La construcción de sentido y los valores en la empresa social ecoturística: Un estudio de caso en Atarjea, El Carricillo, Guanajuato

The first reflections that emerge around the social enterprise is to try to know and investigate the specificities that make it unique compared to the "company"; therefore, the present document seeks to delimit the nature of this type of organization based on its configuration and sense by which they have been created; for this, it is considered important to visualize the worldview that is built in the organizational dynamics through the values that unite its members beyond profit and competitiveness. The context in which they are born impacts the nature of this type of organizations, the indigenous communities refer their activities rooted in the uses and customs of their history. The present case study opens the door to the search for those elements that intersect and interweave in the specific dynamics of a multicultural, diverse, complex and paradoxical Mexico where modernity and the past meet a point of shock. Thus, the reflective exercise revolves around constructing an explanation to the nature of this type of organizations that are configured with elements of the "modern enterprise" and the identity of an ejidal community with indigenous Otomi roots of Atarjea, El Carricillo, Guanajuato.