National Heritage as a Resource for Tourism Marketing

  • Aline Rebeca Silva Medina
  • Roberto Galán Galán
  • Consuelo Guadalupe Blancarte Godinez
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


Mexico is the sixth country worldwide with more wealth assets with 35 recognized ones as world heritage which wakes up the interest of the world to know the national culture, this serves as motivation for the industry of the tourism marketing and the adoption of the national wealth as a resource for this one. In Mexico the touristic industry has begun to develop this type of marketing, without granting the due importance to the national wealth, besides the fact of which in December, 2018 the government report the disappearance of the Council of Tourist Promotion of Mexico (CPTM), institution that one was entrusting of the diffusion of the country as tourist destination worldwide, the department of marketing of the Council had as mission develop new tourist options in Mexico to increase both national and international demand. For previous, this research investigates in the relation among the national heritage and the tourist marketing and like this one it is possible to transform in a resource for the above-mentioned industry; in order to generate a suitable offer for the utilization of the heritage, the study arises from the question: what requirements do exist in order that the national wealth could turn into a resource for the tourist marketing? Equally there takes form the aim of the present investigation, later, one presents the frame of reference defining to the heritage and their classifications, beside conceptualizing the marketing and the marketing elements. In the paragraph relating to the methodology, it is found that the design of investigation of this work is of Investigation-action, due to the search of the improvement of the processes and actions, as well as the direct involvement of the investigators and the raising of information that was carried out by means of semi-structured interviews. Later to the obtained results, an offer is generated on what shares they must be carried out in order that the national wealth is a resource for tourism marketing.


Heritage Tourism marketing Marketing resource 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Aline Rebeca Silva Medina
    • 1
  • Roberto Galán Galán
    • 2
  • Consuelo Guadalupe Blancarte Godinez
    • 1
  1. 1.EST, Instituto Politécnico NacionalMexico CityMexico
  2. 2.CECyT M.O.M., Instituto Politécnico NacionalMexico CityMexico

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