Categorization of Cancun Host Community as a New Model to Build Cultural Identity

This qualitative research studies Cancun as a tourist destination and its community, assuming that the tourist identity is formed by its host. Cancun has struggled with migration since its founding, as people came to seek new work opportunities; such migration led to the generation of cultural diversity, and the absence of a perceptible cultural identity. In addition, this study aims to identify the cultural identity of the host community in Cancun as well as who integrates it. This study developed a theoretical framework of concepts for the community, with heterogeneous groups divided by 1) host community, 2) natives, 3) migrants, and 4) residents, which aligned with the factors of time of residence, occupation, and origin, resulted in the structure of the Cancun community. The categorization of the community will allow an analysis and proposal of the host’s knowledge in a second phase. The outcome will allow a cultural identity model, contributing to the internal branding of the destination.