The nature has a particular role to play as a source or authentic experience. Tour operators in Belize use a variety of images that operate on three levels to appeal to potential travelers. On one level, tourism operators use green terms describe their companies, On another level, tourism operators utilize the language of sustainable development to legitimize their travel package. Finally, tours rely on the underlying themes of nature, nostalgia and nirvana. In these tours developing countries are presented as unspoilt .
The extensive manner in which cultural ideals inform and a nature and the value we place on it have led some to argue that wilderness itself at least in part, 'socially constructed' (Eder, 1996). It might almost be defined as state of mind' (Nash, 1982: 5) rather than an authentic underlying reality. Nature itself is a culturally and politically contested category (Macnaghten and Urry, 1998). Some theorists have argued, that nature can be of no intrinsic ethical value, that it cannot be regarded as an end in itself. After all the fact that we cannot have a truly authentic experience of another culture one that is pure and unaffected by our own cultural expectations.
Similarly the fact that we cannot escape to some untouched wilderness, and that our ideas of what counts as wilderness are affected by many cultural factors, does not mean that an environmental ethics is an impossibility(Smith. 2001a). Ethic is as we have argued, all about socially mediated relationships and evaluations, and this is no less the case when it comes to nature.