The debate about sustainable tourism has, in recent years, led to some moralistic and judgemental approaches to the classification of tourists. For example, there is the idea of the Good Tourist, put forward by Wood and House in 1991. Such tourists behave in a responsible manner towards the environment and the host community in their holiday destination. It is argued that all tourists can aspire to join this group if they modify their behaviour in particular ways. Horner and swarbrooke(996) have suggested that, for tourism organizations, this group may represent a potentially lucrative niche market, which must be sold products it can feel good about buying