Objective:

analyzing the Zacualpan de Amilpas’ (Mexico) community perception regarding tourism and its heritage, in order to identify the impacts on the economic, ecological and sociocultural dimensions. As a result of the investigation, the politic dimension was added.

Methodology:

qualitative research was carried out in two stages. The first are interviews and participant observation, and the second using remote ethnography through interviews. The analysis was executed from the theory of social representations.

Results:

interest in tourism as an alternative for development is confirmed due to its economic benefits; in addition, the need to care for heritage resources was detected.

Limitations:

it is necessary to combine other information gathering techniques.

Value:

functions of social representations were identified: understanding the community's perception of tourism, the importance of cultural identity, and the behavior and practices towards tourism.

Conclusions:

two types of social representations were presented, hegemonic (economic importance) and emancipated (interest in the protection of resources.