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Berea College, Entrepreneurship for the Public Good Program displays a five year pedagogical approach with a focus on service learning for Liberal Arts undergraduates. This 8 week summer institute combines two courses or competency-based, credit bearing educational experience in which students: (a) participate in mutually identified service activities that benefit the Appalachian community, and (b) reflect on the service activity in such a way as to gain further understanding of Appalachian Studies, a broader appreciation of the entrepreneurial leadership discipline, and an enhanced sense of personal values and civic responsibility. This case study integrates the growing popularity of adventure tourism, ecotourism and heritage tourism and contains the potential for building an alternative economy, one that promises greater monetary returns for local residents, the preservation of rural traditions, and the protection of sensitive natural resources. Three traveler and tourist "personas" into Eastern Kentucky are demonstrated.