Asistente de Investigación en el Colegio de la Frontera Sur (ECOSUR). Licenciada en Mercadotecnia por el Instituto Tecnológico y de Estudios Superiores de Monterrey. Guía Turística de Naturaleza en Actividades específicas de Aventura modalidad excursionismo certificada por Secretaría de Turismo de México. Contacto: marilou.becerra@guest.ecosur.mx Orcid:https://orcid.org/0009-0008-6934-1643
This article explores the role of the female tourism entrepreneur in Chiapas, Mexico, through an autoethnography that reflects on the dynamics of ecotourism and regenerative tourism. Based on the author’s personal experience as a tourism entrepreneur for over six years, the article analyzes the tensions between environmental sustainability, cultural preservation, and the commodification of tourism resources. Using a theoretical framework grounded in sustainable development, community development, and political ecology, the article revalues the role of tourism entrepreneurs as key agents in territory regeneration and the revitalization of local communities. The challenges faced by regenerative tourism in the region are discussed, ranging from community resistance to environmental education for tourists. The article also examines the difficulties of integrating sustainable practices in a context where tourism market pressures and visitor expectations tend to prioritize rapid consumption and resource exploitation. Finally, it offers a reflection on the importance of environmental education and the transformation of tourism paradigms toward a more responsible and regenerative approach.
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