ABSTRACT
This chapter aims to address some of the issues outlined above by focusing on consumers' ethical behaviour in a tourism context. It demonstrates the importance of emotional experiences, not only in motivating and reinforcing tourist's ethical choices, but also as an integral part of the core consumption experience. The chapter explores the role of emotion in the ethical decision-making process of tourists, and its presence in the consumption experience. While ethical choice may seem to be a rational and deliberate act, it has argued that the existing theories and decision-making models offered in the literature are inadequate as they overlook non-rational factors such as emotion. A ripe area for future investigation is to develop the concept of commitment in ethical consumption practice, and to examine individual's ethical commitment to such practices and the impact on their lives in general. The concept of commitment implies a lasting orientation that leads to customer retention.
