Sustainable cultural and heritage tourism in regional development of Southern Jalisco
| Published date | 01 February 2012 |
| Pages | 146-161 |
| Date | 01 February 2012 |
| DOI | https://doi.org/10.1108/20425961211247752 |
| Author | José G. Vargas‐Hernández |
| Subject Matter | Public policy & environmental management |
Sustainable cultural and heritage
tourism in regional development
of Southern Jalisco
Jose
´G. Vargas-Herna
´ndez
Department of Administration, University Center for Economic and Managerial
Sciences, Universidad de Guadalajara, Jalisco, Me
´xico
Abstract
Purpose – The purpose of this paper is to propose a normative model to determine the potential of
cultural tourism in the municipalities that comprise the region 6 of the State of Jalisco, territorially
delimited in the South of Jalisco.
Design/methodology/approach – After reviewing the literature, a normative model is proposed to
conduct an analysis of cultural tourism to discuss and establish the potential target market in the
Southern region of Jalisco.
Findings – The use of a nor mative analysis approach is a valuable framework to design tools for
planning and operation of sustainable cultural and heritage tourism. The normative model proves to
be useful for development strategies.
Research limitations/implications – The limitations are derived basically from the availability of
data in a region where there has not been any previous systematic strategy to develop sustainable
cultural and heritage tourism.
Practical implications – The research provides the planning premises of the economic regional
development strategies centered on the available resources and capabilities to exploit a sustainable
cultural and heritage tourism. It has positive impacts on developing infrastructure, creating
opportunities to attract foreign investors and funding agencies, designing and implementing
marketing and promotional strategies and offering diversified products and services in the cultural
tourism market.
Social implications – The research has social-spatial implications on development of
entrepreneurial skills of the community, creating employment and improving better standards
of life for the people.
Originality/value – There has not been any previous research contributing to increasing the regional
economic development of Southern Jalisco. The paper provides a valuable framework and tools fo r
regional economic development.
Keywords Mexico, Regional development, Tourism development, Regional marketing,
Tourism companies, Southern Jalisco, Cultural tourism
Paper type Case study
1. Introduction
There is an increasing awareness of culture, arts, festivals, heritage sites natural and
cultural and folklore. Cultural diversity is the base of cultural and heritage tou rism.
Cultural tourism has been at the center of the tourism industry in Europe and now
other countries are approaching to develop their own activities (Nzama et al., 2005).
Cultural tourism is a tourism product by itself and can have high contributions
to regional economic development. Development implies the design, marketing and
promotion of new cultural and heritage tourism products and activities while creating
a safe and user-friendly atmosphere for visitors and local communities.
Despite that the southern region of the State of Jalisco in Me
´xico is considered one of
the most culturally rich in manifestations and expressions in Latin Americ an
literature, painting, etc., cultural tourism is almost non-existent. Local communities
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World Journal of Entrepreneurship,
Management and Sustainable
Development
Vol. 8 No. 2/3, 2012
pp. 146-161
rEmeraldGroup PublishingLimited
2042-5961
DOI 10.1108/20425961211247752
146
WJEMSD
8,2/3
tend not to be actively interested in cultural tourism-related issues and do not
understand what the benefits could be. Besides, there exists a lack of reliable data on
cultural tourism for the southern region of J alisco.
Cultural tourism is neither common nor universal. Cultural tourism may not be
considered as part of the core interests of an organization, government or community,
but they appreciate and understand the consequences and possibilities of tourism
( Jamieson, 1998). There is also scarce data and information on practice of cultural
tourism activities. Social dynamic changes occurring in the souther n region of Jalisco,
make difficult to obtain useful information to be a reliable input for the design,
implementation and effectiveness of cultural tourism policies.
The objective of this study is to address the lack of cultural tourism activities and
infrastructure on the southern region of Jalisco. An aim of this explo ratory study is to
collect inputs on whether the southern region of Jalisco can be transformed into a
cultural tourism destination. The concept of cultural tourism can be formulated after
understanding the cultural activities offered by a community and considered as an
asset to the regional economic development. Cultural tourism is an option to create
employment, to improve the quality of life and poverty eradication initiatives.
As a marketing strategy, cultural tourism is one of the latest buzzwords to attract
visitors to cultural sites. Cultural tourism destinations offering cultural products and
services linked by geography, townships, folklore, history,celebrations, art experiences
and performance, can be marketed to local and foreign visitors. Cultural tourism
in the southern region of Jalisco can offer potential benefits to regional economic
development and to visitors as well, because it has the resources. An integrated
approach involving all stakeholders must be inclusive and participative to ensu re
sustainable, holistic and efficient cultural tourism ventures.
The term of cultural tourism is heavily influenced by professional approaches to be
referred more as a concept than as a particular set of objects, articles o r products.
The World Tourism Organization (WTO) defines tourism as comprising the activities
of persons traveling to and staying in places outside their usual environment for not
more than one consecutive year for leisure, business and other purposes (WTO, 2000,
p. 4). Cultural tourism is defined as the movements of persons for essentially cultural
motivations, which includes study tours, performing arts, cultu ral tours, travel to
festivals, visits to historic sites and monuments, folklore a pilg rimages (WTO, 1985).
The concept of cultural tourism encompasses a wide range of views embracing a
full range of human expressions and manifestations that visitors undertake to
experience the heritages, arts, lifestyles, etc. from people living in cultural destinations.
Heritage tourism is usually considered to be cultural tourism. Heritage tourism: refers
to tourists visiting places of traditional, historical and cultural significance with the
aim of learning, paying respect to recreational purposes (Nzama et al., 2005).
The term cultural tourism encompasses historical sites, arts and craft fairs and
festivals, museums of all kinds, the performing arts and the visual arts and other
heritage sites which tourists enjoy to visit in pursuit of cultural experiences
(Tighe, 1985). Heritage tourism as a synonymous of cultural tourism, is an experiential
tourism related to visiting preferred landscape, historic sites, buildings or monuments
and seeking an encounter, involvement and stimulation with nature or feeling part of
the history of a plac e (Hall and Zeppel, 1990).
A cultural tourist is a person who stays more than 40 kilometers away from home
for at least one night and has attended a cultural venue, which will include visiting an
art gallery, museum, library, music concert, opera and a cinema (Australian Bureau of
147
Cultural and
heritage tourism
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