Much discussion on the impact of tourism has been mainly focused on its positive side, while neglecting its negative side in recent research. Sensitivity towards environmental concerns has become pervasive and brings with it the concept of Fair Tourism, which concerns the ethical consumption by tourists. Fair tourism advocates consumption that returns tourism revenue to the host community. In a broader sense, it means fairness in tourism consumption to respect for the environment and culture of the local people. Although the notion of Fair Tourism has been recognized widely, research on Fair Tourism remains limited. The results of this study reveal that personal value and ethical consumption have positive effects on cognition of Fair Tourism and behavioral intentions. The finding thus recommended that positive message regarding economic, environmental, and other benefits of Fair Tourism should be widely disseminated in order to maximize benefits while minimizing negative impacts of tourism to the host community and to create demand for Fair Tourism.