The purpose of my research is to determine whether measurable marketing advantages can be identified from Responsible Tourism activities of small and medium sized tourism enterprises (SMMEs) that constitute the vast majority of businesses in South Africa. SMMEs, specifically those in a rural tourism setting, will be analysed for their approach to Responsible Tourism and the responsible tourism marketing of their sustainability actions. Because of their agility, SMMEs have the ability to be at the forefront of responsibility but it is not been establishd the reasons why they do responsible tourism actions. This research will look at organisational learning for tourism SMME's to estbalish how owner-managers make decisions towards sustainable tourism and how to assist owner-run tourism businesses on thier path to sustainable tourism.