ABSTRACT
Companies understand the importance of monitoring and managing their environmental impacts and aim to integrate, with consistent quality control, effective reduce-reuse-recycle programs and risk preventions. By building an integrated sustainable management system to meet certain environmental standards, many companies/attractions are eligible to be ‘green’ certified. Ruby Falls was the first “green” certified attraction in the state of Tennessee in 2010. It is a 145-foot waterfall, located more than 1,120 feet beneath Lookout Mountain in Chattanooga. Millions of visitors of all ages and from all around the country have seen Ruby Falls, which was originally discovered by Leo Lambert, a cave enthusiast from Chattanooga. This chapter introduces the definitions of sustainability, addresses the importance of the tourism industry in the state of Tennessee, tells the love story of Ruby Falls through its discovery, records the sustainable journey of Ruby Falls, illustrates visitor experiences and satisfaction toward Ruby Falls visits, and provides conclusions of the case study. Meaningful discussion questions are listed at the end of this chapter for the convenience of readers.
