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“voluntary compensation is still far from firmly rooted in the tourism<br />

industry and amongst tourists” (Gössling et al. 2007, p. 241).<br />

In sum it is clear that the future of sustainable tourism “hinges on<br />

action from all stakeholders” (Williams and Ponsford 2009, p. 403) and<br />

there has been:<br />

a general rise throughout the world of public awareness around climate<br />

change and a growth in the number of people monitoring their carbon<br />

emissions, their ´carbon footprint`. This is likely to have some effect in<br />

inducing some people to modify their long-distance travel and leisure<br />

patterns. This could result in the rich north in some growth in domestic<br />

tourism as people are encouraged to spend their leisure time closer at<br />

home. Exotic travel may in certain social groups be increasingly seen as<br />

extravagant, wasteful and ethically inappropriate. There may come to be<br />

a shift towards the notion that a ´good tourist´ is one who flies<br />

infrequently, who travels less and who tries to seek out ´local` rather<br />

than necessarily distant destinations. Some indication of this potential<br />

shift in values is given by over 1 million hits on Google for ethical<br />

tourism`. However, within much of the world long-haul leisure travel<br />

will probably increase. This is especially so where there is a growing<br />

middle class that has previously not been able to travel to places around<br />

the world (Dennis and Urry 2009, p. 9)<br />

With the above threefold story combining a specific socio-cultural<br />

and environmental narrative, tourism has emerged as fundamentally<br />

geographical. Does it make a difference if we were to more explicitly<br />

acknowledge tourism, empirically and theoretically, as something that<br />

occurs on the Earth rather than in the social world? This we will return to<br />

in our final chapter.<br />

Summing up<br />

During the last decades there have been many changes in theorizations of<br />

the social world that we believe tourism theory needs to consider and<br />

address. In this chapter we have questioned tourism as a domain of<br />

separate spaces existing somehow apart from the rest of social life. Instead,<br />

we have demonstrated how tourism is intrinsically related to something<br />

else: technology, climate change, vacation, family and friends, policy<br />

making, culture, technology, leisure, history, society, (post)modernity,<br />

heritage, mobility, nature, travel, sustainability, everyday life, neo-<br />

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