Tourism innovation strategies through clusters to promote local development in Guanajuato, Mexico

The state of Guanajuato shows little evidence of tourism development; dissemination, aimed at consolidated, historical-cultural and commercial spaces, leaves aside sites with high potential, thanks to the enormous diversity that the state possesses. The present research makes a proposal for tourism innovation with the objective of complementing the current management, through the promotion of alternative tourism, based on new products and attractions located in the most disadvantaged areas, aimed at local development. The methodology includes a digital analysis with the support of NVIVO v.12.0; small producers, mezcal haciendas, pulque producers and traditional cooks were identified in clusters of five to 25 km, alternative attractions, starting from the most visited sites. The results obtained allow the incorporation, within the current management, of innovative methods to diversify the offer and retain the economic benefits locally, aimed at regional development.