ABSTRACT
This chapter provides an overview of some of the key challenges that face those tasked with marketing responsible tourism. It begins with a brief review of the ethical issues that dominate discussion of tourism’s impact, and an articulation of the main drivers for responsible tourism. The chapter defines responsible tourism, discusses some of the major barriers to increasing demand for responsible holidays, and reflects on the various marketing methods adopted by tour operators in this industry. The chapter concludes with recommendations for future consideration.
