Time was, California's monopoly on surf, sunshine and movie stars fostered a laid-back attitude toward its now-$56-billion tourism industry.

But today, the Golden State's share of the national travel market is shrinking and Los Angeles County is continuing to battle image problems. Accordingly, some big businesses such as MCA/Universal, Disneyland and the Beverly Center want the tourism industry to support state and Los Angeles County marketing blitzes similar to the dairy industry's ubiquitous "Got milk?" campaign.

The marketing proposals, approved in two separate bills by the Legislature last year and signed by the governor, pave the way for the industry to tax itself.

But the two proposals put forward by leading tourism interests--which call for mandatory fees on businesses ranging from amusement parks to restaurants to hotels--are raising concerns among some small-business owners who fear they'd be subsidizing big tourist operations miles away.

"I don't think they care about the little guy," said C.K. Tseng, president of Northridge Travel, who agrees that more promotions are needed but is worried that the burden will be unfairly borne by small businesses.

Supporters, however, say new marketing campaigns are needed to spruce up the state's tattered image.

"Competition for the entertainment dollar is tremendous," argued Steve Lew, senior vice president of MCA/Universal recreation services. Lew points to the millions of dollars that are spent yearly by places such as Las Vegas and nations such as Australia, which spends tens of millions of dollars each year on splashy TV spots and other advertising.

Although some businesses may be reluctant to pay new fees, "this is the only approach we have right now," said Anastasia K. Mann, owner of Corniche Travel of West Hollywood. "We can barely compete with these other states that have zilch to offer from a tourism point of view. . . . The industry has to take the issue into its own hands."

Tourism is exploding worldwide, fueled by rising incomes, cheaper air fares and abundant flights, and by political change. International tourism revenues grew by 7% in 1995 to $372 billion, making tourism one of the world's fastest-growing industries, according to the World Tourism Organization in Madrid.

Tourism in California is still growing at a healthy clip, expanding an average of 3% a year to $56 billion today from $49 billion in 1990, according to the California Division of Tourism.