Los Heritage values, cultural tourism and marketing

Abstract

The article addresses the relationship between cultural tourism, heritage values and marketing. The objective is to assess the complexity that contemporaneity imposes for carrying out tourism management with cultural interests on the basis of natural or city heritage wealth and the necessary marketing work. The review of information sources available in specialized blogs, documents from international multilateral agencies and scientific articles is applied as a method. The idea is sustained about the need to revalue the patrimonial values in their consideration of tourist products and to carry out the management of this activity through a marketing that activates and incorporates the potentialities of technologies and communications.