| Summary: | This study examines cross-sectoral cooperation within the field of tourism in order to disseminate knowledge on responsible tourist behavior. A Finnish cross-sectoral campaign “Liian pahaa ollakseen totta” (”Too bad to be true”), which aims to create awareness of child sex tourism, is used as an example case. The aim of this study is to find out how the partners of the case campaign, representing different sectors, experienced the partnership and whether a similar cooperation model could be useful in order to create awareness of different responsibility issues in tourism. A qualitative content analysis of secondary data and semi-structured interviews was conducted. According to the results, the cross-sectoral cooperation model used in the campaign was applicable, despite some challenges. It was requested that more continuous and comprehensive cooperation is needed in order to create awareness of responsible tourist behaviour. This study focused on cross-sectoral cooperation only in the context of disseminating knowledge, but according to the results, cross-sectoral cooperation could be used to promote responsible tourism on a wider scale.
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