Ismael Manuel Rodríguez Herrera

La consolidación turística en los territorios que conforman el Programa Pueblos Mágicos (México). Un análisis de sus estrategias competitivas

This research seeks to identify the phase of the life cycle of towns included in the Magic Towns Program of Mexico, identifying those in the consolidation stage and documenting the competitive strategies that have enabled them to become established as part of the Magic Townbrand and distinguishing the areas with which these strategies are related. The methodology is based on the analysis of the diagnostic studies carried out by the Ministry of Federal Tourism for Magic Towns. This analysis first identifies the Competitiveness and Sustainability variables that provide information regarding the characteristics of each stage of the life cycle and, second, identifies competitive strategies carried out by the consolidated towns from the sections of conclusions, proposals and projects of the same diagnoses. The results reveal that of the sample towns, a small percentage is in consolidation, while the majority is in the development stage. Of the competitive strategies generated by the consolidated towns, most of them, in order of importance, are related to areas of Management, Support Resources and Resources and Essential Attractions. The development of strategies focused on key factors has influenced the maturity of these territories which seek to improve their competitiveness and positioning in the tourism sector and obtain a better quality of life for their residents.

Magic peoples programme – its localities in phase of involvement

ABSTRACT The central target of this investigation has been to identify localities in the involvement phase inside its life cycle like destinations Magic Town, pointing out the characteristics that they possess in this stage based on the model of the life cycle of Butler. The methodology was based on the analysis of the diagnoses elaborated by the Ministry of Tourism of Mexico for the Magic Villages, in which there were examined variables of competitiveness and sustainability, which provided information relating to the characteristics of the life cycle. The results reveal that localities in this involvement phase present characteristics together related to the inflow, the seasonal nature, types of attractions, the connectivity and the scarce rendering of tourist service.