This book investigates the psychological and ethical drivers that influence individuals to adopt responsible behaviors while traveling. Clare Weeden, a specialist in tourism management, utilizes a combination of consumer behavior theory and qualitative research to analyze the motivations behind ethical tourism. The text provides a framework for understanding how personal values translate into travel decisions and how the tourism industry can effectively market sustainability to these consumers.

Experts in the field of tourism management identify this work as a significant contribution to the study of ethical consumerism within the travel industry. Readers frequently note that the text provides a clear, evidence-based approach to understanding the complex motivations of the modern responsible tourist.