Study of the magical towns in Mexico: The case of the municipality of Chignahuapan, Puebla

Problem: In Mexico, the denomination of towns took place in order to strength the local communities and in with the attention of improving the competitiveness of some companies, including their working conditions and rights for their human resources as well as the quality of the community life itself. However, as the years go by, there has not been such improvement. Objectives: To study the town of Chignahuapan and its municipality from a socio-economic and cultural perspective of its tourism in order to contribute with some proposals to strengthen the community opportunities. Methods: This is quantitative research, since four types of surveys were applied, as well as documentary research, which converged for the construction of the conceptual framework. Findings/Results: The main results found by the municipal government indicate that, because of its town name, the community of Chignahuapan gets to receive some additional resources and benefits. Respecting the visitors, it was found that a hundred per cent of these are actually Mexican people and the rates they gave to the community services mentioned before are just not the best. In the other hand though, the local citizens consider that the denomination of town has not significantly increased the tourist inflow and neither has it decreased the town’s traditional productive activities. Discussion: According to the multiple results explored in the present research, it was found that most citizens consider that tourism has indeed contributed to the growth of employment which has as well improved the community economy although this contribution is temporary, therefore it has not improved the quality of the community’s life. Conclusions: There is indeed a need for the community to be seen and recognized with a greater visibility so that they can increase the tourist influx in an effort to contribute and improve the quality of the way they live in such an important place. Contribution/Originality: This contribution is considered original research, since there is not any other research with the characteristics presented here regarding the implications of the name of magical town which is a touristic brand for the Chignahuapan community.