The enriched data in this study, based on qualitative research, confirm on one hand the “goodness” of sustainable tourism development (STD) in developing regions. On the other hand, local stories in the community of Vicos in Peru undermined the “good actions” that were claimed by groups who represented the collective narrative about the “goodness” of STD. Local narratives in the community showed that there was jealousy towards the American NGO, participant families and tourists. These signals were twisted or left out in the collective narrative. This study demonstrates that a local community in STD cannot be considered as a homogeneous block without the presence of power struggles and contrasting values. Moreover, this study shows what impact normative moral claims on macro level have on micro level: It offers an insight which could be a careful first step towards an understanding of Fennell’s deep approach to ethics in tourism studies.