evidence from many areas of life leads us to believe that public sector campaigns to change the behaviour of the public have only limited success people who feet they are being lectured do tend to rebel. that is why this idea of writing brochures to 'educate' adventure tourists to be more ethical is probably naive. instead, perhaps, behaviour will only change if and when the media. which is now massively influential in the tourisrm market. begins to take this issue seriously.