The tourism and leisure system, as described by Rojek (1985), Zukin (1990), Urry (1990) and Britton (1991), plays a pivotal role in understanding the spatial and built form of much of our contemporary landscape. In addition, the tourism system also strongly underpins much of the behaviour of consumers. The processes involved in much of tourism marketing have increasingly attempted to persuade consumers that they are purchasing not only a release from the constraints of their working lives, but also some form of 'lifestyle signifier'. At one level the tourism system is therefore strongly manipulative of consumption levels and behaviour patterns. In its extreme form it leads, as we saw in chapter 9, to mass tourism. However, tourism and consumption levels are not purely the outcome of manipulation by the image-makers. The system is also capable of being restructured by changes in consumer demand and, more importantly, consumer ideas about the ethics of consumption. Such reactions are best seen by taking one significant example, the growth of so-called 'green' or sustainable tourism. This forms the focus of the remainder of this chapter, and serves to illustrate a different area of tourism development.