Territorial Mythogenesis and Economies of Desire: The Contemporary Origin of the Elf Phenomenon in Baños de Agua Santa, Ecuador (2013–2026)

This study analyzes the contemporary emergence of elf-like figures in Baños de Agua Santa, Ecuador, through an interdisciplinary framework that integrates symbolic anthropology, sociology of the imaginary, and behavioral economics. The contemporary presence of elves in Baños de Agua Santa does not originate from an established local ancestral tradition, but from a process of territorial mythogenesis initiated in 2013. The research examines how this symbolic system was introduced, materialized, replicated, and amplified through tourism and digital platforms, transforming the elf into a central cultural and economic icon of the city. The concept of territorial mythogenesis is proposed as a framework to understand how symbolic identities can be constructed in real time within a specific geographic context. This case contributes to broader discussions on contemporary folklore, symbolic economies, and the role of digital ecosystems in shaping belief systems.