Public Policies and Tourism Marketing. An Analysis of the Competitiveness on Tourism in Morelia, Mexico and Alcala de Henares, Spain

This paper presents from a theoretical point of view, public policies and tourism marketing as determinant factors of competitiveness in tourism and presents the results of a field study on the subject held in the cities of Morelia, Mexico and Alcala de Henares, Spain. These cities are world-class tourist destinations for their historical and cultural value and they are recognized as World Heritage Sites by UNESCO. Through the creation of public policies, the tourism products of a given destination can be improved through measures aimed to enhance the quality of services and conditions of the sites and thus, increase their competitiveness. Therefore, it is necessary to understand the factors that determine the competitiveness of tourism in these destinations to manage them properly.