This article introduces tourism as a neglected topic of study for psychologists and discusses how ventures into this area provide opportunities for pioneering research and innovative applications. A coherent body of theory, drawn from experimental, social, and health psychology and synthesized by cross-cultural psychologists for the study of acculturation, is presented as one foundation for this area of inquiry. This includes stress and coping, culture learning, and social identification theories. The conceptual frameworks are applied to the interpretation of selected studies of tourism and are recommended for designing prospective investigations and guiding future research.