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The environmental awareness process that begun in the 1970's led to the inclusion of environmental protection goals in administration. Concepts such as that of deep ecology grew to be better understood; new businesses, such as ecotourism, sprang up. In this context, a brazilian ecotourism firm, & aventuras was founded and became a pioneer in the Diamantina, important ecological tourist center. Its founders have always been careful to respect the environment and to include the local community, mainly composed of poor ex-prospectors. They have developed actions that have led to a partnership, benefiting all those involved, contributing to the preservation of the Chapada ecosystems. The aim of this paper is to describe and analyze the firm's experience, showing the difficulties encountered and solutions adopted. Current analysis shows that Venturas underwent a learning and transformation process in which it adhered to various principles contained in the deep ecology concept. [ABSTRACT FROM AUTHOR]