Tourism has grown substantially over the years. A holiday is often the highlight of the year and it provides "a chance to escape from work and the grey skies and to revitalize the spirit". It allows us to "indulge in pleasurable activities" (Horner & Swarbrook 2016 Consumer behaviour... 3rd ed, p. 3). Hedonistic tourism, motivated by a desire for sensual pleasure, is encapsulated in the classic four s's: sea, sun, sand and sex. "Though often harmless fun, hedonistic tourism is often seen to have a negative impact on both the tourist and the host community" (p. 37).
And let us admit: tourism is often both awkward and ridiculous!