SOLIDARITY TOURISM IN TOURISM PROMOTION IN MEXICO: AN ALTERNATIVE FOR SOCIAL COHESION

ABSTRACT:

This article is derived from research that focused on the analysis of tourism promotion proposed by the Federal Government in Mexico. It aims to show the prevailing economic nature of tourism promotion, and to highlight the emergence of solidarity tourism as an alternative to project this activity in the country, with specific relevance for local sustainable development, which includes socio-cultural and environmental aspects in tourism promotion. Through a review of the scientific literature, an economist approach to tourism promotion manifests itself in its institutionalization, in contrast to a sustainable proposal that responds to a broader and necessary reality in tourism promotion. One of the main conclusions is the growing concern of society, civil associations, public and private companies and educational institutions with recognizing tourism as a tool for social inclusion. The results show that the current tourism promotion on the internet lacks the solidary vision that seeks to disseminate, among the various tourism actors, the challenge that local development presents, and the values required make it viable.

KEYWORDS:
promotion; Solidarity tourism; Social cohesion