Resumo: This article is a study of several aspects related to the Eco-archaeological park of Xcaret, in the tourist region of the Mayan Riviera, Mexico. First of all, the ability to recycle and reconstruct the local environment for tourism. Second, the use of a cultural heritage as a thematic excuse. Third, the business model of Xcaret and the entrepreneurial collective around Xcaret that focuses on the values of sustainability and a comunication policy as strategies for tourist attraction.
