Language, Individual & Society, Volume 9, 2015

Abstract: This research refers to a case study aimed to understand a Mexican agrarian community.This figure relates to the division of the land from before the Spanish Conquest. Currently is recognized by the Mexican State, called Bienes Comunales of Amecameca. This includes ecotourism practices from a project called Apatlaco. This project allows the comuneros to utilize their land for their best interest and promote green tourism. The study mainly investigates the learning process and organizational identity and its impact on the way they carrying out the project, where the comuneros play a major role. By recognizing its historical and cultural context helps to define who they are as a community. The Bienes Comunales are embedded between yesterday and now a social and economic relation that is defined by the form of ownership. In which birth led to understand the elements that define the organizational identity. The methodology used is qualitative and the applied tools are observation and semi-structured interviews.