Fonte: El Periplo Sustentable; Núm. 45 (2023): Número cuarenta y cinco; 107 - 121
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Resumo: Tourist activity in Los Cabos, Baja California Sur, has been in constant growth and has reached, according to theory, a consolidation stage that represents a turning point where the upturn or stagnation of this destination will depend on the actions taken by the actors involved. The purpose of this article is to analyze the incidence of country Branding, governance and public policies in the tourism development of Los Cabos, through a qualitative methodology that consisted of semi-structured interviews with 9 people involved in industry. The results showed that the perceptionis that, although these factors have contributed to the development of the destination, the establishment of a more comprehensive brand rooted in the identity of the territory and a more effective and inclusive governance will be necessary to avoid the stagnation of Los Cabos as a tourist destination and promote a more sustainable tourism development.
