Purchasing protection: outdoor companies and the authentication of technology use in nature-based tourism

Abstract

Different views exist within the outdoor industry regarding the appropriateness of technology use in nature-based tourism. However, there is a lack of attention to outdoor companies’ views in academic literature. We begin to address this gap by examining outdoor companies’ websites. Results indicate that through claims of unparalleled experience and expertise, business leadership in the fight against climate change, and technological innovations for developing sustainable outdoor gear, companies claim mindful consumption of their products can improve recreationists’ outdoor experiences without harming the environment. We contend that outdoor companies use authenticity rhetoric to promote neoliberal notions of sustainability and justify technology use in outdoor recreation, thus situating outdoor recreation in discussions of neoliberal sustainability in nature-based tourisms. By utilizing authenticity rhetoric infused with countercultural outdoor recreation values, outdoor companies assert their authority over nature, positioning themselves as ethical environmental leaders. However, they do so without critically appraising their own roles in promoting sustainability concerns of outdoor recreation and nature-based tourism, in perpetuating neoliberal structures of capitalism, and in reinforcing existing unequal power relations. Dominant social groups therefore continue to control environmental protection, as they enjoy the most purchasing power.