Abstract
This chapter presents a case study of Global Gypsies, a four-wheel drive (4WD) vehicle tour company based in Western Australia. The firm is an example of a successful small-scale tourism enterprise that operates on the ethic of using the local physical, natural, social and cultural resources of a place to deliver the tourism product, while being meticulously attentive to the demands of environmental sustainability that touring through the fragile remote Australian ecosystem requires. This chapter examines the founding motives of the entrepreneurs, their initial and current product mix, and the steps they have taken to ensure their firm is also environmentally responsible.