Adventure, nature and commodification

The commercialisation of outdoor and nature activities that offer excitement and stimulation in wild and remote ‘escape’ locations has fuelled the adventure and ecotourism industries. Historically, expeditions were sponsored or scientific and private rather than for business or profit with the focus on location and endeavour but not on prescribed experiences or outcomes. Challenges may have been overcome, expectations met, uncharted terrain conquered or new species discovered. Adventure and nature as a business however, attracts those who have the desire, finance and basic fitness for visiting remote areas but not the time, inclination, skills, equipment or experience to organise such adventures. There have been concerns about the development of outdoor adventure as 'recreational capitalism' or 'McDonaldisation' with its move away from the values of the social movement with its relationship towards place and community. The commodification of outdoor adventure and nature thus stands apart from the traditional values of outdoor and environmental educators. The expansion of adventure and ecotourism has led to a parallel growth in businesses including outfitters, local organisers and guides often with cascading impact on indigenous communities socially and economically. Adventure and nature activities necessarily use natural resources in pursuit of individual gain, be this physiological, psychological or emotional. Apart from the assumed associated increase in air travel, the environmental impact on landscapes, heritage and wildlife has been noted but not fully monitored and reported.