As tourism expands across the globe, tourists seek “undeveloped” areas to explore. This influx of visitors has lasting impacts on the natural environment and the socio-economic structures of host communities. Ecotourism has the potential to positively implement tourism that values the natural environment and its’ people. I argue that ecotourism initiatives led by outside agents prioritize natural environment over the indigenous peoples who have lived on the lands for centuries. Indigenous-led tourism inherently is ecotourism, and in Aymara culture ties to Pachamama and their way of live are more sustainable than green tourists traveling to their communities. This thesis draws on the recognized need for local communities to lead tourism initiatives, and examines the difference in outside involvement. An analysis of Isla de la Luna (Coati) and Isla del Sol (Challapampa) in Lake Titicaca, I argue that autonomy and respect of the Aymara people and their cultures should be prioritized as the tourism industry develops in Bolivia. Safeguarding against reproducing and increasing class divisions amongst community members is necessary to preserving sustainable cultural and communal relationships.

Face aux questions émergentes relatives aux ethnies minoritaires dans les régions montagneuses du nord-ouest du Vietnam, la tendance actuelle est d'implanter le tourisme dans la communauté en le considérant comme un outil de développement local. Au-delà des approches théoriques, l'analyse des multiples projets mis en œuvre dans le cadre du tourisme "communautaire" montre que les effets négatifs sont nombreux, nuisibles souvent à la culture, à l'environnement, à la société. Dans un contexte de fort développement du tourisme communautaire au Vietnam, la thèse s'efforce d'ouvrir quelques propositions adaptées aux ethnies minoritaires en montagne du Vietnam, autour du concept d'écotourisme attaché à la communauté (l'EAC). En déterminant certaines causes de dysfonctionnement, préjudiciables à une mise en tourisme durable, la thèse propose un modèle de gestion de l'EAC adapté aux communautés des thaïs aux villages de Phu Mau 1 et 2 de la commune de Chieng Yen en province Son La. / Dealing with many difficult problems of the ethnic minority groups in the Nothwest mountainous areas of Vietnam, the local and the central governments tend to adapt tourism as a way to develop economics. Although there are many theorical, scientific studies and practical projects, but the so-called community-based tourism has still been causing the great harms to the culture, society and environment of the local communities. In the context of tourism development in the ethnic minority groups of Vietnam, the purpose of this thesis is to identify a type of tourism, which could be suitable adaptation to the conditions of those groups. That type of tourism is a community-based ecotourism. After finding out the causes of unsustainable development, this thesis proposes a model of controlling community-based ecotourism that is sutainable for Thai community in Phu Mau, a popular ethnic group in the Northwest of Vietnam.

Made available in DSpace on 2017-07-21T18:13:39Z (GMT). No. of bitstreams: 1 elementos pre-textuais.pdf: 251277 bytes, checksum: 7822e4109282175dcae7e303ce8d8440 (MD5) Previous issue date: 2010-11-01 / In the early 1980 the alternative tourism begins to gain strength in Brazilian market. This activity shows problems caused by mass tourism that explore fragile environment in an unthinking way putting the customs and habits of the local communities under threat as well as the local flora and fauna. In Paraná State there is a great potential to develop this kind of tourism activity in traditional communities. These communities are named faxinais, where is developed a community production with a joint area to raise animals in an environment of Araucária Forest and private areas to plant. Nowadays there are about 44 faxinal areas in Center –South of the State, 07 of them are located in Prudentópolis. For this reason the purpose of this research is to evaluate the touristic potential in faxinal communities of this borough. There are already areas around the faxinais exploring ecological tourism (visit to the waterfalls) and also the adventure tourism (rapel, trekking). Through Community Tourism, a tourist segmentation that fits in the alternative tourism and above all prioritizes the local community well-being, respecting their limits and desires and allowing that local people carry out the tourism management. So the intention of this study is the inclusion of the faxinal areas in this system. For this two complex of touristic narratives have been identified: ethnic(typical food, costumes, traditions, songs, dance, religion, everyday work) and the economic and technological history( subsistence agriculture, wood and erva-mate extraction, tropeirismo, pig rising and tobacco agribusiness). It is believed that this segmentation can mean an economical improvement for these communities and also the preservation of their cultural environment. / A partir de meados da década de 1980, começa a ganhar força no mercado brasileiro o turismo alternativo, atividade esta que traz a tona problemas causados pelo turismo de massa, que usa de maneira impensada ambientes frágeis, colocando em risco hábitos e costumes de comunidades e também impactos negativos à fauna e flora. No Paraná existe grande potencial para se desenvolver esta modalidade de turismo em comunidades tradicionais. Trata-se das comunidades de faxinais. Estas comunidades desenvolvem um modo de produção comunitário, com áreas de uso comum para criação de animais em ambiente de Floresta com Araucária, além de áreas particulares para plantar. Atualmente, existem cerca de 44 comunidades de faxinais na região Centro-Sul do estado, 07 destas localizadas no Município de Prudentópolis. Desta forma, o objetivo desta pesquisa é avaliar o potencial turístico das comunidades de faxinais neste município. A grande maioria dos faxinais de Prudentópolis possui em seu entorno áreas utilizadas para a prática do turismo ecológico (visitação a cachoeiras) e também a prática do turismo de aventura (rapel, treeking). O que se busca com este estudo é a inclusão dos faxinais neste sistema por meio do Turismo Comunitário, uma segmentação turística que se encaixa no turismo alternativo e sobretudo prioriza o bem estar da comunidade local, respeitando seus limites e desejos e permitindo que os residentes realizem a gestão do turismo. Para tanto, dois complexos de narrativas turísticas foram identificados: a etnicidade (comidas típicas, costumes, tradições, canções, danças, religiosidade, cotidiano de trabalho) e a história econômica e tecnológica (agricultura de subsistência, extrativismo da madeira e da erva mate, tropeirismo, criação de porcos, agroindústria de fumo). Acredita-se que esta segmentação do turismo pode significar uma recontextualização econômica para estas comunidades, além de poder conservar suas paisagens culturais e reforçar suas características comunitárias.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / O Parque Nacional do Itatiaia, fundado em 1937, é o primeiro Parque Nacional do Brasil e apresenta dois planos distintos em seus espaços Parte Alta e Parte Baixa compreendendo municípios dos estados do Rio de Janeiro e Minas Gerais. O estudo do conflito socioambiental existente no Parque Nacional do Itatiaia (PNI) foi realizado, nesta tese, a partir do processo de ampliação territorial ocorrido nesta Unidade de Conservação, em 1982, que incorporou pequenas propriedades particulares ao território da Parte Alta do PNI sem que o Estado efetivasse as indenizações e as desapropriações territoriais preconizadas pela legislação ambiental brasileira para unidades de conservação de proteção integral (SNUC Lei Federal n. 9.985/2000). A caracterização do PNI foi feita levando-se em consideração as correntes ambientalistas que fundamentaram a criação de áreas protegidas desde o surgimento da primeira unidade de conservação nos Estados Unidos da América, no séc. XIX. As assimetrias identificadas nas relações de poder estabelecidas pelos atores sociais envolvidos na questão fundiária do PNI foram destacadas com base nas contribuições do campo da ecologia política. Nessa perspectiva, o estudo caracterizou a relação das comunidades tradicionais com o meio ambiente e as práticas socioambientais dela decorrentes e identificou alternativas de sustentabilidade socioambiental para enfrentamento dos conflitos fundiários existentes no PNI. A possibilidade de desenvolvimento de práticas produtivas alternativas à agropecuária, como o turismo de base comunitária, por exemplo, que permite a inclusão das famílias residentes no território do PNI até que se conclua o processo de regularização fundiária e a sua consolidação territorial, foi ressaltada com vistas a apontar a construção de um arranjo institucional como estratégia de compatibilização de dois direitos fundamentais garantidos pela Constituição Federal de 1988 (CF/88): o direito ao meio ambiente equilibrado e o direito cultural. Nesse parque, a atividade turística manifesta-se como uma das alternativas viáveis para o enfrentamento dos conflitos sobre a ocupação fundiária, tendo em vista que políticas públicas de turismo têm concebido ações de geração de trabalho e renda, de inclusão social e de sustentabilidade econômica e ambiental. A adoção da metodologia de pesquisa qualitativa, com base na técnica de observação participante, permitiu a imersão do pesquisador na problemática vivenciada por comunidades tradicionais que vivem em UCs e possibilitou a obtenção de dados singulares que auxiliaram na interpretação dos resultados. A partir das análises empreendidas com base no trabalho de campo e nas entrevistas, esta tese reforça a importância da celebração de um arranjo institucional entre o Estado brasileiro, por meio do órgão ambiental, e as famílias residentes nas comunidades da Serra Negra e da Vargem Grande, dentro dos limites territoriais do PNI, como forma de se criar uma alternativa sustentável aos impasses vivenciados pelo Estado brasileiro frente às reivindicações de grupos sociais envolvidos em conflitos socioambientais, não só no PNI, mas em diversas Unidades de Conservação do Brasil. / The Itatiaia National Park, founded in 1937, is the first Brazilian park, and features two distinct plans within its premises the High Part and the Low Part including municipalities from the states of Rio de Janeiro and Minas Gerais. In this thesis, the study of the social-environmental conflict existing in the Itatiaia National Park (PNI) was based on the process of territorial enlargement occurred in that Conservation Unit in 1982. Such an expansion incorporated small private properties to the park High Part without the necessary indemnifications and expropriations advocated by the Brazilian environmental law for Full-protection Conservation Units (SNUC Federal law no. 9985/2000). The PNI classification was done according to environmental trends that led to the creation of protected areas since the first conservation unit was created in the United States of America in the nineteenth century. The asymmetries identified in the power relationships established by the social players involved in the PNI agrarian subject were highlighted as to the contributions of political ecology. Under this perspective, the study characterised the relation between the traditional communities and the environment, and the socialenvironmental practices arising from it, and identified social-environmental sustainment alternatives to face the agrarian conflicts occurring in the PNI. The possibility of development of alternative production practices to agriculture and cattleraising, as well as community base tourism, for instance, which allows the inclusion of families residing in the PNI territory until the agrarian regulatory process and its territorial consolidation comes to an end, was pointed out so as to suggest the making of an institutional agreement as a compatibility strategy of two rights entitled by 1988 Federal Constitution: the right to the balanced environment and the cultural right. In this park, the tourism activity manifests itself as one of the feasible alternatives to face land occupation conflicts, bearing in mind that tourism public policies have conceived actions in order to generate work, income, social inclusion and environmental and economical sustainment. The adoption of a qualitative research methodology focused on an active observation technique allowed the researcher to immerge into the problems experienced by traditional communities that live in Conservation Units, and also permitted the obtainment of relevant data that has aided in the evaluation of results. From such analyses based on field work and interviews, this thesis reinforces the importance of making an institutional agreement between the Brazilian state, by means of its environmental agencies, and the families dwelling in the Serra Negra and Vargem Grande communities within the territorial borders of the Itatiaia Park, as a way to create a sustainable alternative to deadlocks experienced by the Brazilian state regarding the claims proposed by social groups involved in social-environmental conflicts, not only in the PNI, but also in several Conservation Units throughout Brazil.

A partir d’une enquête ethnographique multisituée menée dans plusieurs communautés quichua, shuar et achuar d’Amazonie équatorienne et auprès d’acteurs extérieurs (institutions gouvernementales, ONG, agences de voyage, etc.), cette thèse interroge les dynamiques culturelles et identitaires à l’œuvre dans les projets de tourisme communautaire. En prenant en compte le contexte de « glocalisation » dans lequel le tourisme opère, elle cherche à appréhender les enjeux qui s’articulent autour de cette activité, en tentant d’en saisir les contours, d’évaluer les stratégies mises en place et d’analyser le rôle des différents acteurs dans ce processus. Elle s’intéresse également à la manière dont l’identité culturelle et les performances touristiques sont mises en scène et interroge les effets du processus de touristification sur les constructions identitaires. / From a multi-sited ethnography conducted in several kichwa, shuar and achuar Amazonian Ecuadorian communities and external stakeholders (government institutions, NGOs, travel agencies, etc.), this thesis examines the cultural and identity dynamics at work in community tourism projects. Considering the context of "glocalization" in which tourism operates, it seeks to understand the issues that revolve around this activity, trying to grasp the contours, evaluate strategies in place and analyse the role of different stakeholders in this process. It also examines how cultural identity and tourist performances are staged, and questions the effects of touristification process on identity constructions.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / O Parque Nacional do Itatiaia, fundado em 1937, é o primeiro Parque Nacional do Brasil e apresenta dois planos distintos em seus espaços Parte Alta e Parte Baixa compreendendo municípios dos estados do Rio de Janeiro e Minas Gerais. O estudo do conflito socioambiental existente no Parque Nacional do Itatiaia (PNI) foi realizado, nesta tese, a partir do processo de ampliação territorial ocorrido nesta Unidade de Conservação, em 1982, que incorporou pequenas propriedades particulares ao território da Parte Alta do PNI sem que o Estado efetivasse as indenizações e as desapropriações territoriais preconizadas pela legislação ambiental brasileira para unidades de conservação de proteção integral (SNUC Lei Federal n. 9.985/2000). A caracterização do PNI foi feita levando-se em consideração as correntes ambientalistas que fundamentaram a criação de áreas protegidas desde o surgimento da primeira unidade de conservação nos Estados Unidos da América, no séc. XIX. As assimetrias identificadas nas relações de poder estabelecidas pelos atores sociais envolvidos na questão fundiária do PNI foram destacadas com base nas contribuições do campo da ecologia política. Nessa perspectiva, o estudo caracterizou a relação das comunidades tradicionais com o meio ambiente e as práticas socioambientais dela decorrentes e identificou alternativas de sustentabilidade socioambiental para enfrentamento dos conflitos fundiários existentes no PNI. A possibilidade de desenvolvimento de práticas produtivas alternativas à agropecuária, como o turismo de base comunitária, por exemplo, que permite a inclusão das famílias residentes no território do PNI até que se conclua o processo de regularização fundiária e a sua consolidação territorial, foi ressaltada com vistas a apontar a construção de um arranjo institucional como estratégia de compatibilização de dois direitos fundamentais garantidos pela Constituição Federal de 1988 (CF/88): o direito ao meio ambiente equilibrado e o direito cultural. Nesse parque, a atividade turística manifesta-se como uma das alternativas viáveis para o enfrentamento dos conflitos sobre a ocupação fundiária, tendo em vista que políticas públicas de turismo têm concebido ações de geração de trabalho e renda, de inclusão social e de sustentabilidade econômica e ambiental. A adoção da metodologia de pesquisa qualitativa, com base na técnica de observação participante, permitiu a imersão do pesquisador na problemática vivenciada por comunidades tradicionais que vivem em UCs e possibilitou a obtenção de dados singulares que auxiliaram na interpretação dos resultados. A partir das análises empreendidas com base no trabalho de campo e nas entrevistas, esta tese reforça a importância da celebração de um arranjo institucional entre o Estado brasileiro, por meio do órgão ambiental, e as famílias residentes nas comunidades da Serra Negra e da Vargem Grande, dentro dos limites territoriais do PNI, como forma de se criar uma alternativa sustentável aos impasses vivenciados pelo Estado brasileiro frente às reivindicações de grupos sociais envolvidos em conflitos socioambientais, não só no PNI, mas em diversas Unidades de Conservação do Brasil. / The Itatiaia National Park, founded in 1937, is the first Brazilian park, and features two distinct plans within its premises the High Part and the Low Part including municipalities from the states of Rio de Janeiro and Minas Gerais. In this thesis, the study of the social-environmental conflict existing in the Itatiaia National Park (PNI) was based on the process of territorial enlargement occurred in that Conservation Unit in 1982. Such an expansion incorporated small private properties to the park High Part without the necessary indemnifications and expropriations advocated by the Brazilian environmental law for Full-protection Conservation Units (SNUC Federal law no. 9985/2000). The PNI classification was done according to environmental trends that led to the creation of protected areas since the first conservation unit was created in the United States of America in the nineteenth century. The asymmetries identified in the power relationships established by the social players involved in the PNI agrarian subject were highlighted as to the contributions of political ecology. Under this perspective, the study characterised the relation between the traditional communities and the environment, and the socialenvironmental practices arising from it, and identified social-environmental sustainment alternatives to face the agrarian conflicts occurring in the PNI. The possibility of development of alternative production practices to agriculture and cattleraising, as well as community base tourism, for instance, which allows the inclusion of families residing in the PNI territory until the agrarian regulatory process and its territorial consolidation comes to an end, was pointed out so as to suggest the making of an institutional agreement as a compatibility strategy of two rights entitled by 1988 Federal Constitution: the right to the balanced environment and the cultural right. In this park, the tourism activity manifests itself as one of the feasible alternatives to face land occupation conflicts, bearing in mind that tourism public policies have conceived actions in order to generate work, income, social inclusion and environmental and economical sustainment. The adoption of a qualitative research methodology focused on an active observation technique allowed the researcher to immerge into the problems experienced by traditional communities that live in Conservation Units, and also permitted the obtainment of relevant data that has aided in the evaluation of results. From such analyses based on field work and interviews, this thesis reinforces the importance of making an institutional agreement between the Brazilian state, by means of its environmental agencies, and the families dwelling in the Serra Negra and Vargem Grande communities within the territorial borders of the Itatiaia Park, as a way to create a sustainable alternative to deadlocks experienced by the Brazilian state regarding the claims proposed by social groups involved in social-environmental conflicts, not only in the PNI, but also in several Conservation Units throughout Brazil.

A comunidade quilombola do Remanso, localizada no interior da Bahia, Chapada Diamantina, tem passado por intensas transformações desde fins dos anos 1990. Os processos de urbanização se intensificaram com a inserção do quilombo nos roteiros de ecoturismo comercializados pelas agências da região. Além do turismo, a inauguração da escola e a chegada da energia elétrica são percebidas pelos moradores como elementos que transformaram as formas de vida tradicionalmente estabelecidas na comunidade trazendo desequilíbrios em relação à coesão social do grupo; dificultando a transmissão das práticas culturais aos mais jovens; propondo novas formas de sociabilidade e necessidades de consumo. Há, pelo menos, quinze anos, o Ponto de Cultura Grãos de Luz e Griô também tem atuado no Remanso fomentando práticas pedagógicas e de economia comunitária, visando valorizar a cultura e os saberes locais e gerar renda a partir dessa integração. Nossa pesquisa investigou em que medida essas alterações afetaram os moradores do Remanso que estiveram diretamente envolvidos nas ações propostas pelo Ponto de Cultura. Analisamos as transformações do vivido a partir de duas bases documentais: fontes escritas e entrevistas realizadas com nove membros do quilombo e dois integrantes do Ponto de Cultura Grãos de Luz e Griô. O trabalho com as fontes orais foi desenvolvido a partir da perspectiva teórico-metodológica da História Oral. Além das fontes citadas, um conjunto de observações analíticas registradas no diário de campo, segundo a perspectiva da etnografia, foi incorporada ao texto, fruto das pesquisas de campo desenvolvidas entre janeiro de 2013 e outubro de 2014. / The Remanso Quilombo Community, located in the countryside of Bahia, Chapada Diamantina, has gone through many intense transformations since the late 1990´s. The urbanization processes in this area has been intensified by the insertion of this Quilombo in the ecotourism routes commercialized by the travel agencies from this region. Besides the tourism, the inauguration of the school and the electricity energy supply implemented in this area have affected its people´s lives whom has changed their previous established lifestyle which was more stable and balanced in what concerns to their particular social environment and behavior as a specific group. These changes also hampered the transmission of cultural practices from the older to the youngest citizens; proposing new ways of socialization and consume needs. For more than fifteen years, The Ponto de Cultura Grãos de Luz e Griô has been acting in the Remanso fomenting pedagogical practices and communitarian economy teachings, in order to value the culture, popular knowledge and generate new incomes from this integration process. Identifying these changes and how they have affected the dwellers from Remanso was part of this current work. We analyzed the transformations founded on two main document data basis: written sources and by interviewing nine Quilombo member and two Ponto de Cultura Grãos de Luz e Griô members. The research with the oral sources was developed with the methodology theoretical perspective of the Oral History. A part of these mentioned sources, a significant amount of registered analysis in the fieldwork diary was quoted in the text, according to the ethnography perspective; these registered analyzes was documented between January 2013 and October 2014.

A comunidade quilombola do Remanso, localizada no interior da Bahia, Chapada Diamantina, tem passado por intensas transformações desde fins dos anos 1990. Os processos de urbanização se intensificaram com a inserção do quilombo nos roteiros de ecoturismo comercializados pelas agências da região. Além do turismo, a inauguração da escola e a chegada da energia elétrica são percebidas pelos moradores como elementos que transformaram as formas de vida tradicionalmente estabelecidas na comunidade trazendo desequilíbrios em relação à coesão social do grupo; dificultando a transmissão das práticas culturais aos mais jovens; propondo novas formas de sociabilidade e necessidades de consumo. Há, pelo menos, quinze anos, o Ponto de Cultura Grãos de Luz e Griô também tem atuado no Remanso fomentando práticas pedagógicas e de economia comunitária, visando valorizar a cultura e os saberes locais e gerar renda a partir dessa integração. Nossa pesquisa investigou em que medida essas alterações afetaram os moradores do Remanso que estiveram diretamente envolvidos nas ações propostas pelo Ponto de Cultura. Analisamos as transformações do vivido a partir de duas bases documentais: fontes escritas e entrevistas realizadas com nove membros do quilombo e dois integrantes do Ponto de Cultura Grãos de Luz e Griô. O trabalho com as fontes orais foi desenvolvido a partir da perspectiva teórico-metodológica da História Oral. Além das fontes citadas, um conjunto de observações analíticas registradas no diário de campo, segundo a perspectiva da etnografia, foi incorporada ao texto, fruto das pesquisas de campo desenvolvidas entre janeiro de 2013 e outubro de 2014. / The Remanso Quilombo Community, located in the countryside of Bahia, Chapada Diamantina, has gone through many intense transformations since the late 1990´s. The urbanization processes in this area has been intensified by the insertion of this Quilombo in the ecotourism routes commercialized by the travel agencies from this region. Besides the tourism, the inauguration of the school and the electricity energy supply implemented in this area have affected its people´s lives whom has changed their previous established lifestyle which was more stable and balanced in what concerns to their particular social environment and behavior as a specific group. These changes also hampered the transmission of cultural practices from the older to the youngest citizens; proposing new ways of socialization and consume needs. For more than fifteen years, The Ponto de Cultura Grãos de Luz e Griô has been acting in the Remanso fomenting pedagogical practices and communitarian economy teachings, in order to value the culture, popular knowledge and generate new incomes from this integration process. Identifying these changes and how they have affected the dwellers from Remanso was part of this current work. We analyzed the transformations founded on two main document data basis: written sources and by interviewing nine Quilombo member and two Ponto de Cultura Grãos de Luz e Griô members. The research with the oral sources was developed with the methodology theoretical perspective of the Oral History. A part of these mentioned sources, a significant amount of registered analysis in the fieldwork diary was quoted in the text, according to the ethnography perspective; these registered analyzes was documented between January 2013 and October 2014.

Thesis (MPhil (Information Science))--University of Stellenbosch, 2009. / ENGLISH ABSTRACT: Marketing practitioners and academics are increasingly applying the concepts and techniques of products or services branding to the branding of destinations. To date, most of these studies focussed on using product and services branding concepts for branding destinations on the level of an individual resort, city or country. This thesis extends this trend by considering to what degree these destination branding ideas can also be used to brand an entire region consisting of several countries with multiple destinations. The specific focus is on developing such a regional branding framework for the tourism industry of the Southern African Development Community (SADC). First the state of tourism within the SADC region was described, including the establishment of RETOSA and the tourism performance of the region. On the basis of this overview, opportunities for regional destination branding were then considered. Secondly, the core concepts of product branding and their application to destination branding were discussed. Four theoretical frameworks for branding were reviewed and then used to compare product and destination branding. Thirdly, the Association of Southeast Asian Nations (ASEAN) was used as a case study of a region that has attempted regional destination branding initiatives, with a view to what the SADC-region may learn from this experience. In conclusion a regional destination branding framework is proposed for the SADC region. The following list makes up the elements of this framework: the vision and mission, the destination brand and its proposition, core values of the destination and its brand identity, brand image, clear view of the market, audience and competitors, brand personality, brand positioning, stakeholder consultation process and tourism marketing research. / AFRIKAANSE OPSOMMING: Bemarkingspraktisyns en akademici pas toenemend die konsepte en tegnieke van produk- en dienste-bemarking op die bemarking van destinasies toe. Tot op hede was die focus van die meeste studies om bemarkingskonsepte toe te pas op destinasies soos `n individuele oort, stad of land. Hierdie tesis gaan verder as dit en oorweeg ook on watter mate hierdie bemarkingsidees ook gebruik kan word om `n hele streek, wat uit verskeie lande bestaan, te bemark. Daar word spesifiek gepoog om `n streeksbemarkingsraamwerk vir die toerismebedryf van die Suid-Afrikaanse Ontwikkelingsgemeenskap (SADC) daar te stel. Eerstens word die stand van toerisme in die SADC-streek beskryf, insluitend die ontwikkeling van SADC en die Streekstoerisme Organisasie van Suider-Afrika (RETOSA). Hierdie oorsig is gebruik om geleenthede vir streeksbemarking te oorweeg. Tweedens worddie kernkonsepte van produkbemarking en hulle toepassing op streeksbemarking bespreek. Vier teoretiese raamwerke vir bemarking word beskou en gebruik om produk- en destinasie-bemarking te vergelyk. Derdens word die Assosiasie van Suidoos-Asiatiese Lande (ASEAN) as `n gevallestudie van `n streek wat sulke bemarkingsinisiatiewe reeds geïmplimenteer het, bestudeer om te sien wat SADC daaruit kan leer. Laastens word `n streeksbemarkingsraamwerk vir die SADC-streek voorgestel. Die elemente waaruit die raamwerk beslaan, sluit die volgende in: die visie en misie, die streekshandelsmerk en sy proposisie, die kernwaardes van die streek en handelsmerkidentiteit, handelsmerkbeeld, oorsig oor die mark, toeskouers en kompetisie, handelsmerkpersoonlikheid, posisionering, insethouer konsultasieproses en toerismemarknavorsing.

La finalidad de este artículo de investigación es analizar las características de los procesos de desarrollo de productos turísticos artesanales y el beneficio que se genera para los pueblos de artesanos en el mundo. La metodología empleada fue la revisión bibliográfica mediante el análisis descriptivo y evaluativo de las fuentes consultadas. Esta desea desarrollar la importancia de la artesanía y su relación con el turismo, esta relación es una oportunidad para diversificar la oferta turística ya que la artesanía es un recurso incorporable a los productos turísticos. Se analizan los productos turísticos basados en comunidades de artesanos destacando las características de los casos más exitosos en el mundo, así como las diferencias y semejanzas de los diferentes casos destacando sus virtudes y falencias, estableciendo así conocimiento acerca de las actividades que se deben replicar o no en otras comunidades de artesanos interesadas en convertirse en un producto turístico. Se establecen los beneficios de desarrollar productos turísticos en comunidades de artesanos, con el fin de promover la creación de este tipo de productos turísticos como una alternativa de crecimiento y desarrollo económico para las comunidades. Se concluye que los productos turísticos basados en comunidades de artesanos pueden resultar beneficiosos para la diversificación de la oferta turística de las regiones debido a que se consideran atractivos turísticos. Además, este tipo de turismo comunitario promueve el desarrollo de los artesanos y de la artesanía en sus diferentes modalidades, integrándose al desarrollo económico de su región. Por otro lado, recupera y promueve las manifestaciones y valores culturales, así como apoya el fortalecimiento de la identidad local y la generación de empleos sostenibles. / The purpose of this research article is to analyze the characteristics of the processes of development of artisan’s tourist products and the benefit that generated for the peoples of artisans in the world. The methodology used was the bibliographic review through the descriptive and evaluative analysis of the sources consulted. This desire to develop the importance of handicrafts and its relationship with tourism, this relationship is an opportunity to diversify the tourist offer since craftsmanship is an incorporeal resource to tourist products. Tourism products based on communities of artisans are analyzed highlighting the characteristics of the most successful cases in the world, as well as the differences and similarities of the different cases highlighting their virtues and lacks, thus establishing knowledge about the activities that must or should not be replicated in other communities of artisans interested in becoming a tourist product. The benefits of developing tourist products in artisan communities are established, in order to promote the creation of this type of tourist products as an alternative of growth and economic development for communities. It is concluded that tourist products based on artisan communities can be beneficial for diversifying the tourist offer of the regions because they are considered tourist attractions. In addition, this type of community tourism promotes the development of artisans and craftsmen in their different modalities, integrating into the economic development of their region. On the other hand, it recovers and promotes cultural manifestations and values, as well as supports the strengthening of local identity and the generation of sustainable jobs. / Trabajo de investigación