Introduction: The Case Study Approach: Wrongly Maligned? (Brian Garrod & Alan Fyall); Section 1: Marketing Tourism: 2: ‘This Other Eden’: Marketing the National Botanic Garden of Wales (Ian Keirle); 3: South Africa 2010: Leveraging Nation Brand Benefits from the FIFA World Cup (Brendon Knott, Alan Fyall & Ian Jones); 4: Definitely Dubai: Destination Branding in Action (Paul Williams & Nick Ashill); Section 2: Sustainable Tourism: 5: Visitor Management at a World Heritage Site: Skara Brae Prehistoric Village (Anna Leask & Brian Garrod); 6: Tourism, Climate Change & Carbon Management: 3 Case Studies (Stefan Gössling & Brian Garrod); 7: Slow Travel: European Cycle Tourism (Janet Dickinson & Les Lumsdon); Section 3: Niche Tourism : 8: Diversification into Farm Tourism: Case Studies from Wales (Brian Garrod(; 9: Bumps for Boomers: Marketing Sport Tourism to the Aging Tourist (Simon Hudson); 10: Community Involvement in Trekking Tourism: The Rinjani Trek Ecotourism Programme, Lombok, Indonesia (Carl Cater); 11: World Heritage Site Designation: New Lanark World Heritage Site, Scotland (Anna Leask); Index