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This paper describes the implementation of a tourism management strategy for endogenous resources in the village called San Francisco Oxtotilpan, in the state of Mexico. It is a Matlatzinca community that has natural resources framed in a vast cultural richness, which has been maintained through the preservation of customs and traditions. A case study was carried out, with a focus on the action research methodology, with the purpose of identifying participatory heritage management processes in the implementation of rural tourism strategies. The application of a collaborative program, in which the inhabitants of the community participate, gave legitimacy to the actions carried out.
