Analyses how the touristic activities were impacted by marketing, also includes a revision of the most relevant studies that, from a theoretical or empirical point of view of the strategies and the internationalization, making emphasis on the relationship of the two phenomena.
The theme that is object of study focuses its analysis in the academic and industrial currents.
The results of the field work that was carried out for the study applied on the process of internationalization of the hotel industry in Morelia; have to be shown, as well as the strategies of marketing that the hotel industry must apply to obtain the so called internationalization.