SOCIAL CAPITAL AND CREATIVE TOURISM ECOSYSTEM IN MAZATLAN

Abstract

Tourism in postmodernity is characterized by a participatory visitor who becomes a producer of his or her creative experiences based on the culture of the destination. In this situation, the knowledge and relationships of tourism and creative actors are used to channel a differentiated offer. The objective is to explore the creative ecosystem from the social capital of Mazatlan, Sinaloa, Mexico. The non-experimental mixed approach will be applied. Social capital has a significant value in cooperation and trust, while in the management of knowledge it is moderately significant. In addition to the destination there is a tangible and intangible heritage that attracts other forms of tourism. There is a creative tourism ecosystem that is reslient due to the historical essence in which music, carnivals and gastronomy interact.