Tourism is a phenomenon that encompasses a complicated mixture of human emotions, fears and desires, backgrounds, inclinations, choices and values. It is fashioned by politics, power, current consumer styles, the travel industry and the tourist herself (Edensor, 2006). Travel involves some kind of physical movement from one place to another and, when we mentally (re)construct our environments and the meanings we give to travel, we often rely on our personal (or collective) values in order to choose the (next) destination. Similarly, hosts also rely on their sets of values when welcoming tourists, offering their visitors what they feel the visitors consider important and creating environments that they hope will be enjoyed and appreciated.