Resumo: The fundamental role of social organization in the sustainability of alternative tourism initiatives has been highlighted. Yaxunah, a rural community in Yucatan, faces great challenges due to the existence of a plurality of social groups linked to tourism. Knowing their internal organizational processes and the way they relate to each other, allowed the analysis of the social organization of tourism. Based on concepts of governance and community social capital, suggestions were made to improve the management of tourism activity.
