The case studies illustrate how different ends (objectives and outcomes) can emanate from a particular means (the tour of ‘the place’) The findings suggest that operators often heavily emphasise the practice and communication of means without the same clarity and articulation in ends – and this compromises the intrinsic and economic value of the ventures from the perspective of both the tour company and the tourist. Experiences such as physical intensities, interacting in a group, learning about self or facts (techniques, nature, folklore etc) provide dynamic intensities where individuals affect other bodies (participants and places) and are affected by other bodies. Whilst these tours differ in their means, they are all designed to give the ‘visitor’ a sense of place and purpose. But the way each tour is constructed both highlights and hides different characteristics and images of the place in question - and hence shapes the experiences and insights to be gained. Vivid distinctions between these long and active guided tours are observed – each given an emblematic metaphor at some stage by the various tour guides that highlights the pervading mood and sense of purpose.