Ecotourism is often misinterpreted as any form of tourism that involves nature (see Jungle tourism). In reality, the latter activities often consist of placing a hotel in a splendid landscape, to the detriment of the ecosystem. According to them ecotourism must above all sensitize people to the beauty and the fragility of nature. They condemn some operators as greenwashing their operations: using the labels of "green" and "eco-friendly”, while behaving in environmentally irresponsible ways.