Ecotourism in a Country Rich in Both Biodiversity and Hope
Ivan Hernandez, Paula Cortés, Sergio Sosa
June 1, 2018
Strategy & General Management
Tourism, developing countries, internal conflict
GJCS / SCR
Lucelia was a retired teacher who bought a farm in early 2006 with her savings, after 30 years as a Biology teacher for children aged 11 to 18. The farm was located in the sector of San Bernardo, a rural area of the municipality of Ibague, Tolima, Colombia, a country with a mainly rural armed internal conflict since 1952. Her dilemma was to use the farm as a private site for herself and her family or to offer tourism services to the public. So, did Lucelia had a typical family-retired life or a life with all the avatars of an entrepreneurial venture in this stage of her life in an area like San Bernardo?