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