THE RELATIONSHIP BETWEEN TERRITORIAL BRAND AND LOCAL DEVELOPMENT: CASE STUDY OF A MATLATZINCA COMMUNITY IN THE MEXICAN CENTRAL PLATEAU

Main Article Content

H. Thomé-Ortiz

Keywords

Rural Tourism, Territorial Identity, Brand, Rural Development, Matlatzincas.

Abstract

This paper analyzes the participatory process of conformation of a territorial brand in a community of Central Mexican Plateau. Territorial brand strategies, based on communication, play a fundamental role in the processes of productive diversification of rural space. Through a literature review and a participatory approach, the process of constructing a territorial brand within a broader rural development strategy is shown. It is concluded that the territorial brand is an indispensable requirement for the development of rural tourism.

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