people – work in the tourism and hospitality industry. Alberta‘s tourism and hospitality industry is expected to experience strong growth over the next 10 years. Employment in the accommodation and food services segment of the industry is expected to grow on average by 2.2 per cent annually over the next five years and generate almost 10,913 new jobs by 20116 .