ABSTRACT
This chapter demonstrates how students can be encouraged in the direction within the field of tourism business education. Tourism makes an ideal case study for such a project, for at least two major reasons: the global nature of tourism, and its increasing popularity as a vocational area of study. Tourism is a truly global business. The Financial Times Share Index initiative was created in association with the Ethical Investment Research Service which aims to enable investors 'to make informed and responsible investment decisions'. Some of the other business organisations and consultancies include: Sustainability, focusing on 'how the sustainable development agenda fits within business strategy'. Tourism in higher education in the United Kingdom is overwhelmingly taught within business and management schools. In 2001, of 145 academic institutions offering degrees in tourism, 106 were in business or management reflecting the fact that tourism in the real world is primarily a business.
