Análisis del Programa de Pueblos Mágicos como una política pública: una visión desde el desarrollo turístico en la ciudad de Zaruma

Abstract

In 2001, Mexico implemented the Magical Towns Program in order to promote those destinations with unique characteristics present within its territory, obtaining almost immediate success. Said program was implemented years later in the territory of Ecuador, in order to promote competitiveness and strengthen its tourism sector, thus achieving 21 destinations, among which is the city of Zaruma. However, the development obtained within the city from its nomination is not perceptible over the years. Therefore, in the present work the Pueblos Mágicos Program was analyzed as a public policy, evaluating its role in the tourist development of the city of Zaruma. For this, a mixed approach methodology, descriptive scope and cross section was used, with intentional sampling and simple random sampling, in addition to the use of tools such as: interviews, bibliographic review, surveys and cartography. Resulting in that, three years after its declaration, the actions of the program have been null, becoming a purely promotional strategy lacking an adequate management plan. For this reason, the collaboration of the Government together with the authorities of Zaruma is recommended for the approach of public policies and action strategies according to the needs of the territories. Keywords: magical town, public policy, tourism development, tourist destination, Zaruma