El Patrimonio Cultural: una apuesta para el turismo sostenible desde el marketing
Cultural Heritage: a commitment to sustainable tourism from a marketing perspective
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La importancia del patrimonio cultural resulta tanto de las iniciativas de emprendimiento de las comunidades que habitan el territorio como de la gestión interna del mismo donde se proyecta al turista que viene desde afuera, emergiendo aquí la relación entre patrimonio cultural, comunidad local y turista. Sin embargo, se requiere rescatar los distintos estudios investigativos que se han generado en los últimos años que permitan conocer las metodologías de recolección de información, los resultados obtenidos de las tendencias, enfoques, antecedentes, factores sociales y económicos en relación con el marketing, el patrimonio cultural en las localidades y el turismo, que se están estudiando en el mundo. Para realizar esta recolección de información, se utilizó la herramienta
web Tree Of Science a partir de una consulta en Web Of Science. Los resultados mostraron distintas implicaciones teóricas y empíricas en cuanto a las necesidades de los actores involucrados (comunidad local y turista), las estrategias en la promoción de espacios y tradiciones (productos) y el marco metodológico para abordar investigaciones en el área de patrimonio cultural, turismo y marketing. El estudio contribuyó además, a la creación de un diagnóstico de conocimiento actual de las tendencias, enfoques, factores de los resultados y las metodologías de estudios investigativos en las áreas de patrimonio cultural, turismo y marketing de distintas partes del mundo, además sirve como artículo de consulta para los investigadores interesados en las áreas anteriormente
mencionadas.
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