Regenerative tourism and circular economy in tourism enterprises in Jama, Manabí

Abstract

Regenerative tourism and the circular economy have emerged as promising approaches to promote more sustainable and resilient tourism development models; however, their practical implementation in emerging tourism destinations remains limited and insufficiently documented. The purpose of this study was to assess the level of adoption of regenerative tourism and circular economy practices among tourism enterprises in Jama, Manabí, Ecuador. A mixed-methods approach was adopted, with a non-experimental, cross-sectional, and descriptive–analytical research design. The results reveal medium to medium-high performance in regenerative tourism indicators, particularly in sociocultural dimensions such as cultural valorization, community participation, and the creation of meaningful experiences. In contrast, innovation in regenerative tourism products and the implementation of circular economy practices exhibit predominantly medium levels, with progress in basic operational aspects but notable weaknesses in technical and strategic indicators, including carbon footprint measurement and the adoption of renewable energy. It is concluded that the transition toward integrated regenerative tourism models requires the strengthening of technical capacities, regulatory frameworks, and territorial governance mechanisms. This study provides empirical evidence from a little-explored territory, contributing to the applied understanding of tourism sustainability in emerging contexts.