Normas Sociales para el Turismo en Bacalar

The objective of this research was to evaluate the social norms that influence responsible tourism use in Bacalar. This was done through an exploratory, cross-sectional study, with qualitative data based on interviews and observations. Results show that the social norms of the tourism service providers (TSP) are based on concrete actions for conservation, linked to the social expectations of the residents, the business logic, and the competition for the use of the lagoon space. It is concluded that there is a transition towards the responsible tourism use of this attraction and that the TSP have expectations of the local government for conservation of the lagoon and the planning of tourist activities as a strategy for the destination. The findings are useful for designing public policies for the conservation of the lagoon.