"The gas prices are so high, and people do not have the discretionary income to spend like they have in the past," says CMA Music Festival CEO Tammy Genovese.

The Hermitage Hotel's Janet Kurtz agrees.

"We have noticed guests from the drive market haven't come in, they have been more conservative with spending this year," Kurtz said.

Instead of competing against other hotels and restaurants, they're competing against the economy, so the Hermitage Hotel is offering summer guests free gas cards and a discounted room rate.

"What we're competing against is people who are maybe stepping back from taking vacations in general," Kurtz said.

Hotels, resorts, and tourist attractions know the economy is a big issue. Rising prices are keeping many families on a tight budget, so they're changing their advertising techniques.

A newspaper ad for the Gaylord Opryland says, "Stimulate the economy. Stimulate your senses. Use the extra cash from your tax stimulus check for a getaway right here in Nashville."

The CMA Music Festival and the Convention and Visitor's Bureau are both concentrating their advertising regionally instead of nationally because they know more people are trying to save money by staying closer to home.