Ecotourism has been developed in different countries to promote conservation and improve socioeconomic conditions of communities, however the ecological sustainability and economic viability of the concept has been questioned. The present study had two main objectives: to characterize ecotourism in the Ruiz Cortines Ejido with specific examples from the Los Clarines ecotourism project, and to analyze the attitudes of the local community towards ecotourism as a conservation strategy. A case study approach was adopted applying mixed methods (quantitative and qualitative) and based largely on an interpretative paradigm. Information was collected through a quantitative survey administered by the researcher (n=88), open interviews (n=11), two focus groups, as well as direct observation and participation. Ecotourism has been developed in different countries to promote conservation and improve socioeconomic conditions of communities with respect to health, education, personal income levels, employment, infrastructure, market for local products and services. These research instruments were applied to local residents and opinion leaders among other key informants. It was found that the magnitude of ecotourism influences benefit distribution and impacts related to the activity. Ecotourism can generate significant economic benefits to the local communities and encourage their participation in conservation initiatives avoiding environmentally harmful practices. It was also found that direct economic incentives are not the only factors that influence attitudes and practices towards conservation. It is recommended to consider ecotourism as only one of the strategies within a broader plan that seeks to integrate conservation and socioeconomic development. This plan has to include other factors such as laws and restrictions as well as participation and involvement of local communities in the management of natural resources.
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