INTANGIBLE CULTURAL HERITAGE AS A TOURISM RESOURCE IN THE TIERRA BAJA VILLAGE, CARTAGENA DE INDIAS

This article aims to characterize the main fields of Intangible Cultural Heritage of a village [vereda] of Cartagena de Indias: Tierra Baja, aiming to project it to the cultural tourism industry, considering the loss of its identity, the threat of the territory in the face of the avalanche of megaprojects, its strategic location for tourism and the poverty that its inhabitants suffer. The research is carried out with a focus qualitative and a case study design with ethnographic method techniques. The characterization results in a SWOT analysis, which concludes that, despite the weaknesses and threats represented in the loss of these cultural assets, there are also opportunities represented in the richness of the territory. That is why it ends by establishing some strategies to take advantage of it as a tourist resource that allows the improvement of the living conditions of its population.