Abstract

The intention of this work is to present the design and implementation of a communication strategy based on the use of social networks on the web 2.0, in order to promote alternative tourism with indigenous identity. This project has been developed by students of the majors in Communication, Marketing, and Animation and Digital Art, under the coordination of two professors of the Tecnológico de Monterrey, Campus Cuernavaca, who have applied the pedagogic model known as Learning - Service.

The social networks and this pedagogic model have allowed the establishment of effective channels of communication between the members of the indigenous communities of Amatlán de Quetzalcóatl and San Sebastian Cuentepec in the State of Morelos, Mexico, and the academy. This strategy contributes to the strengthening of the collective memory, stimulates social entrepreneurship, and promotes the exercise of a responsible tourism, committed to the sustainability of these indigenous communities.