Jonathon Day is Associate Professor at White Lodging-J. W. Marriott Jr. School of Hospitality and Tourism Management, Purdue University, Indiana, USA, where he is also the lead investigator for the Sustainable Tourism and Responsible Travel lab (STARTlab). He has over 25 years' experience in tourism management and chairs the Travel with Care Initiative (travelwithcare.org), a network of academic and marketing organizations promoting responsible travel. He is co-author of The Tourism System (Kendall Hunt Publishing).