Abstract
The San Pablo community in El Triunfo, Ecuador, is emerging as a promising community-based tourism destination. Despite its potential, the lack of knowledge about self-organization and its implementation has hindered effective tourism management. To address this challenge, a participatory approach was employed, involving the community and key stakeholders, such as the local government of El Triunfo. Through the utilization of Design Thinking and both online and in-person interviews, it was identified that an organizational structure based on networks and a culture of self-organization can drive local tourism. These aspects were incorporated into a Design Thinking-guided process, contributing to the understanding of how to forge an appropriate organizational framework for the community. Furthermore, this study aims for broader impact. The goal is not only to strengthen tourism in San Pablo, but also to inform the management of strategies and policies in other entities. The findings offer valuable insights to similar communities in Ecuador and the region. Collectively, this research enhances the comprehension of community-based tourism and proposes practical solutions for optimizing its management in emerging contexts.