Ethical consumption in general, and ethical tourism in particular, can and should be seen in this light. Ethical tourism in general seeks to differentiate this form of tourism consumption
–
and consumer
–
from others. There is a social aspect to it. But so to is there an aesthetic one. The use value of ethical consumption is intrinsic to the product, but the experiential aspect now includes the feeling of virtue. Ethical consumption, then, contains an additional aesthetic: feeling good about one
’
s self. As an official at UK ethical tourism NGO
Tourism Concern
put it,
“
You can have a great holiday an
d…not take a guilt trip!” (quoted in Gibson 2010,
523)