Community Tourism Strategic Planning—Convergent Model Proposal as Applied to a Municipality in Mexico

The planning of tourism activity in the global context has generally been short-term and without inclusion of local communities. This situation has affected the territorial identity and the use of tourist activity itself as a development strategy both globally and locally. In the search for balance, community tourism emerges as a link between economic activity and community participation in a context of changes and new challenges. The objective of this research project was to propose a model built from the theoretical review that shows the convergence between the variables of strategic planning and community tourism applicable to local contexts. The methodology applied focused on the inductive method, with a descriptive and propositional scope. Two types of data collection instruments were developed and applied: a semi-structured interview guide and a questionnaire. The exercise was carried out in a tourist municipality in Mexico and the results reflect the deterioration of territorial identity and social cohesion. Therefore, it is essential to promote the re-evaluation of natural, cultural, and historical resources. Likewise, it was concluded that the proposed model is a diagnostic tool and generator of strategies for community tourism