Fonte: El Periplo Sustentable; Núm. 37 (2019): Número Treinta y siete; 334 - 355
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Resumo: Initiated in the early 2000s, the Mexican government´s Magic Towns program is a policy strategy that seeks to promote the diversification of the country´s traditional tourist attractions in order to afford greater opportunities for local development. Recently the national tourism authorities have begun a process of reevaluation of the program, so as to underscore not only the material but also the symbolic attributes of localities. This research studies the case of the Magic Town of Loreto, Baja California Sur, in and the results of the 2015 evaluation for the renovation of the tourist certificate. Departing from the configuration of a situational image of the operability of the program in a local environment and his implications in the perception of the tourist across strategies of analysis of macrodata (BigData), proposing the transition of a traditional model of development tourist of magic towns to one of smart destinations based on the maximization of the experience of tourist, that will increase the indexes of competitiveness of this localities.
