La Mercadotecnia en las Festividades Religiosas Caso: Niñopa, Xochimilco, México

Religious festivals, particularly the Niñopa celebration in Xochimilco, Mexico City, serve as significant economic and cultural drivers through implicit marketing strategies. This study reveals that such festivities generate substantial tourist appeal and financial resources for local communities, while also reinforcing social and cultural identity. The research employed a qualitative, ethnographic, and descriptive approach to analyze the Niñopa festival, highlighting its role in both economic derrama (local income generation) and cultural preservation. Findings underscore the importance of religious celebrations as both economic catalysts and repositories of tradition, offering insights into how empirical marketing practices shape community dynamics within UNESCO-recognized heritage sites.

Fischer de la Vega, L. E. (2019). LA MERCADOTECNIA EN LAS FESTIVIDADES RELIGIOSAS CASO: NIÑOPA, XOCHIMILCO, MÉXICO. FACE: Revista de La Facultad de Ciencias Económicas Y Empresariales, 19(1). https://doi.org/10.24054/01204211.v1.n1.2019.3501