Objective:

To examine the different reasons that the inhabitants of Mitla have to participate in the programs Ruta Caminos del Mezcal (Mezcal Route) and Pueblos Mágicos (Magical Towns); to examine the social relations among the people involved in these projects in order to understand how the image of local cuisine is built for it to be commercialized for tourism.

Methodology:

A qualitative methodology was used. The category of motivations for social participation in the two tourism programs was analyzed via a case study. Semi-structured interviews, observations and ethnographic walks were carried out.

Results:

The general motivation for participating in these programs was identified as the improvement of the community’s economic development through cultural elements such as the local cuisine. Furthermore, each of the involved parties relates and appropriates the government’s discourse on touristic projects in their own way and according to their particular interests: cultural, social and commercial benefits, for example.

Limitations:

There were no measuring instruments for the participation of the inhabitants.

Conclusions:

Regional development is the main motivation for participating in the development of tourism activities. The informants claim that a wide range of tourist attractions such as the diversification of activities related to the local cuisine would increase the stay of tourists in the municipality and, thus, there would be more social and economic benefits for the entire community.