This chapter argues for a shift from the traditional value perspectives to a more holistic representation of socially constructed value in practice. This chapter is organized in three parts. In the first part, an overview is offered of how value has been conceptualized in the service marketing literature and events literature, more specifically in order to set the scene for an alternative practice-based value approach in the event and festival context. This approach combines the recently emerged marketing concept of co-creation and the view of value as co-created in the social practices of event attendees. The second part of the chapter explores examples of three categories of event and festival social practices (namely, bonding, communing and belonging), in order to demonstrate, in the third part, how this value approach could help to inform empirical value explorations and applications in the context of event and festival marketing.

This chapter deals with the newly constructed internal political 'borders' of Bosnia and Herzegovina (B&H), which divide B&H citizens by their ethnic background, thus recreating the unfinished discourse of a national identity. It considers tourism as the discourse under which the importance of the natural borders can be recreated, and as such, a tool for enhancing the process of social reconciliation in this divided country. Research into the development of tourism in B&H shows that initial efforts to develop tourism project partnerships involving people from differing ethnic groups were hampered by suspicion, distrust and a lack of knowledge about 'the Other'. However, there is a perception that tourism is not a threatening activity and some success has been achieved with the help of international agencies.

This chapter traces the origins of political borders and analyses border visitor attractions as symbols of interstate cooperation (actual or desired). It differentiates among one-sided attractions (where borders remain closed), those at formerly closed borders (often commemorative in nature) and trans-border peace parks (involving high levels of cooperation in administration and conservation), and emphasizes the importance of the peace element in each of them.

This chapter reviews tourism's capacity to contribute to human well-being, human rights recognition, conflict resolution, justice and peace. It takes a critical perspective, challenging the tourism industry's public relations agendas of peace through tourism and pro-poor tourism (PPT) whose promise remains unfulfilled in a world of structural inequity and injustice. This analysis develops an understanding of how tourism can be harnessed to achieve important humanitarian goals, including peace, justice and respect for human rights.

This chapter takes on a major environmental issue by discussing the case of golf tourism in Cyprus. The overdependence of Cyprus on tourism, the decrease of tourist flows, and the recent economic crisis harming the Cypriot tourism sector are some of the major issues that have emerged as being in need of coping strategies. While Cyprus has been facing a water shortage for a number of years, the official tourism policy response aims to reposition the country in the global tourism market with the development of a number of world-class golf courses. This is inherently controversial, leading to strong disagreement between various parties. Although the construction of golf courses could be a solution for the economic recovery, there is no denying the potential ecological disaster resulting from this government policy decision. The chapter aims to discover different views on this issue based on recent data from different perspectives: tourism and environmental planning, marketing and policy, crisis management and sustainable development. Finally, it gives alternative solutions in order to harmonize any possible contradictions resulting from this strategy.