Labels such as the ‘green tourist’, ‘ecotourist’, and the ‘ethical tourist’ are used to claim moral capital and distinguish this tourist from the alternative, viewed as a threat to the destination. However, these tourist groups open themselves up to feelings and criticisms of hypocrisy when they fail to live up to the moral standards they expressly espouse. This hypocrisy may be conceptualised as a form of inauthenticity—not being existentially true to one's own standards. The present netnographic study uses Graham, Meindl, Koleva, Iyer, and Johnson's (2015) typology of moral hypocrisy to illustrate the feelings of inauthenticity and dissonance, and the social condemnation the environmentally conscious tourist/traveller contends with. Findings point to the inescapability of moral weakness, and the inevitability of moral frustration.

中文翻译：

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生态虚伪和不真实：生态意识旅游者的批评和忏悔

诸如“绿色旅游者”、“生态旅游者”和“道德旅游者”之类的标签被用来宣称道德资本，并将这种旅游者与被视为对目的地的威胁的替代者区分开来。然而，当这些旅游团体未能达到他们明确支持的道德标准时，他们就会对虚伪的感觉和批评敞开心扉。这种虚伪可能被概念化为一种不真实的形式——不符合自己的标准。本网络志研究使用 Graham、Meindl、Koleva、Iyer 和 Johnson (2015) 的道德虚伪类型来说明不真实和不和谐的感觉，以及具有环保意识的游客/旅行者所面临的社会谴责。调查结果表明，道德软弱是不可避免的，道德挫折也是不可避免的。