The use of forest land for ecotourism has been well accepted due to its ability to provide income to local people and to conserve the forest. Preparing the forest with infrastructure to attract and educate visitors has been reported of importance. This study applied Q methodology in a small rural community of the State of Puebla, Mexico, to reveal forest owners' perceptions to build infrastructure in their forest as part of their ecotourism project. It also discloses forest owners' underlying motives to use their forest for ecotourism. Ecotourism is perceived as a complementary activity to farming that would allow women to be involved in community development. Low impact infrastructure is desired due to forest owners' perception to preserve the forest for the overall community well-being.

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The incorporation of young farmers' perceptions about ecotourism is important for decision-making. This was an exploratory and descriptive research project aimed at understanding young farmers' views of a community-based ecotourism (CBE) project. Q methodology was used on a population of young adult farmers, of a small community in the state of Puebla. Three factors reflected their views: There was a group of people who wish to stay in Mexico to pursue the ecotourism project, but lack capabilities. A second group included young farmers who perceive ecotourism as a conservation project, but want to migrate to the United States. The third group was composed of people who envision ecotourism as a source of income for the community's women. The analysis elicited an important inquiry in relation to environmental inter-generation: what kind of development are future generations pursuing?

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Abstract:The use of native ornamental plants in urban landscapes and ornamental consumers' designs is one strategy to preserve biodiversity. Sprekelia formosissima (L.) Herb., known as Aztec lily (ALY), is one of the nearly 4000 species of native ornamental plants of Mexico. However, its domestic market is not yet developed and is virtually unknown. The objectives of this study were to: (1) compare consumers' and retailers' knowledge of ALY, and (2) to identify potential clusters of consumers and retailers based on their knowledge and preferences, such that marketing of the ALY could be best tailored to different market segments, leading to its sustainable commercialization. There were 464 interviews conducted in four nurseries in Mexico. Results showed only one consumer knew about the ALY; additionally, we found different behaviors in consumers and in retailers: those not interested in the ALY, but when they know it is Mexican they will acquire it; those interested no matter the ALY origin, and those who dislike the ALY because it is Mexican. Those answers suggest that improving consumers/retailers knowledge about this native flower could lead to a sustainable commercialization in Mexico, helping to ensure its conservation as well.