With contributions from internationally regarded academic experts, this edited collection addresses two major challenges for the tourism industry. Firstly, the criticism that tourism marketing is exploitative and fuels hedonistic consumerism. This volume seeks to illustrate that marketing skills and techniques can also be used for good purposes, by understanding market needs, designing more sustainable products and identifying more persuasive methods of communication to transform tourist unsustainable behaviors. The contributions in this volume present theories, methods and results for enhancing such techniques for more sustainable marketing.