Resumen

FERNANDEZ ALDECUA, María José; CASTILLEJOS LOPEZ, Berenice  y  ALFONSO RAMIREZ LUNA, Jorge. Social Enterprises and Ecotourism in Huatulco, Mexico: Diagnosis of Business Management. Estud. perspect. tur. [online]. 2012, vol.21, n.1, pp.203-224. ISSN 1851-1732.

The emerging social enterprises in rural communities face a number of problems impeding their growth and survival. The constraintsare those of management. This paper describes the main problems of five ecotourism social enterprises. Based on a qualitative methodology a SWOT diagnosis was developed, which allowed to find common problems: weak profitability, empirical and improvised performance, no marketing strategies, no competitive strategies, lack of marketing strategies and competitiveness, lack of trained and efficient human capital, poor tourism culture among others.

Palabras clave : Social enterprises; Ecotourism; Community-based tourism; Business management.

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