Digitizing Community-Based Rural Tourism in Jipijapa: A Strategy for Social Sustainability in Vulnerable Communities

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.