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This chapter is excerpted from 'The Good Company: Sustainability in Hospitality, Tourism, and Wine'. This book tells the stories of over 30 inspiring companies around the world that are among the ethical leaders in the industry. The broad positive message is encouraging; each of the companies seeks to live up to the highest standard. We tell the steps they have taken and what has motivated them or enabled them to pursue such noble aims. This book builds on our earlier book, 'The Good Company: Compassionate Companies that are Changing the World'. This book includes case studies from of hotels, cruise lines, tour operators, agri-tourism, wineries and much more. Throughout the book, we address a variety of questions innovators and entrepreneurs have and note the lessons these companies can teach to those who want to build sustainable businesses that address the world's social and environmental problems. The book's final chapter points to ways in which the hospitality industry can contribute to positive change with respect to social and environmental justice. The book begins with a discussion of the principles of sustainable tourism and the strategies that underlie enterprises that follow these principles considering the economic effects, environmental and ecological impacts as well as social and cultural contributions that companies may make.