RESUMEN:El turismo de naturaleza se ha conformado según los planteamientos académicos y las políticas turísticas en orden a un proceso lógico de evolución experimentada en el sector turístico en todo el mundo. Los impactos negativos que ha ocasionado el modelo convencional han puesto la voz de alarma, y todo el sector ha sido coadyuvado por el proceso general de la sostenibilidad en el desarrollo local, imperando en consecuencia el paradigma de la responsabilidad y sostenibilidad en los destinos turísticos. Tras un repaso conceptual del turismo de naturaleza convertido en un turismo alternativo, el presente artículo aporta las tendencias producidas en general, y la percepción de los paisajes culturales como producto turístico en particular. Finalmente se efectúa un análisis de las iniciativas para el fomento de un turismo de naturaleza alternativo y se ofrece una propuesta de planificación basada en el modelo de turismo responsable y sostenible, que actúe con garantía en el patrimonio natural y cultural como producto turístico sostenible.PALABRAS CLAVE: Turismo de naturaleza; ecoturismo; desarrollo sostenible; planificación; producto turístico.ABSTRACT: Nature tourism has emerged in the tourism field as a result of a logical evolution in line with public policies and academic research. After negative outcomes from traditional models first raised the alarm, the entire sector has tried to foster local development based on models of responsibility and sustainability. This article revises key concepts of naturebased tourism and shows new tendencies and the perception of cultural landscapes that are seen as tourism products. Finally, it concludes by analysing new tendencies to foster alternative nature -based tourism. It also presents a planning proposal based on a responsible and sustainable tourism model to guarantee a sustainable tourism product within the natural and cultural heritage context.

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This chapter describes and explains the Holy Grail Route, its process of design as a tourism product, and the tools and methodologies that proved very useful in coming up with new tourism services for the route. This was based on a European research COSME project within the H2020 program, which ran from 2014 to 2016, with the objective being to plan and promote a European thematic, tourist, and transnational route. The basic idea arising from the project is the international collective imagery surrounding the Holy Grail and its traditions, legends, and culture (novels, films, tales), and creating a European route in which different countries and partners are represented: Bulgaria, Greece, Malta, Spain, and Great Britain. The route explores different ideas and topics such as the Arthurian legends, Cathar stories, and Christian traditions. In the case of Spain, the Christian traditions are very deep and have a huge popular appeal. The authors have found modern novels, historical representations, and cultural movements created specifically around it, and a great many Christians wanting to work in the sphere of this important relic, the Holy Grail, which is kept in Valencia cathedral and, for centuries, was in the territory of Aragon. What are the main goals of this project? What kind of social and economic agents have been involved in it? Both the theoretical framework and methods used will be explained in this chapter.

Los paisajes culturales se han convertido en productos turísticos que, dependiendo de la imagen de destino proyectada, ejercen una importante atracción del turismo cultural y de naturaleza. Este potencial es objeto de estudio actualmente, y los de imágenes de destino pertenecen a una literatura extensa en ciencias sociales. La unión de paisajes culturales e imágenes de destino se ha situado en las primeras filas de investigación, este trabajo aporta conocimiento sobre la percepción y valoración que de ellos se tienen. Se indaga la percepción y valoración de los paisajes culturales e imágenes de destino a una muestra de turistas entre las Comunidades Autónomas, y un Panel de Experto para averiguar en el caso de Toledo, los componentes de la imagen de destino turística, las posibilidades del paisaje como producto turístico en sí mismo y diferenciado, las estrategias para su desarrollo turístico, y la promoción y difusión de los paisajes culturales 1 .

This paper offers an approach to Yucatecan social reality in terms of entrepreneurship and the process of creating companies dedicated to the production and/or commercialization of agroecological products, considering its contribution to sustainable rural development. The key actors’ perspective towards the existence of policies that favor land sustainability, assist in the development of rural areas and their population, and support these business initiatives is also presented. Likewise, it illustrates the small entrepreneurs’ standpoint on the role of public institutions in promoting wealth generation and sustainable development in lower growth areas, such as the state of Yucatan, in Mexico. A qualitative methodology was used for this research, based on in-depth interviews with a group of businessmen and -women from the region. The main results give a pessimistic view of institutional concern regarding both production and consumption of agroecological products and, therefore, the promotion of these enterprises for the socioeconomic development of Yucatan. From these findings, we detect: (a) A policy of scarce support for this type of production, due to political priorities; (b) inadequate management that prevents the consolidation of certain structures needed to support agroecological enterprises; (c) a lack of confidence in the Yucatecan government, which does not promote or support a social network of collaboration between agroecological producers and marketers; (d) a difficulty in undertaking agroecological enterprises because of social and cultural norms and poor environmental awareness among the population; (e) significant training deficiencies among entrepreneurs in agroecological agriculture; (f) absence of adequate distribution channels for agroecological products; and (g) excessive bureaucratic obstacles through laws that hinder entrepreneurial processes.