This book deals with the contemporary theoretical, conceptual and empirical issues faced by economic agents in their pursuit of sustainable tourism. The role of tourism economics has become more pronounced with the growing significance of tourism as an economic activity today especially in Asia, home of major tourism generating markets such as China, India and major destinations such as the ASEAN economies for tourists and investments. The economic opportunities from tourism and the ongoing regional economic integration are driving changes in the behavior of national tourism organizations, policy makers, destination managers and business enterprises including the micro, small and medium enterprises. The book aims to serve as key resource material in achieving a broader and deeper understanding of the current opportunities and challenges of sustainable tourism in the Philippines and in Asia.

1. Sustainable tourism ? Philippines. 2. Rural tourism ? Philippines.