“…The agency of the tourism sector to create worlds within the natural environment is a feature of the nature sports context. The tourism industry, sports and travel media, and popular culture draw heavily on the romantic view of nature (Canniford & Shankar, 2013) to imbue it with cultural values and codes such as the “sublime,” remote,” “wild,” “transcendent,” and “authentic” (Bell & Lyall, 2002; Ford & Brown, 2006). Infusing nature with values is used to evoke ideas of escape, thrill, pleasure, and self-fulfillment (Frost, 2021; Laing & Crouch, 2009).…”