Abstract

FERNANDEZ REPETTO, Francisco J.  and  GUEVARA ROSADO, Mariana. Local agents in the construction of the tourist image of the magical town of Izamal: Producers or reproducers?. LiminaR [online]. 2021, vol.19, n.2, pp.164-187.  Epub Sep 27, 2021. ISSN 2007-8900.  https://doi.org/10.29043/liminar.v19i2.848.

We find that in the construction of a tourist image of a destination, numerous agents (public and private) at different levels (local, national, global) intervene. These agents develop policies, discourses, and practices that they endeavor to coordinate without contradiction or conflict, so that the resulting tourist image is standardized and the messages transmitted are, therefore, uniform. In this article we analyze how local tour guides, i.e., those with minimal influence in developing a tourist image, understand and interpret their role either in support of or contradicting the tourist image of Izamal.

Keywords : tourism; tourist agents; local tourist promotion.