Abstract

CUEVAS ALBARRAN, Valeria Betzabé  and  CAVAZOS ARROYO, Judith. The symbolism of consumption of aromatic plants, basil and rue, in alternative touristic services in Tulum, Quintana Roo, Mexico. Pensam. gest. [online]. 2016, n.41, pp.240-261. ISSN 1657-6276.

ABSTRACT The goal of the present study is to identify the chain of value of basil and rue from a symbolic and cultural perspective, and to characterize the consumers, that have been identified as Alternative Health Care Providers (prestadores de servicios alternativos de salud) in Tulum (Quintana Roo, México). The study uses a qualitative methodology, focusing on in-depth interviews, direct observations and participatory observations based on the ethnomarketing matrix strategies. The results found the existence of a symbolic chain of value between the different actors in the commercialization channel present in Tulum, that connects them to a cultural and historical past, that makes imperative the use of artifacts, in this case the use of basil and rue plants as connecting elements. The study identified three marketing segments and a potential market.

Keywords : Symbolic Value Chain; Etnomarketing; Tourist services.

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