Public Policy to Promote Sustainable Tourism in the State of Veracruz, Mexico

This research focuses on the search for sustainable touristic services through the design of a participatory public policy proposal that prioritize business requirements and their social and environmental responsibility in the territory. The proposal goes for the municipalities of Xalapa, Xico and Coatepec, in order to enhance their tourism competitiveness under a sustainable framework, by using management systems based on the ISO 9001: 2008 and 14001: 2004 standards, to certify the processes under which tourism services are provided. The purpose of this is to encourage the tourism entrepreneurs to take on their involvement, in international quality standards, and commitment to adopt environmental oriented care protocols. Methodologically, the establishment of quality and environmental management systems based on ISO standards underwent testing by using three measurement tools, quantitative and qualitative, applied to the tourism industry in the three priority tourist destinations in central Veracruz. Findings show the inputs needed to create a touristic and sustainable public policy proposal that affects beneficially in the competitiveness and sustainability of the target region in the Ecological Corridor of the Sierra Madre Oriental of Veracruz, Mexico.