Focusing on "a sense of place," the author looks at tourism. Often tourism is nothing more than shopping. What is it about a place that interests tourists and keeps them coming back? Cultures, neighborhoods and landscapes, their preservation and showcasing all come into play. While a little repetitive, the book is very useful in changing the perspective from shopping to offering something that is interesting, vibrant and real. Especially useful are the "Applications" at the back, guides to great web resources. p,34: "Can you imagine tourism as an enabler of healthy place-making, a tool for meaning-making, and a means to provide the sense of purpose and connection more people seek? It's not just retiring boomers who are searching for their own travel epiphanies, and it's not only Machu Picchu that can dish it out. Tourism isn't going away; it's not if you do it but how. Get in the game, but establish your own rules."