Patrimonio y Arquitectura en los imaginarios turísticos de la "Marca México"

Resumen

Tourism brands have gained prominence among the most commonly used strategies for tourism promotion in the last few decades. In theses brands configuration have a significant role the ideas or "imaginary" that society has of the sites advertised. Therefore, any tourism initiative with intention to prosper, to become recognizable and successful claim, must be based on what the holders of the brand and its recipients "think" of it. The present test summarizes a study on how one presents the architectural heritage in the tourist Brand of Mexico. The attention centres on the imaginary tourist ones of the heritage and, especially, on the Mexican declared Heritage of the Humanity for the UNESCO. The method of study has consisted of an analysis of depth of the contents and images of the institutional advertising of the tourist Brand of Mexico. The article ended with some references to the impact that the tourist valuation of the heritage has in the actual Mexican tourist architecture. The study's results show that, at least in the case of Mexico, exists a deeper relationship between the Tourists brands and how the society understand and manage the heritage of what we had hoped to find at the beginning of this research.