Tequila tourism as a factor of development: a strategic vision in Mexico

Purpose – The main objective of the paper is to establish that Tequila Tourism can be a tool in the economic development of the Jalisco region, linking the product, tequila, the agave landscape, and the fact that the tourist route can be a sign of identity for this tourist market. Design – The need to achieve sustainable rural development, taking into account respect for the environment, along with the creation of wealth and jobs, is would involve both public administrations and companies through the promotion of complementary activities in this rural region; thus, this paper advocates the consolidation of the Tequila Route. Methodology – The proposed methodology develops a theoretical contextualization of the subject of this study –Tequila Tourism – using a Delphi approach with a panel of experts, leading to a SWOT analysis. Approach – This study has been developed using the interpretative approach Expert opinion has shed light on the strengths and weaknesses of the Tequila Route as endogenous factors for progress in these rural areas. Finding – This research has established that the enhancement of tequila as a product shows great potential for the development of new tourism practices such as gastronomic tourism. Originality of research – The originality is found in the analysis of the economic potential of introducing Tequila tourism routes in the region of Jalisco, Mexico and providing guidance and ideas for further improvements and research into this important sector of tourism.