El producto turístico en los Pueblos Mágicos de México. Un análisis crítico de sus componentes

Resumen:Pueblos Mágicos es un programa que regionalmente diversifica la oferta turística de México. Este estudio realiza la caracterización del producto que ofrecen las localidades Pueblo Mágico, para evaluar si comprende los distintos niveles que técnicamente lo componen. La valoración de los atributos del producto turístico se ha realizado mediante una matriz y los resultados muestran la inexistencia o insuficiencia en algunos de sus componentes y la suficiencia o amplitud en otros. Ello puede favorecer el diseño de estrategias que contribuyan a mejorar la conformación del producto que se oferta al mercado y lograr un incremento en la competitividad de estos destinos.Abstract:Competitiveness currently plays an important role for the territories, because it shows that they have the capacity to generate growth and development through the efficient implementation of its main activities in different economic sectors. Tourism is not immune to this new environment and must also face the challenge of competitiveness in products and regions. Therefore, countries with destinations with potential for tourism development and wish, through him, to achieve economic growth, seek, within the design of national policies, establish those that effectively contribute to the creation, promotion and consolidation of destinations. Based on the above, to face international competition, tourist destinations must shape tourism products that offer tourists, not only to satisfy needs of different motivations, but also provide a different way of living travel, a different practice to focus their displacement. Tourism policies seek precisely to make use of resources, by developing innovative, diversified and differentiated products, for users who demand satisfy travel needs in unusual ways. One of the regional program instituted to boost tourism in areas with potential is called Magic Towns of Mexico, which, from its inception in 2001, has sought to support some populations, by offering tourist products differentiated and diversified, based on the use and optimization of existing tourism supply in them. It is of interest in this study investigate the characterization of the tourism product in these locations, in order to confirm whether such product comprises technically the different levels that compose it. The methodological design is not experimental type, since information was obtained through secondary sources about the components of the tourism product in the populations of the sample. The study presents a cross-sectional exploratory and descriptive design, since the information was inquired in a moment of research, to point out the relevant features of the tourism product in the Magic Towns. To analyze the information collected in the various consulted secondary sources, a database was prepared in the four levels of the components of the tourism product identified in the literature review (basic, auxiliary, increased and secondary) by structuring a matrix in which are confronted, on the one hand, the municipalities of the sample and on the other, the columns for the levels of the tourism product with the respective components and the type of tourism destination that is offered. Having been grouped values for the elements of each component in the four levels of the tourism product, we proceeded to analyze the data using descriptive statistics. The average was obtained on each level in order to identify and assess the degree of existence of their components in the tourism product of the sampled locations. The results show useful information to identify the absence or inadequacy in some components of the tourism product, and the sufficiency or amplitude in others. With regard to the basic level of the product, over 50% of the municipalities in the sample have sufficient existence of the elements of this component (attractions and activities). In the level of auxiliary products, almost 54% of the municipalities in the sample have sufficient facilities and just over a quarter of them have a wide availability of services to facilitate the tourists their stay in the tourist destination. Analysis results in the increased level of product show that 56.41% of the municipalities in the sample have sufficient infrastructure, equipment and accessibility to destination. In addition, 41% of the municipalities show that these elements are broadly in them. Finally, referring to the level of secondary products, almost 54% of municipalities have sufficient attributes that make a difference to face the competition. As for the analysis by region on assessed populations, observed in all regions, that the percentages of the populations of the sample were located in the proficient range or amplitude about shaping their tourism product. Regarding the types of tourism identified for each sample population, 20 municipalities focused on cultural tourism, based on components of the basic level, 11 locations oriented to nature tourism and 8 with profile to both types of tourism. Although in the localities analyzed exist a tourism product with the various components and proposed levels, not all have a product with the same category in the quality and quantity that in equality should present each of the populations with this appointment and considering that, for incorporation into the program, they have met the requirements requested. Every tourist that visits these places hopes to find a tourism product that meets their expectations and needs. Progress in the use of technology and globalization processes have awakened in people visiting a tourist destination the need to find a product in which the components thereof are well articulated and in sufficient existence. This can contribute to tourist destinations can get benefits such as competitiveness, profitability and sustainable development. In this study a methodology was developed to analyze the structure of the tourism product of registered locations in the Magic Towns Program Mexico, which is of universal application and it can be used to analyze and characterize the tourism product of any territory and thereby contributing to stakeholders in the management of it to take appropriate action to improve your product and ensure its competitiveness decisions.