Self-Management Proposal on the Traditional Embroidery of Ajalpan, Puebla, as a Factor for Endogenous Development in Tourism

This study proposes a self-management approach to the embroidered textile art of the traditional attire of Ajalpan, Puebla, through the participation of local inhabitants, recognizing it as an activity that contributes to the endogenous development of tourism in the region. A qualitative methodology was employed, applying the Participatory Action Research (PAR) method through various research techniques, including Key Stakeholder Mapping (KSM), semi-structured interviews, participant observation, discussion groups, and content analysis. The theoretical foundations are cultural theory, intangible cultural heritage, endogenous development theory, and cultural tourism. The results revealed social passivity, economic dependency, and the loss of ancestral knowledge. The study concludes that traditional embroidery can serve as a factor for endogenous tourism development, as long as a community and political organization is consolidated to mediate and sustain this vision for the region’s future.