Sustainable Ethics Strategy: One step beyond the "utopian" Triple Bottom Line
Keywords:
Community Tourism, Sustainable Ethics Strategy, Triple Bottom LineAbstract
Some indigenous Andean communities in Ecuador are taking advantages of the growing demand of community tourism in tourism consumers in developed countries, who seek to experience the rich culture of peoples from the center of America. The aim of this study was to analyze the business strategy of community tourism developed within the indigenous communities in the Andes and the role of its stakeholders within that strategy in a complex framework of ethics, in order to achieve sustainable development consistent with that code of behavior. For this investigation, we used the single case study methodology. For the purpose of this research, ECORED Foundation was observed. It is an organization dedicated to community tourism activity in San Clemente, small indigenous community belonging to the Kichwa Nation settled in the province of Imbabura in the highlands of Ecuador. The research data was conducted through interviews, direct observation of the phenomenon and a review of documents and literature. The study revealed that the business strategy of community tourism in this case can be defined as eco-sustainable strategy where the Earth is considered a living entity and sacred. Based on an ethical basis altruistic, responsible and caring, community-based tourism strategy within San Clemente has economic, environmental, social, political and territorial meeting, dwarfing the classic analysis on the sustainability of the Triple Bottom Line. Management was evident based on values, issues and relationships with stakeholders focused on the intrinsic value of sustainability. The business strategy of the ECORED proof that sustainable development is not utopian, it is possible and necessary.
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