Disruptive innovation in traditional Mexican gastronomy: an entrepreneurial model for cultural revaluation in El Oro, a Magical Town in the State of Mexico

Abstract

In El Oro, State of Mexico, a Pueblo Mágico (Magical Town) known for its rich history based on       mining, there is a notable lack of awareness and appreciation of its traditional cuisine. Despite   boasting a diverse culinary heritage, ranging from traditional Mazahua cuisine to new culinary trends, current tourism promotion strategies tend to undervalue this aspect, focusing attention on other tourist attractions such as its architecture and mining history. This situation contributes to a limited perception of what it has to offer. Inadequate training in tourism management among local service providers exacerbates the problem, as many key players in the gastronomy industry, including chefs, restaurateurs, and other entrepreneurs, lack the resources or knowledge necessary to innovate and promote their gastronomic offerings and meet the expectations of a more informed and demanding tourism industry. As part of the learning processes of the Master's Degree in Traditional Mexican Gastronomy, a deductive, qualitative research was developed. Through the development of the Design Thinking methodology, a comprehensive and effective strategy was structured, resulting in a Diploma for the Dissemination of Traditional Gastronomy in the Magical Towns, aimed at the public and private sectors and those interested in general to address the challenges in the promotion and management of gastronomy in El Oro, State of Mexico.