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In modernity’s tourism, nature is just a resource. In modernity, enterprises exploit human and natural resources, churning out products to feed the modern desire to consume. In the process, people and nature are carelessly ‘used up’. Thus, Brundtland’s famous exhortation for sustainable development (Brundtland, 1987) remains unheeded, and the rhetoric of sustainable tourism (Bramwell & Lane, 1
