Greg Richards is one of the most well-known and respected analysts of contemporary tourism. His contribution to the field is estimable having pioneered research — both conceptual and applied — on a range of issues, with an emphasis on culture.
Greg Richards thinks more of us should lift our gaze from our narrow academic, business, and local concerns. We should scan the horizons of what we (think we) know, and try harder to understand the primordial instinct we have to travel and the human incentives that drive the tourism industry.