This book offers a highly original contribution to the debate surrounding the demand for ethical and responsible holidays. It explores the concerns of responsible tourists, their motivational values and a detailed presentation of how these values inform their holiday choices. This book offers a new and challenging perspective to the study of tourists and responsible tourism by providing a unique empirical insight into how responsible tourists incorporate their norms and values into their holiday decisions. The text will be of interest to undergraduates, postgraduates and tutors on courses that have tourism and the tourist at their centre, and to academics in other disciplines such as marketing and consumer behaviour. It will also be highly relevant to the global tourism industry.