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In recent times tourism based on cultural and environmental motivations, particularly “heritage tourism”(be it cultural or natural), 1 seems to have become perceived as the remedy to all ills deriving from the evolution of “conventional” tourism. Conventional or “mass” tourism arrived in the Mediterranean islands and costas of Spain almost forty years ago, and tends to be based on leisure motivations, rather than the knowledge-based motivations of heritage tourism. When contrasting desirable and undesirable tourism, it is often evident that those responsible for managing tourism in political and