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The Psychology studies of Tourism started following the intuitions of Prof. Marcello Cesa-Bianchi. They have led to the identification of the only tourism perspective compatible with the respect for the ecological and social environment. The rural tourism represents the "prototype" of that type of tourism. Psychology, in all its disciplinary articulations, offers to the sustainable tourism- and rural tourism, in particular- inclusive analysis and intervention models that are capable of making tourism an experience of true well-being for all the people involved. [ABSTRACT FROM AUTHOR]