Culture, identity and territory: reflections for the development of a strategy of service differentiation in agritourism ventures of a Group of Rural Change (INTA) in Coronel Suárez (Buenos Aires)

Abstract

From the converged concepts identity, culture, heritage and territory, is analyzed the possibility of formulating and implementing a strategy of differentiation for the agritourism activity developed by farms of group Cortaderas II (Cambio Rural, INTA), in Coronel Suárez (province of Buenos Aires). With this aim was made a diagnostic through direct interviews and observations of the farms involved. Emphasizing own aspects of its rural environment, was tried to identify cultural values and products with territorial anchorage that they impose a distinctive stamp to the tourist service that they offer. In addition, was investigated in what measure the members are prepared to manage the business, recognizing in them managerial competitions and enterprising characteristics. Finally, it is thought over brings over of the degree of maturity reached, typifying the individual enterprise culture and according to the group work, of way of evaluating if the putting in value of its resources evolves from a " domestic character " up to coming to a " commercial formal character ". It is observed the construction of a socio- cultural-economic identity that makes viable a competitive differential strategy with anchorage in the territory, as well as conditions for the development of the most formalized tourist activity based on the quality management