Caminos del Paisaje Agavero:

Actores en el proceso de Institucionalización del Turismo.

Abstract

The debate proposed by this paper comes from two main proposals. In the first place, we accede in the exploration of the most formal existing institution in the sociocultural and economic structure named Agave Landscape and the Ancient Industrial Facilities of Tequila, which were named World Heritage by the UNESCO in 2006 in the category of Cultural Landscape and regional heritage: the productive process of this emblematic beverage, tequila, configurator of the landscape and the regional heritage. The second comes from the perspective of New Institutionalism, it’s objective is to present the elements that help to the construction of the definition of tourism as an institution capable of promoting de development of the tequila region, highlighting private, public and social agents, that altogether, design, promote and adopt the new institution. In this context, the initiatives, either from social, public or private nature, are placed in a chronological relief. These initiatives, have placed the region in the tourist scene highlighting the role played by the means of communication in the regional relations, specially now with the integration of the Tequila - Agave Landscape Route, which we will see with specific later on. This way, the tourism that has been pushed by big investments, has shown historical actions that answer to market logics that emanate from the center of the tequila industry, this has conditioned it’s regional practice and more specifically in the municipality of Tequila, Jalisco.