'An exploration of the role of emotion in tourism, of inner subjectivity, of how the tourist actually experiences the places and peoples visited. Tourism comes alive. A ground breaking contribution that will influence tourism studies for decades. ' Edward M Bruner, University of Illinois, USA; author of Culture on Tour: Ethnographies of Travel 'Tourism is contemporary culture's most effective general mechanism for stamping socio-cultural meaning onto the human psyche. This collection is the first to document the emotional contours of different tourist itineraries. More than establishing a salient new direction for tourism research, these essays have a rich quality of immediacy and realism that every sightseer will recognize from their own experiences. These models of emotional connections of tourist subjectivity to the symbolic objects of travel desire are long overdue.' Dean MacCannell, Author of The Tourist (1976 and 1999) and The Ethics of Sightseeing (2011) 'Picard and Robinson have created yet another compelling addition to the academy for scholars of the touristic. It seems whenever they collaborate to produce an edited volume the result is careful, well researched, and valuable as a contribution to knowledge.' Annals of Tourism Research