| Sumario: | Since rural community‐based tourism (RCBT) emerged, it has been widely considered to be an effective means of promoting development and conserving natural resources. Through a political ecology approach, this article explores the potential of RCBT to foster long‐term stewardship and transformations in ecological consciousness among campesino communities in unprotected areas. Using Cocachimba as a case study, the article reveals that while RCBT can increase environmental consciousness, stewardship and conservation practices, it also reshapes human‐environmental relations, changing both the value and the meaning of environment, as well as altering societal structures and changing relationships within communities.
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