Digitalización del turismo
rural comunitario en jipijapa: una estrategia para la sostenibilidad social en
comunidades vulnerables
Edwin Eduardo
Ureña Sellan*
Boris José Bone
Prado*
Carlos David
Loor Rodríguez*
ABSTRACT
Community-based
rural tourism represents a territorial development alternative that integrates
natural resources, cultural heritage, community participation, and economic
opportunities in rural areas. In recent years, digital transformation has
changed the way tourism destinations manage promotion, commercialization, and
interaction with visitors; however, technological gaps continue to limit the
equitable participation of vulnerable communities in emerging digital
ecosystems. This article aims to analyze the role of digitalization in
community-based rural tourism in the canton of Jipijapa, Manabí Province,
Ecuador, as a strategy to strengthen social sustainability. The research
followed a qualitative approach through a documentary review of scientific
literature and institutional documents related to community tourism, digital transformation,
tourism innovation, and sustainable development. The findings show that
digitalization can improve rural destination visibility, strengthen community
enterprises, enhance marketing channels, and contribute to social empowerment;
nevertheless, its effectiveness depends on connectivity, digital skills,
technological infrastructure, and territorial governance. It is concluded that
digital transformation in community-based rural tourism represents a strategic
opportunity for Jipijapa when implemented through participatory processes
integrating technology, community training, and inclusive public policies.
Keywords:
community-based rural tourism; digitalization; digital transformation; social
sustainability; territorial development; vulnerable communities.
RESUMEN
El turismo rural comunitario
constituye una alternativa de desarrollo territorial que permite articular
recursos naturales, patrimonio cultural, participación comunitaria y generación
de oportunidades económicas en territorios rurales. En los últimos años, la
transformación digital ha modificado la manera en que los destinos turísticos
gestionan sus procesos de promoción, comercialización e interacción con los
visitantes; sin embargo, persisten brechas tecnológicas que limitan la
incorporación equitativa de comunidades vulnerables a los nuevos ecosistemas
digitales. El objetivo de este artículo es analizar el papel de la
digitalización del turismo rural comunitario en el cantón Jipijapa, provincia
de Manabí, Ecuador, como estrategia orientada al fortalecimiento de la
sostenibilidad social. La investigación se desarrolló bajo un enfoque
cualitativo, mediante una revisión documental de literatura científica y
documentos institucionales relacionados con turismo comunitario, transformación
digital, innovación turística y desarrollo sostenible. Los resultados
evidencian que la digitalización puede favorecer la visibilidad de los destinos
rurales, fortalecer emprendimientos comunitarios, mejorar los canales de
comercialización y contribuir al empoderamiento social; no obstante, su
efectividad depende de factores como conectividad, competencias digitales,
infraestructura tecnológica y gobernanza territorial. Se concluye que la
transformación digital del turismo rural comunitario representa una oportunidad
estratégica para Jipijapa, siempre que sea implementada mediante procesos
participativos que integren tecnología, capacitación comunitaria y políticas
orientadas a la inclusión social.
Palabras clave: turismo rural comunitario;
digitalización; transformación digital; sostenibilidad social; desarrollo
territorial; comunidades vulnerables.
INTRODUCTION
Tourism has become a strategic activity for the
economic and social development of regions due to its ability to generate
employment, promote local entrepreneurship, strengthen cultural identities, and
revitalize regional economies. Within this context, community-based rural
tourism has gained prominence as an alternative model that seeks to move beyond
traditional approaches focused solely on economic profitability by
incorporating principles related to community participation, heritage
conservation, and equitable distribution of benefits (Scheyvens
& Biddulph, 2021; Ruiz-Ballesteros, 2021).
Community-based rural tourism is grounded in the
active participation of local communities as key actors in the planning,
management, and utilization of their territorial resources. From this
perspective, residents are no longer viewed solely as providers of tourism
services but take on a central role in creating experiences rooted in
traditional knowledge, cultural identity, and a sustainable relationship with
the environment (Cañada, 2021). This vision aligns with contemporary approaches
to sustainable development that promote inclusive and territorially responsible
economic models (UN World Tourism Organization, 2023).
However, the changes the tourism industry has
undergone in recent decades have created new challenges related to innovation
and technological adaptation. Digital transformation has altered the way
tourists search for information, select destinations, purchase services, and
share experiences. Consequently, tourism destinations need to develop digital
capabilities that enable them to actively participate in these new competitive
landscapes (Buhalis & Moldavska,
2022).
Digital technologies applied to tourism—such as
virtual platforms, social media, intelligent information systems, geolocation
tools, and data analysis—offer opportunities to improve the promotion,
management, and marketing of rural destinations. These tools make it possible
to increase the visibility of areas with lower tourism profiles and to
establish more direct relationships between communities and visitors (Baggio
& Micera, 2021; Gretzel et al., 2021).
However, the adoption of technology in rural areas
faces significant limitations associated with the so-called digital divide. The
Organization for Economic Cooperation and Development notes that inequality in
access to connectivity, technological infrastructure, and digital skills
constitutes one of the main obstacles preventing rural communities from fully
taking advantage of the opportunities offered by the digital economy (OECD,
2021).
In Latin America, this issue takes on particular
importance because many rural areas possess cultural and natural resources with
tourism potential but face difficulties integrating into digital markets due to
structural limitations, a lack of technological training, and weak
institutional coordination (ECLAC, 2022). Therefore, the digitalization of
community-based rural tourism must be analyzed not only as the adoption of
technology but also as a social process aimed at strengthening local
capacities.
In Ecuador, community-based tourism is a strategy
linked to sustainable territorial development due to the country’s cultural,
environmental, and productive diversity. Rural communities possess significant
resources related to gastronomy, traditional agriculture, cultural heritage,
and natural landscapes; however, they need to strengthen processes of
innovation, promotion, and management to respond to the new dynamics of global
tourism (Ecuadorian Ministry of Tourism, 2022).
In the province of Manabí, particularly in the canton
of Jipijapa, there are rural communities with favorable conditions for the
development of community-based tourism due to their cultural richness,
productive traditions, gastronomy, and natural resources. However, like other
rural areas in Latin America, they face challenges related to tourism
promotion, digital visibility, training, and coordination among local
stakeholders.
This situation highlights the need to analyze how
digitalization can contribute to strengthening the social sustainability of
rural community-based tourism in Jipijapa. Social sustainability involves
ensuring that tourism development processes promote community participation,
inclusion, collective well-being, and the preservation of territorial identity
(UNESCO, 2021).
Therefore, this article aims to analyze the
digitalization of community-based rural tourism in Jipijapa as a strategy to
strengthen social sustainability in vulnerable communities, through a
literature review of scientific publications and specialized documents.
The study’s contribution lies in integrating three
dimensions that are frequently addressed independently: digital transformation,
community-based rural tourism, and social sustainability. This integration
allows for the proposal of a strategic vision in which technology becomes a
tool for strengthening community capacities, improving economic opportunities,
and promoting sustainable territorial development.
2. THEORETICAL FRAMEWORK
Theoretical Foundation and State of the Art
2.1. Community-Based Rural Tourism as a Strategy for
Sustainable Territorial Development
Community-based rural tourism has established itself
as an alternative approach within contemporary tourism development due to its
ability to link economic activity with the conservation of natural and cultural
heritage, social participation, and the strengthening of local economies.
Unlike conventional tourism models, this approach positions communities as
central actors in tourism planning and management, recognizing their knowledge,
cultural practices, and organizational structures as fundamental elements of
the tourism product (Ruiz-Ballesteros, 2021).
From the perspective of territorial development,
community-based tourism represents a mechanism for mobilizing endogenous
resources through the promotion of local heritage. Rural communities can
transform their productive practices, cultural expressions, cuisine, and
landscapes into distinctive tourism experiences, generating complementary
economic opportunities and strengthening processes of collective identity
(Cañada, 2021).
The specialized literature indicates that rural
community-based tourism contributes to sustainable development when it meets
three fundamental conditions: effective community participation, equitable
distribution of benefits, and conservation of territorial resources. In this
regard, tourism must move beyond an exclusively economic perspective and focus
on building social well-being, cultural strengthening, and community resilience
(Scheyvens & Biddulph, 2021).
Likewise, studies on community-based tourism emphasize
that sustainability depends on the organizational capacity of local
communities. Communities need to develop administrative skills, innovation
capabilities, and mechanisms for coordination with public, private, and
academic institutions to consolidate sustainable tourism initiatives
(Maldonado-Erazo et al., 2022).
In Latin America, rural community-based tourism has
gained prominence as a strategy for addressing issues associated with
territorial inequality, limited economic diversification, and the loss of
traditional activities. However, various studies warn that many community-based
initiatives face difficulties in accessing tourism markets due to problems
related to promotion, marketing, and limited adoption of technological tools
(ECLAC, 2022).
In the Ecuadorian context, community-based tourism has
unique characteristics due to the territory’s cultural and environmental
diversity. Indigenous, peasant, and rural communities have developed tourism
experiences rooted in their ancestral practices and relationship with nature;
however, they need to strengthen innovation processes that allow them to
improve their competitiveness without compromising their cultural identity
(Ministry of Tourism of Ecuador, 2022).
In the case of Jipijapa, rural community-based tourism
represents an opportunity to capitalize on resources associated with Montubio
culture, agricultural production, traditional cuisine, and natural heritage.
However, consolidating this model requires overcoming limitations related to
tourism management, destination promotion, and the adoption of digital
strategies to increase its visibility.
2.2. Digital Transformation and Innovation in Rural
Tourism
Digital transformation is a process of organizational
and social change through which digital technologies are incorporated to
improve processes, generate new value models, and respond to changes in the
environment. In the tourism sector, this phenomenon has altered the
relationships between destinations, businesses, communities, and visitors,
giving rise to new forms of tourism planning, promotion, and consumption
(Buhalis & Moldavska, 2022).
The digitization of tourism involves the incorporation
of technological tools such as digital platforms, social media, mobile apps,
geographic information systems, artificial intelligence, and data analytics.
These technologies help enhance the visitor experience, optimize management
processes, and strengthen the competitiveness of tourist destinations (Gretzel
et al., 2021).
In rural destinations, digital transformation takes on
special importance because it helps reduce barriers related to geographic
distance and limited presence in traditional tourism markets. Through digital
strategies, small communities can promote their attractions, establish direct
links with visitors, and build a distinct identity for their region (Baggio
& Micera, 2021).
However, the scientific literature shows that tourism
digitization should not be understood solely as an online presence. True
digital transformation involves developing the capacity to use technology
strategically, generating knowledge from available information, and adapting
organizational processes to new digital scenarios (Buhalis & Moldavska,
2022).
From this perspective, rural destinations need to move
toward models of tourism innovation where technology is integrated with the
social and cultural characteristics of the region. The incorporation of
technology must respect community dynamics and strengthen local participation,
avoiding external models that could lead to dependency or a loss of regional
identity.
Approaches related to smart tourism destinations
propose that technology must be integrated with sustainability, accessibility,
governance, and innovation. A smart destination is not defined by the number of
technological tools available, but by its ability to use information and
innovation to improve the visitor experience and the quality of life for
residents (Gretzel et al., 2021).
2.3. Social Sustainability and Digital Inclusion in
Vulnerable Rural Communities
Social sustainability is an essential dimension of
sustainable development and relates to the ability to ensure the well-being,
equity, participation, and inclusion of communities. In the context of tourism,
this approach implies that the benefits generated by tourism must contribute to
strengthening the social fabric and improving the living conditions of local
populations (UNESCO, 2021).
Vulnerable rural communities face structural
challenges associated with limited economic opportunities, youth migration,
unequal access to services, and reduced participation in global markets. In
this context, community-based tourism can serve as a complementary development
strategy, provided it preserves local autonomy and promotes participatory
processes (Scheyvens & Biddulph, 2021).
Digital inclusion is emerging as a new component of
social sustainability, as access to and the proper use of technologies
determine communities’ participation in the contemporary economy. The digital
divide represents not only a disparity in technological access but also an
inequality in the ability to generate value through the use of digital
information and tools (OECD, 2021).
For this reason, the digitization of rural tourism
requires programs aimed at strengthening community digital skills. Technology
training enables local stakeholders to manage their own tourism promotion,
marketing, and communication processes, thereby increasing their autonomy and
decision-making capacity (World Bank, 2021).
From this perspective, technology can become a
mechanism for social empowerment when it strengthens community participation
and enables rural populations to take the lead in their own development. In the
case of Jipijapa, this approach is essential to ensure that digital
transformation truly contributes to social sustainability and not merely to the
economic growth of tourism.
2.4. Identified Research Gap
A review of the current state of the art shows that
there is extensive research on community-based rural tourism and digital
transformation; however, most studies address these phenomena separately. While
some studies focus on the economic benefits of community-based tourism, others
analyze technology from business or tourism competitiveness perspectives.
There is a research opportunity in integrating these
dimensions from a territorial and social perspective, especially in Ecuadorian
rural communities where digitization can serve as a tool to strengthen
inclusion, cultural identity, and sustainable development.
In this regard, the present study offers an
integrative approach by analyzing the digitization of community-based rural
tourism in Jipijapa as a process of territorial social innovation, in which
technology is linked to community participation, sustainability, and local
development.
MATERIALS AND METHODS
The study was conducted using a qualitative approach,
through a descriptive-analytical literature review aimed at understanding the
relationship between digitalization, community-based rural tourism, and social
sustainability in vulnerable rural contexts. This approach allowed for the
interpretation of the theoretical and empirical contributions reported in the
scientific literature, identifying trends, categories of analysis, and
strategic elements applicable to the context of the Jipijapa canton in Ecuador.
Literature review is a systematic process of
compiling, analyzing, and interpreting information from scientific and academic
sources, enabling the construction of knowledge through a critical review of
previously conducted research (Snyder, 2019). In this regard, the study does
not aim to measure effects using its own statistical data, but rather to
generate a comprehensive understanding of the phenomenon under study based on
an analysis of available scientific evidence.
A non-experimental, cross-sectional design was
employed, as the analysis was based on existing information without
manipulation of variables. The study aimed to identify the main contributions,
limitations, and opportunities associated with the incorporation of digital
technologies in community-based rural tourism.
The methodological process was organized into three
phases:
Phase 1. Literature Review and Selection
In this phase, a search was conducted for scientific
literature related to: The sources consulted included scientific articles
published in indexed journals, academic books, and institutional reports from
national and international organizations.
· community-based
rural tourism;
· digital
transformation in tourism;
· social
sustainability;
· digital
inclusion;
· territorial
development.
Phase 2. Analysis and Categorization of Information
The information gathered was organized through
thematic content analysis, allowing for the identification of categories
related to the subject of study.
The categories established were:Phase 3.
Interpretation and Development of the Strategic Proposal
· Digitalization
and tourism promotion.
· Technological
innovation and community-based marketing.
· Digital
inclusion and social empowerment.
· Barriers
to rural digital transformation.
· Strategies
for sustainable tourism digitization.
Finally, the findings were integrated through an
interpretive process that enabled the development of a strategic proposal aimed
at strengthening the digitization of community-based rural tourism in Jipijapa.
This proposal does not correspond to an implementation
carried out in the field, but rather to a model derived from the literature
review and grounded in the contributions of the scientific literature examined.
Information Sources and Document Selection Criteria
The literature review considered academic sources and
specialized organizations related to tourism, sustainable development, and
digital transformation.
The inclusion criteria were: The exclusion criteria
were:3.4. Information Analysis Technique
· scientific
publications directly related to the study variables;
· documents
published preferably between 2019 and 2025;
· research
conducted in rural, community, or tourism contexts;
· documents
with relevant theoretical or methodological contributions.
· documents
with no direct relation to rural tourism or digitalization;
· publications
lacking verifiable methodological information;
· non-academic
sources or those without institutional backing.
The technique used was qualitative content analysis,
involving the identification, classification, and interpretation of recurring
concepts present in the selected sources.
This procedure made it possible to establish
relationships between theoretical contributions on digital transformation and
the specific needs of community-based rural tourism, generating a
contextualized interpretation for the Jipijapa region.
RESULTS
The literature review revealed that the digital
transformation of community-based rural tourism is a multidimensional process
in which technological, economic, social, and territorial factors interact. The
scientific evidence reviewed demonstrates that the strategic incorporation of
digital technologies can strengthen community-based tourism management;
however, its benefits depend on the ability of local communities to develop
digital skills, ensure connectivity, and promote mechanisms for local participation.
Based on the analysis of the selected literature, five
main categories were established:
· Digitization
as a mechanism for tourism visibility.
· Digital
tools for strengthening community-based enterprises.
· Digital
inclusion and social sustainability.
· Barriers
to digital transformation in rural communities.
· Strategic
model of sustainable digitization for Jipijapa.
·
Digitization as a mechanism for tourism visibility and
positioning
The studies analyzed show that one of the main
contributions of digitization to community-based rural tourism relates to the
possibility of increasing the visibility of regions that have traditionally had
a limited presence in tourism markets.
Digital platforms enable rural communities to showcase
their cultural, natural, and social attributes through audiovisual content,
social media, websites, and geolocation tools. This facilitates the development
of a distinct tourism identity and fosters direct connections between
communities and visitors (Baggio & Micera, 2021; Gretzel et al., 2021).
In this regard, digitalization presents an opportunity
for regions such as Jipijapa to strengthen the promotion of their resources
related to Montubia culture, traditional cuisine, agricultural production, and
natural heritage, thereby generating new forms of interaction with potential
tourists.
Digital Tools to Strengthen Community-Based Tourism
Ventures
The analysis shows that digital technologies can
contribute to the economic strengthening of rural ventures through new
promotion and marketing mechanisms. The literature indicates that small
community organizations can use digital tools to expand markets, improve
communication with customers, and strengthen tourism management processes
(Buhalis & Moldavska, 2022).
However, economic benefits do not depend solely on
having technological tools available, but rather on the ability of local actors
to use them strategically. Therefore, digital training is an indispensable
element for transforming technology into a true competitive advantage.
Digitalization and Community Social Inclusion
The results of the literature review show that the
digital transformation of rural tourism has a significant social dimension, as
it can contribute to strengthening local capacities and expanding the
participation of community groups in tourism-related economic activities.
Digital inclusion enables young people, women, and
small rural entrepreneurs to participate in tourism promotion, management, and
marketing processes, thereby fostering economic diversification and community
ownership of territorial development (ECLAC, 2022; World Bank, 2021).
However, the literature shows that technology only
generates social benefits when accompanied by educational and organizational
processes that enable communities to take ownership of digital tools.
Barriers to the Digital Transformation of
Community-Based Rural Tourism
Despite the identified opportunities, the analysis
shows that there are limitations that may hinder technology adoption in rural
communities. The main barrier is the digital divide, defined as the existing
inequality in access to, use of, and benefit derived from digital technologies
(OECD, 2021).
In rural areas, this issue is linked to limited
connectivity, insufficient technological infrastructure, poor digital skills,
and weak institutional coordination.
Strategic Model for the Sustainable Digitalization of
Community-Based Rural Tourism in Jipijapa
Based on the findings identified, a strategic model is
proposed aimed at strengthening the social sustainability of community-based
rural tourism through the integration of technology, human capacities, and
territorial governance.
The model is grounded in the idea that digitalization
must become a process of social innovation in which communities are the
protagonists of technological transformation.
Summary of Results
The results indicate that the digital transformation
of community-based rural tourism in Jipijapa represents a strategic opportunity
to strengthen social sustainability, provided it is implemented through a
comprehensive approach. Technology can support tourism promotion, improve
economic opportunities, and strengthen community participation; however, it
requires enabling conditions related to training, infrastructure, and
governance.
Therefore, the main finding of the study is that the
digital transformation of community-based rural tourism should be understood as
a process of territorial social innovation and not merely as the incorporation
of technological tools.
The results obtained show that the digitization of
community-based rural tourism represents a strategic opportunity to strengthen
processes of sustainable territorial development; however, its impact depends
on the communities’ ability to take ownership of digital technologies and use
them as tools for social innovation. This perspective aligns with the arguments
of Buhalis and Moldavska (2022), who maintain that digital transformation in
tourism goes beyond the adoption of isolated technologies and requires changes
in management, communication, and value creation models.
From this perspective, the digitization of
community-based rural tourism should be understood as a comprehensive process
where technology, local knowledge, and community participation converge. The
results show that digital tools can improve the visibility of rural
destinations, facilitate the promotion of cultural and natural heritage, and
generate new opportunities for interaction between communities and visitors.
These findings are consistent with those of Baggio and Micera (2021), who
highlight that digital technologies enable small tourist destinations to
strengthen their positioning through more direct and personalized communication
strategies.
In the context of Jipijapa, these findings are
particularly relevant because the region possesses cultural and natural
resources with tourism potential but needs to strengthen its promotion and
marketing mechanisms. The analyzed evidence suggests that creating a digital
territorial identity could help position experiences related to Montubia
culture, traditional cuisine, agricultural activities, and rural
landscapes—elements that offer unique advantages over conventional tourism
models.
Another relevant aspect identified concerns the role
of digitalization as a mechanism for strengthening the local economy. The
results show that digital platforms can promote the autonomy of small
businesses by enabling direct communication with visitors and reducing
dependence on traditional intermediaries. This finding aligns with Scheyvens
and Biddulph (2021), who argue that community-based tourism generates greater
social benefits when communities actively participate in the management and
marketing of their own resources.
However, the discussion highlights that the
availability of technologies alone does not guarantee successful digital
transformation processes. The reviewed literature demonstrates that the key
condition for leveraging these tools is the development of digital skills among
local stakeholders. In this regard, the OECD (2021) notes that the digital
divide is not limited to internet access but also includes the ability to use
technology strategically and productively.
This consideration is fundamental for vulnerable rural
communities, where valuable tourism resources may coexist with limitations
related to connectivity, technological training, and infrastructure
availability. Therefore, any tourism digitization strategy implemented in
Jipijapa must incorporate ongoing community training processes that enable
technology to become a tool for social empowerment.
From the perspective of social sustainability, the
findings confirm that digitalization can contribute to community strengthening
when it promotes participation, inclusion, and the preservation of cultural
identity. Technology can help young people, women, and local entrepreneurs gain
greater opportunities for participation in tourism, thereby strengthening the
region’s social capital (ECLAC, 2022).
However, there is a risk that digitalization will
exacerbate inequalities if it is not developed in accordance with principles of
territorial equity. The World Bank (2021) warns that communities with limited
technological capacity may be excluded from the benefits associated with the
digital economy. Consequently, the digital transformation of rural tourism must
be accompanied by public policies and institutional actions that guarantee
access, training, and technical support.
The results also highlight the importance of
collaborative governance. The digital transformation of tourism requires
coordination among multiple stakeholders: communities, local governments,
universities, social organizations, and the private sector. This cooperation is
necessary to avoid fragmented initiatives and to build sustainable processes of
territorial innovation.
In this regard, the strategic proposal put forward for
Jipijapa aligns with the approaches of smart tourism destinations, where
technology is integrated with sustainability, governance, and improvements in
residents’ quality of life. According to Gretzel et al. (2021), a smart
destination is not defined solely by the incorporation of technology, but by
the ability to use it to generate social value and enhance the tourism
experience.
From a scientific perspective, the main contribution
of this research lies in integrating three dimensions that are generally
analyzed independently: tourism digitization, community-based rural
tourism, and social sustainability. This integration helps us understand that
technology can become an instrument of territorial development when it responds
to the specific needs and characteristics of communities.
Unlike approaches focused exclusively on tourism
competitiveness, this study argues that digital transformation should be
oriented toward building local capacities, cultural strengthening, and
community participation. Therefore, the digitalization of community-based rural
tourism in Jipijapa should be understood as a process of territorial social
innovation, in which technology acts as a facilitator of collective well-being.
The findings allow us to identify several practical
implications for community-based tourism development in Jipijapa: Consequently,
the digital transformation of community-based rural tourism must be understood
as a gradual, participatory, and context-specific process, in which technology
contributes to the social strengthening of the region.
The implementation of digital literacy programs is a
necessary condition for ensuring community participation in new tourism
markets.
The creation of a regional digital strategy can
strengthen the promotion of rural attractions and improve their positioning.
Collaboration between universities, communities, and
local governments can generate sustainable processes of tourism innovation.
Digitization must preserve cultural identity and avoid
external technological models that disregard community dynamics.
.
CONCLUSIONS
This study analyzed the digitalization of
community-based rural tourism in Jipijapa as a potential strategy for
strengthening the social sustainability of vulnerable communities. Based on the
literature review conducted, it is evident that digital transformation is a
strategic process that can contribute to strengthening rural destinations by
improving tourism promotion, generating new economic opportunities, and
building community capacity.
The results show that the digitalization of
community-based rural tourism should not be understood solely as the
incorporation of technological tools, but rather as a comprehensive process of
territorial social innovation. Technology gains value when it helps strengthen
community participation, preserve cultural identity, improve tourism
management, and generate collective benefits for local residents.
It was found that the main opportunities presented by
digital transformation are related to increasing the visibility of rural areas,
creating new marketing channels, communicating directly with visitors, and
strengthening community-based enterprises. In this regard, digital tools can
serve as mechanisms to reduce traditional barriers to accessing tourism
markets.
However, the analysis shows that digitalization faces
significant challenges, primarily associated with the digital divide, limited
connectivity, insufficient technological skills, and weak institutional
coordination. These conditions may restrict vulnerable communities’ access to
the benefits of the digital economy if strategies aimed at technological
inclusion are not implemented.
In the case of Jipijapa, the study concludes that
there is significant potential to strengthen rural community-based tourism
through digital strategies linked to the promotion of the region’s cultural
heritage, cuisine, local production, and natural resources. However, this
process requires participatory planning in which communities take the lead in
shaping their digital tourism identity.
The study provides a strategic model that integrates
five fundamental components: digital capacity building, the construction of a
digital territorial identity, tourism marketing through technological tools,
collaborative governance, and social impact assessment. This proposal offers an
alternative framework for guiding future processes of digital transformation in
rural tourism communities.
Finally, it is concluded that digitization can become
a factor in the social sustainability of community-based rural tourism when it
is developed according to principles of equity, participation, and community
ownership. Technology should be viewed as a means to strengthen local
capacities and promote more inclusive and sustainable models of territorial
development.
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* Docente de la Carrera de Turismo, de la
Facultad Ciencias Económicas de la Universidad Estatal del Sur de Manabí Unesum
jorge.lema@unesum.edu.ec
https://orcid.org/0009-0009-9798-0319
Docente de la Carrera Comunicación,
Facultad de Comunicación Social de la Universidad de Guayaquil edwin.sellanu@ug.edu.ec https://orcid.org/0000-0002-1093-1525
Docente de la Facultad de Jurisprudencia,
Ciencias Sociales y Políticas de la Universidad de Guayaquil boris.bonep@ug.edu.ec
https://orcid.org/0009-0000-6032-8858
Docente de la Facultad de Jurisprudencia,
Ciencias Sociales y Políticas de la Universidad de Guayaquil carlos.loorr@ug.edu.ec
https://orcid.org/0000-0003-1761-9849