...have weakened the appeal of the consumerist ideal.
Therefore, it is important for luxury outdoor tourism to offer a "cured" experience of wilderness and nature that, devoid of the usual signs of the market society, highlights the sense of scarcity and uniqueness (“off the beaten track”, “timeless quality”)
In that regard, to anticipate the commodification of the offered destinations and strengthen the relationship with local cultures may be both an ethical imperative and an opportunity for differentiation.
Extracto del Racional Propuesta de Valor, Explora 2016
