The objective of the research was to understand the potential of rural tourism (TRS) in Jalpa, considering the challenges and opportunities in a context of rural gentrification and migration to the United States that threaten its identity and local sustainability. Given the sociocultural topic under study, the qualitative research approach applied from the Participatory Action Research design was applied. Seven key actors were chosen as a sample (leaders, tourism entrepreneurs and women heads of family). Participatory Action Research as a strategy to develop capacities. For data collection, interview protocols and questionnaires were applied in three workshops. Likewise, making field diaries, cartographies, recording interviews and taking photographs. The main finding warns how the phenomenon of deterritorialization and migration promotes cultural uprooting and the loss of traditional pr...

The objective of the research was to understand the potential of rural tourism (TRS) in Jalpa, considering the challenges and opportunities in a context of rural gentrification and migration to the United States that threaten its identity and local sustainability. Given the sociocultural topic under study, the qualitative research approach applied from the Participatory Action Research design was applied. Seven key actors were chosen as a sample (leaders, tourism entrepreneurs and women heads of family). Participatory Action Research as a strategy to develop capacities. For data collection, interview protocols and questionnaires were applied in three workshops. Likewise, making field diaries, cartographies, recording interviews and taking photographs. The main finding warns how the phenomenon of deterritorialization and migration promotes cultural uprooting and the loss of traditional pr...