| 總結: | The adoption of urban branding strategies is a recurrent practice among local governments One of the negative impacts of this type of strategies is gentrification, a phenomenon that implies the displacement of the original population. The objective of this paper is to identify the gentrifying effects of the Programa Pueblos Mágicos in the conurbation localities of San Pedro Cholula and San Andrés Cholula, Puebla. This case study shows the link between the program and specific modalities of gentrification and displacement, which are at the origin of conflicts in which the physical and symbolic appropriation of the territory is disputed.
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