El museo universitario Dr. Luis Mario Schneider de Malinalco como gestor cultural, turístico y de identidad comunitaria

In this document, an analysis of the importance of cultural, tourism and identity management around the Dr. Luis Mario Schneider University Museum (MUDLMS) is carried out, as a practical case of a community management museum. The theoretical foundation is critical - taking up the criticism of the cultural industry carried out by the Frankfurt school and delimiting the approach to a socio-critical model that confronts instrumentalization with critical reflection. The chosen methodology, under the socio-critical approach, is triangulation that allows qualitative-quantitative analysis when analyzing the discourse, obtaining practical information, and reflecting purposefully on what was analyzed. This information was obtained through interviews, surveys, and the implementation of a focus group with key actors from the Malinalco community; Being mixed research, the analysis of the information was carried out through the Atlas.ti program. The main finding obtained is that joint management - the categories - should be used as elements of social cohesion, capable of generating social awareness for the various actors participating in cultural, tourist and identity activity.