Abstract
If tourism is to become part of a more sustainable lifestyle, changes are needed to the patterns of behaviour adopted by the public. This paper presents the results of research conducted amongst members of the public in England on their understanding of sustainable tourism; their response to four desired tourism behaviour goals, and expectations about the role of government and the tourism industry in encouraging sustainable tourism. The research shows a lack of awareness of tourism’s impact relative to day-to-day behaviour, feelings of disempowerment and an unwillingness to make significant changes to current tourism behaviour.