Recently, ethical tourism has been a research interest but not yet a mature marketing tool for tourist destinations. A decade ago, scholars began studying the effectiveness of ethical concerns in tourism as perceived by private organizations. This study attempts to examine tourists' behavioral intentions based on four dimensions of ethical tourism (tourists' rights, socio-economic concerns, environmental concerns, and cultural concerns). The study sample comprises 567 respondents, considered potential tourists from five European countries (Germany, the UK, France, Spain, and Italy). The study results showed a strong positive effect of tourists' rights on destination choice and willingness to pay more. For the socio-economic, environmental, and cultural concerns, moderate effect on the destination choice and willingness to pay more were found except for the effect of environmental concerns on the willingness to pay more. Theoretical and managerial implications were suggested based on the study findings.