DAYTONA BEACH SHORES, Fla. -- Rising gas prices and a sinking economy are contributing to bringing down what would be a weekend of booming business.

Daytona Beach is gearing up for the Coke Zero 400 and a July 4 holiday weekend, but tourism isn't what it used to be.

Video: Daytona Area Tourism Struggles

Many local hotel swimming pools, rooms and parking lots are empty.

"Traditionally, we have been sold out in the past and we're working harder. We're doing more marketing than we generally do for this time period," Sun Viking Lodge owner Gary Brown.

Some businesses are offering incentive gas cards, dropping prices and minimum stay requirements to draw the crowds.

It appears the majority of guests that have booked rooms for the upcoming Independence Day weekend are from in and around Central Florida because, despite high gas prices, they can still get here affordably, but hoteliers think these prices and a tough economy are keeping visitors out who might have reserved a longer stay and come from farther away.

Juanita O'Brien and family can swing just one night at the Sun Viking Lodge. After a quick trip to the beach, it's back to the Tampa area.

"You think about what you're spending money on. You're not going to go out to eat as much, all those things," O'Brien said.

"When money is tight you have to think what your priorities are and unfortunately vacations fall at the lower range of your to-do list," Brown said.

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