Retos, nº 15, vol. VIII, 2018 Revista de Ciencias de la Administración y Economía | Print ISSN: 1390-6291; electronic ISSN: 1390-8618 www.retos.ups.edu.ec Sustainable tourism and social entrepreneurship. The magic town of Tequila, Mexico Turismo sostenible y emprendimiento social. El pueblo mágico de Tequila, México Dr. José Manuel Saiz-Álvarez is a GIEE Faculty-Researcher at the EGADE Business School-Tecnológico de Monterrey (Mexi- co) and visiting professor at the Catholic University of Santiago de Guayaquil (Ecuador) and the Universidad Mayor, Real and Pontificia San Francisco Xavier de Chuquisaca (Bolivia) (
[email protected]) (
[email protected]) (http://orcid.org/0000- 0001- 6435-9600) Abstract The UNESCO World Heritage Site and the “Magic Towns” program in Mexico, both granted to Tequila, aim to guarantee the tourist sustainability of the territory to fight poverty, preserve the rich and unique existing cultural and historical heritage, and promote the inclusion of the indigenous population. However, 57,1% of the population lives in poverty in Tequila (IIEG Jalisco, 2017). The objective of this paper is to analyze whether the appointment of Tequila as a UNESCO World Heritage Site and as “Magic Town” has contributed to reducing poverty. A qualitative-quantitative methodology based on the technique of observation and content analysis is used to answer this question, close with a SWOT analysis to have a holistic review of the topic. The main conclusions are: 1. There are high levels of poverty in Tequila, although they are lower than in non-Agave locations; 2. Excessive tequila protection prevents the development of other distilled beverages within the region; 3.