Introduction

The consumer is the key element of the market, who determines the product they want and pay for it, to satisfy their needs and desires. The tourist does not escape this premise, whether as traveller, hiker or visitor. The tourist service seeks to improve visitor satisfaction levels, assesses the interaction with the resident and recognize the infrastructure as an element that defines the tourism segment (^{Bigné, 2000}). Any proposed site for rural tourism, consumer should incorporate elements to design an attractive offer, making their knowledge services, opportunities for participation and recreational and cultural activities, possible to develop in those sites. Responding to the tastes and preferences of tourists means know, to offer what they demand and are willing to pay for it.

The design of a rural tourism site in San Felipe Cuapexco with families living in marginal conditions and poor access to advisory services and financing, leveraging small spaces to achieve a variety of production systems throughout the year; as the production of maize, sorghum, amaranth, clay handicrafts and aromatic herbs and spices in the backyard, along with egg production, poultry and rabbits. This economic, social and cultural complexity is attracting the interest of tourists. Therefore, it is essential to know the personal, social and economic features that characterize the economy, reasons for traveling, the site where they stay, the time spent traveling, the information on rural tourism, in order to develop a good range of services.

The hypothesis behind the work and guidance notes that it is possible to install site accommodations for the existence of a tourist who travels informed and interested in visiting a rural site for the lifestyle and work of rural families.

Puebla is an important tourist State, the tenth in the national level, with a strong presence of national tourism -84%- with influx of foreign tourists from the United States, Spain, Germany, France, Canada and Colombia (^{Secretary of Tourism Puebla, 2012}).

Changes in habits and lifestyles in urban centres have influenced the attitudes of the urban population and tourists, making the offer more differentiated and varied, aimed at certain segments (^{Lanquar, 2001}). The tourist starts to look to an alternative, flexible and heterogeneous tourism, with some sensitivity to environmental issues, and differentiated and individualized experiences, approach to local culture (^{Osorio, 2003}). It is possible the use of natural resources and local knowledge through an alternative tourism (Waller et al., 2004). Similarly, ^{Ibáñez and Rodríguez (2012)} highlight the performance of recreational activities with nature and culture of rural communities, respecting natural and cultural heritage, and there is awareness of this in organizers and visitors.

At the same time, tourism is considered as the basis for a proposed local development in rural areas in crisis and contribute to its revival (^{Santos, 1999}). In Mexico, the Ministry of Tourism (^{SECTUR, 2004}), considered as alternative tourism trips, recreational activities in direct contact with nature and cultural expressions that envelop an attitude and commitment to know, respect enjoy and participate in the conservation of natural resources.

Within the alternative tourism is considered ecotourism as one of the most dynamic sectors in the world (^{Panos, 1997}), which should promote the empowerment of local communities, in terms of having control of the social, economic and environmental impact of this activity (^{Scheyvens, 1999}). Promoting visits raising undisturbed natural areas of conservation and generating benefits for the local population (^{Ceballos-Lascurain, 1996}). It is regarded as an opportunity to promote the environment and the welfare of the local population (^{Hvenegaard, 1994}). Rural tourism as a mode that is active in non-urban areas valuing local culture and identity, facilitating contacts and exchange between visitors and receivers. Meanwhile, agro-tourism seek economic activities related to the field, to experience the rural peasant life, sometimes incorporated into production processes.

The opportunity to learn the ways of life in the communities in a rural environment, raising awareness of cultural identity. Considering rural tourism as a non-agricultural activity completely (^{Zamora, 2010}). On the other hand, is also quoted in the mistaken belief that it is ethically superior forms of tourism (^{Hall and Butler, 1995}), when in reality they are just marketing tools to commodity culture and natural resources. Market processes, which are incorporated smallholders, and farmers, who do not always benefit financially from it (^{Ortiz, 2007}).

In these conceptualizations, explicit recognition of the participation of the local population is ignored and that the benefits should be generated for them (^{Pleumaron, 1996}). In addition for considering it as a non-agricultural activity that impairs ecosystems, opening space to the capitalist who appropriates resources and revalues in rural areas (^{Cruz et al., 2012}). If the issue is addressed as a diversification of tourism, there is a risk that the benefits are not for the local population (^{Barrera, 2006}).

The Mexican government has devised strategies as the program of “magic towns” and the promotion of tourist routes, trying to reconcile the interest in conservation, and the need to generate income for rural families (^{SECTUR, 2010}).

The design of a rural tourism site called a tourist site in the backyard of San Felipe Cuapexco incorporates social, cultural and everyday production and experience in the management and use of the backyard expressions, consider assessing the supply of services and meet potential consumers of this variant of tourism; sensitive to new experiences and values, respectful of local cultures, and able to evaluate and interpret authentic cultural content as a way of life (^{SECTUR, 2008}).

The project offers home tours backyards, and corn production areas, amaranth and fruit, by making crafts workshops with red clay, where visitors develop their skills to work with clay. Workshops and popped amaranth processing to develop crowbars and other sweets. Demonstrative and explanatory tours of plants, aromatic herbs and medicinal backyard, which it disclosed its traditional uses and medicinal properties. In addition to offering traditional homemade food.

Materials and methods

The work begins with a review of the principles of rural tourism and other forms of tourism. In the second stage was a journey through the cities of Puebla, Atlixco and Cholula, important near the study area, which are places with architecture, culture and cuisine resorts. With the intention of interviewing visitors at these sites, considering that they do not privilege the sun and beach tourism, and know their interest for rural tourism site. The application of a questionnaire to visitors of these three cities, exploring some personal characteristics of the economy, economic conditions, and the motivation to travel, time and resources devoted to this activity, periods of stay and experiences as well.

The application of a semi-structured interview with closed and open questions on sites that tourists usually visit their motivation to learn and appreciate the potential of a site for rural tourism. The sample was determined with a simple random sample with 95% reliability and maximum variability of 0.25 (pxq) and 5% accuracy. As a sampling frame, 15% of the tourists were recorded as residents of the State, staying at hotels in Puebla, Atlixco and Cholula and expressed consent for the interview. Conducting the interviews to visitors over 30 years.

Consultation questions were designed around their availability to visit and pay this site, inviting them to express some hypothetical amount. This prototype of a graphical tourist site was designed Cuapexco modeling site, highlighting the proximity to those cities and possible activities to develop, as transects in backyards, making crafts and food processing Amaranth, plus live with families countryside and enjoy the tranquillity of the community.

102 tourists were addressed with an interview consisting of three parts (Riera, 1995); the first with questions about socio- demographic aspects of the characteristics of tourists; the second part addresses issues related to travel, such as preference and reasons for their travel, the choice of destination, number of people traveling, the transport used and the expenditure made on their visits. In the third part of rural tourism knowledge is explored, whether they have visited such a site, or if they would visit and willingness to pay for a visit. After a review of the instrument and coding, the information in the SPSS package capture, processing basic statistics, graphs and correlation analysis.

The study was conducted in the cities of Puebla, Cholula and Atlixco, near the state capital, with the intention of determining the relevance of promoting rural tourism site in the community of San Felipe Cuapexco; small rural community located 50 km from the capital, with a mild humid climate, with summer rains with a population of 650 inhabitants.

In this town backyards family activities recorded by the manufacture of pottery utensils with red clay; processes of production and processing of amaranth, sorghum and maize. After a participatory workshop for a group of producers in the area with a group of academics, the possibility of designing a site for rural tourism, with workshops and exchange cultural and craft, around local products was also considered.

Results and discussion

Tourists are young visitors; slightly more than half of them (54%) less than 41 years; 24% between 41 and 50; and 22% over 50 years. What resembles the profile identified by the ^{Secretary of Tourism of the State of Puebla (2012)} notes that the average age in 37 years to. Tourists are men (57%) and women (43%). Recorded diversity in educational level, with a predominance of primary followed by secondary, career and technical mastery, the latter resulting in the most advanced stage (Table 2).

These points to a variety of interests and expectations that the economy is generated in relation to the chosen site and the reason for the trip according to their age group and gender, resulting in an exercise significant correlation. The income level is very diverse, noting that rest and people of all levels (Table 3) do leisure travel.

These are tourists who receive income in a range of less than 2 000 pesos per month (28%), and from 2001 to 5 000 (30%) and more than 5 000 pesos (32%).

The origin of tourists is quite diverse; half are from the interior of the State of Puebla, visiting the capital city, with a large part of Mexico City, Veracruz, State of Mexico, Oaxaca, Tamaulipas and Hidalgo. Chiapas, Guerrero, Jalisco, Nuevo León and Yucatán. Four of them from abroad (Table 4).

Three demographic groups stand out, young families with children under six (25.5%), younh families with children over six (17.7%) and single (as) (14.7%), with smaller percentages in other groups (Figure 1).

Source: information fieldwork 2012.

Figure 1 Characteristics of travellers.  

Information on tourist destinations and to plan the trip, the obtained electronic media (28.3%), similar to that identified in Spain, with 23% of tourists use of such measures (^{Tourism Observatory, 2007}) situation. The newspaper, magazines and travel agencies are little aided (5.5%) media. A third source is the friends who recommend sites to visit (38%). There are those who travel sites simply by knowing without more information (23%).

One of the main arguments for travel is the fact of having a few days off or vacations (59%), with the view to know traveling places and customs (20.7%). Other reasons are to hold a family celebration (8%), and visiting family (10%). Similar to that found by the ^{Tourism Observatory of Spain (2007)}, which states the reason in 63% holiday and visiting friends in 19.4% situation. The decision to visit the site responds to that is a close to home (51%) site, and to comply with the invitation of relatives (19.4%) and friends. It also decides the manner of the recommendation and for other reasons (Table 5).

Half of respondents spent up to five days to make the trip (49%); the rest no more than three days, which coincides with López (2006) in Brazil, who notes this as a process of successful past experience for the tourist. Staying at the visited site shows great diversity, from one to two days (75%), three days (4.7%), four (18.5%) and seven (1.8%).

Just over half (54%), travel in small groups of two or three persons who are often family members, others do it with four and five friends (30%), and traveling alone (16%) appear. Private car (61%) in-group of friends (6%) and access (33%) performs its displacement. Travellers with family (31%) prefer the use of the private car, by traveling in groups (22%). The bus is used by traveling with family (18%), the traveling alone (10%) and friends (5%).

More than half of these tourists usually look for a hotel to stay (59%) or coming home from a family member (41%). Latter trend, which has been recorded by Sanz (2007) in Spain, facing a growing hotel extra demand, reaching 6.9% of tourist accommodation in 2006 to analyse tourism second homes. The same author records that the most popular accommodation is the housing of friends and family with 41.2 percent, which is very similar to that identified in this work.

The expense recorded in hosting -59% - on average is 430 pesos per day; in food, with 420 pesos per day, while occasional purchases involving 263 pesos on average. These figures coincide with the Ministry of Tourism of the State of (^{STEP, 2012}) Puebla.

Most visitors have repeated to visit Puebla, noting that has been there on four occasions (63%); with visitors who first moved to this site (21%). The rest has done two or three times (16%). Enjoyed the main aspect that was mentioned more times before an open question is the weather, rest and food (65.2%), and local resources to look like flowers and gardens (19.6%); another reason is to know the site (6.5%), therefore said to return in another occasion (97.8%).

Their knowledge of rural tourism, arguments are grouped into semantic fields (^{Corrales, 1991}); half recognizes visitors know what is rural tourism (51.1%), emphasizing that takes place in small towns, with the intention of determining the site; lesser extent say they have visited a site on occasion of these (39.1%). A good percentage (61%) said they would return to rural tourism site, highlighting how interesting it turned out; other percentage would be willing to visit, even if they do not know (48.7%).

This interest leads them to assert know who would be willing to pay for the site visit rural tourism (96.7%), in varying amounts (Table 6).

Sorted in interval from 100 to 200 pesos; 201 to 300; 301 to 400; 401 to 500; more than 500 pesos, with reference to the actual costs of places like spas and museums available in the cities of Puebla, Atlixco and Cholula (Table 7).

As the proposed rate increases, the number of observations in each range is reduced, but the last range imposes an upper limit; suggested a higher pay range, the lower the number of respondents willing to pay these amounts. Other studies have found the same ratio, the higher the price paid, the lower the intention to pay (^{Villota et al., 2013}).

It is vital to the spread of rural tourism site; the tourist has sufficient information, as the knowledge that is a site for rural tourism has a significant correlation with having visited that site.

Another interesting aspect correlated significantly, is the choice of the site with the age and sex of the respondent, the 95% confidence level.

Conclusions

In order to intervene in the processes of improving rural communities, particularly through the design of a rural tourism in the backyards of families, it is important to know the supply and demand of tourist services. Therefore, given the expectation of making the decision to install this site with families, it was decided to explore the demand. We cannot make suggestions without knowing the type of potential tourists who prefer places far from the beaches and they might get to visit sites of rural tourism. It was so personal interviews were visitors from neighbouring cities Cuapexco, so some aspects of the profile of the potential tourist and main reasons to travel are well known.

Rural tourism is a form of tourism that is being developed in rural areas in contact with the communities who live there with their regular-life, a process of information exchange and interaction, with respect for the natural and cultural heritage. This confirms the intention to set up a site for rural tourism in the backyards of the families in San Felipe Cuapexco, Puebla. The diversity in the age of the young tourist draws visitors with access to electronic information mainly on these sites, which means a good opportunity for the promotion of these rural areas. Commuters are also elderly, women and men, who represent another interesting offer tourist services activities appropriate to that profile segment.

Another important aspect is that the visitor makes planning for the trip; which spend time and money. In this, an issue point to two reasons for traveling, rest in holiday periods, for customs and traditions. Important also correspond to attend and invitations family. That fact record an income and amount spent in traveling, makes it attractive to develop a plan to promote these rural sites and encourage tourists to visit, in those times of vacationing.

This indicated the need to get information about the site of rural tourism through various electronic media and easy access and consultation, thus promoting the attributes and characteristics of the community. The diverse origin of tourists, domestic and foreign, suggests that, the promotion is to be held in several languages, with different approaches to meet the interest and meet the expectations of tourists.

This is an updated tourist who uses electronic media to discuss a possible fate and pathways; without discarding friends as informants. The fact drives have a few days off, or visiting family, so spend a few days, two or three for it. They usually travel in small groups of three to five people.

In order to promote this tourism, in the tourist, particularly age, gender and education must be taken into account, which are important in their decision to take a trip and activities to develop those sites.

Another situation in mind is hosting, as tourists seek this type of site for the night. Featuring a certain advantage Cuapexco, because of its proximity to the city of Puebla and Atlixco. However, it is necessary to attend this matter.

With certain lack of information about this type of tourism, and the places where it is offered, shows empathy for nature, being arranged to visit them and pay for it, confirming the need to promote this type of tourist sites.

This shows the potential for this type of tourism, in San Felipe Cuapexco. Hence the importance of knowing the tourists, their motivations, their expectations and their willingness to pay for these exchange sites. This assist in the activities to be followed by local agents, tourists receptors, to design an attractive product for tourists.