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The impetus to develop this third edition of the book came largely from educators who have adopted the two previous editions. With more than a decade having passed since the publication of the second edition, many adopters were asking when a third one would be published. After all, a lot of water has passed under the bridge since the second edition was published in 2008. The visitor attraction sector has continued to grow worldwide, both in size and reach. The theme park industry has grown enormously with many theme parks having effectively become destinations in their own right. Smaller visitor attractions have nevertheless continued to multiply, diversify, and spread. New funding sources have also developed, including, for example, the use of ‘crowdfunding’. Visitors have come to expect ever-higher standards of service provision and changes in the benefits and outcomes that they expect from a visit to an …