Best Tourism Villages initiative (UN Tourism). Scope, speeches, and discussions in the argentine case (2021-2024 period).
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Abstract
The aim of this study is to analyze the Best Tourism Villages initiative, promoted by UN Tourism, with an emphasis on the discursive construction of the program in Argentina (2021-2024). It seeks to answer the following questions: What are the goals and how is the proposal structured? What are the achievements in terms of the recognition obtained? What discourses are activated in relation to heritage, tourism, and rural areas, particularly in Argentina? What discussions arise from the disseminated narratives? The methodology is exploratory-descriptive and employs a mixed-methods approach. From a multi-scalar and diachronic perspective, official data are examined using both qualitative and quantitative methods. The study concludes that the tourism, heritage, and rural dimensions of the program correspond to dominant narratives, with a distinctly positive view of tourism as a socioeconomic activity, strongly linked to the ideas of sustainability and development. Heritage forms the foundation upon which much of a destination's appeal rests, primarily its tangible and monumental aspects, associated with nature and/or traditional gastronomy. This is reinforced by a romanticized view of rural areas, which exaggerates their positive attributes at the expense of other characteristics that are rendered invisible.
Keywords: Best Tourism Villages; UN Tourism; Heritage; Rural Areas; Argentina.
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