This module focuses on the tourism industry and the socio-cultural, economic, political, and environmental context in which it operates. This is attained by developing a conceptual framework illustrating the structure, organisation, and interaction of the many different sectors. Discussion then addresses the complexity of customer satisfaction resulting from both tangible and intangible elements which constantly put pressure on managerial and organizational efficiency. Students thus attain a thorough understanding of the variety of entrepreneurial challenges and opportunities offered by a vibrant and highly competitive service industry.