[en] This article analyses the development of tourism where it is not the simple result of a market; the energising of tourism is a product of agreements about what is at stake, on individual and group levels by multiple stakeholders. The article compares errors about the planning of other tourism centres and above all attributes responsibility to the tourism companies of the Riviera Nayarit, as generators of economic and social wealth, both internally and externally. On the one hand, the outside convinces those who are not part of the tourism sector about the importance of tourism as a wealth creator and, on the other hand, it also opens doors to the inside. This brings a change in the system for managing human resources which involves researching and analysing this field in more detail and finding a new way to manage those resources as "being the main wealth industry that we have in Nayarit, we have the major res- ponsibility to manage human resources differently from in the last century." The article also highlights the characteristics of tourism today in Riviera Nayarit, which are the result of inter- actions between companies, tourists, intermediaries and rural areas, and also the result of external interactions (socio-cultural and natural environment). Specifically, with social res- ponsibility, tourism companies voluntarily decide to contribute towards achieving a better society and a cleaner environment. This responsibility is expressed towards workers and, in general, towards all the people in contact with the tourism company, which in turn has an impact on its success.

[gl] Neste artigo analízase o desenvolvemento do turismo onde resulta non ser o simple resul- tado do funcionamento dun mercado; a dinamización do turismo é neste sentido o produ- to de acordos sobre o que está en xogo, tanto no ámbito individual como colectivo, por parte de múltiples protagonistas. Así mesmo, compárase os erros no planeamento doutros polos turísticos e atribúeselle a responsabilidade ás empresas da Riviera Nayarit, como xera- dora de riqueza económica e social tanto do punto de vista exterior como interior. Por un lado, o exterior convence aqueles que non pertencen ao sector da importancia do turis- mo como creador de riqueza e, polo outro, tamén se abre as portas cara a dentro. Isto trae con- sigo un cambio na forma de xestionar os recursos humanos que supón investigar, afondar neste campo con vistas a dar co xeito de xestionalo de forma diferente á actual, xa que "sendo a prin- cipal industria de riqueza que posuímos en Nayarit, temos a gran responsabilidade de xestionar estes recursos humanos de xeito distinto á do século pasado". Tamén se resaltan as características do turismo actual na Riviera Nayarit, resultado de inter- accións internas entre empresas, turistas, intermediarios e espazo rural, mais tamén de inter- accións externas entre o ámbito sociocultural e natural. En concreto, trátase a responsabili- dade social das empresas turísticas que deciden voluntariamente contribuír ao logro dunha sociedade mellor e un medio máis limpo, unha responsabilidade que se expresa fronte aos traballadores e, en xeral, fronte a todos os interlocutores da empresa turística, que poden á súa vez influír no seu éxito.