Transformative travel : inspiring sustainability

Tourism can be a powerful vehicle for changing people's thinking and behavior both during travel and upon their return home. While proponents of sustainable travel are to be applauded for their work in delivering benefits to host communities, this chapter outlines a research project which argues that the concept should take a broader focus than just the destination. In order to fully realize ideals like sustainability, the industry must work toward inspiring enduring changes of behavior that ensure the health and wellbeing of the individual and their economic, sociocultural, and ecological environments. These changes of action will help deliver individual and global wellness.