The role of hedonism in ethical tourism

Sheila Malone*, Scott McCabe, Andrew P. Smith

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

111 Citations (Scopus)


This paper investigates the role of emotion in the ethical choice processes of tourists. Specifically, it explores how hedonism is experienced and the links between hedonic experiences and intentions for future ethical behaviour. It adopts an interpretative phenomenological analysis (IPA) approach to examine the experience of emotion in self-defined ethical tourists' consumption of places. The findings highlight that emotionally charged experiences are powerful motivators of consumers' ethical choice. It identifies the role hedonism plays in rationalizing and reinforcing current and intended ethical behaviour. Finally, the paper discusses the importance of emotional experiences as a source of hedonic value in engaging individuals in consumption encounters.

Original languageEnglish
Pages (from-to)241-254
Number of pages14
JournalAnnals of Tourism Research
Issue number1
Publication statusPublished - Jan 2014


  • Emotions
  • Enjoyment
  • Ethical consumption
  • Ethical tourism
  • Interpretative phenomenological analysis
  • Pleasure

ASJC Scopus subject areas

  • Development
  • Tourism, Leisure and Hospitality Management


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