CULTURAL AND ENVIRONMENTAL INDICATORS OF THE "MAGICAL TOWNS" OF SOUTHEASTERN MEXICO

The “Magical Towns” program was promoted by the Ministry of Tourism (SECTUR) since 2001 for towns and villages with tourist activity feasibility. A study was conducted to define the cultural and environmental categories and indicators in the “magical towns” of southeastern Mexico. The study was conducted in the "magical towns" of Chiapas, Campeche, Yucatán, Quintana Roo, and Oaxaca during the years 2024-2025. This research reviewed two research methods: First, a qualitative study based on the elements of phenomenology was conducted using tools based on in-depth interviews with key informants. The necessary information was collected to identify and define the main categories of environment and culture with Atlas.ti software. The analysis of qualitative information confirmed the elements of the environment and culture variables in the magical towns of the five Mexican states contemplated in this study. The survey was conducted during the periods of May to July 2024 and December 2024 - March 2025. Data collection was subject to access conditions, but mainly to the situation of insecurity and local conflicts presented by the communities included in the study. The results made it possible to define the environmental and cultural elements of tourism that define tourism in the "magical towns".