The discussion above suggests that while the experiential and symbolicaspects of consumption may be distinguished, they are not wholly separate fromone another. This holds particular importance for ethical tourism in general andslow tourism in particular. Part of the appeal of consuming ethically is not simply
21the consequences of that consumption on others or the environment; it is also in theaesthetic value of feeling good. Put differently, part of the appeal of the product isthe promise of feeling virtuous. Saving the environment, helping the poor, orachieving some kind of distributional justice become qualities associated withconsumer products. Ethical tourism holds precisely this promise: Ethical touristscan not only have their holiday, with all the use and aesthetic values holidaysinclude, but also do some kind of good in the world. By doing so, they can enjoy theadditional experience, however temporarily, of feeling principled and moralistic.This promise that all good things can go together is often accepted uncritically.