Emotion, action and tourists ethically motivated self-identity enactment behaviours.

How we feel about our behaviour is central to our identity. Using Brouwer and Houser-Markos (2017) theorisation of the self-as-doer, this study aims to provide a contextualised account of how tourists emotions influence their ethically motivated self-enactment practices (doings and saying). In doing so, we elucidate the performative and governing roles emotions play in framing, maintaining, and promoting ethically motivated consumption practices that are deemed reflective of ones ethical identity position. We demonstrate how identity claims (sayings) convert into doings (practices), which helps address the attitude-behaviour gap evident in ethical studies. In this chapter, we propose that it is only through an analysis of tourists self-enactment practices that we can begin to understand the link between emotions, action and ethically motivated identity positions.