Objective: to evaluate the conditions for applying a tourism quality certification in two rural communities in central Mexico.Design/methodology/approach: From the perspective of action research, a multiple case study was carried out, recovering qualitative and quantitative elements. Observation and interviews were the tools for obtaining data, which were interpreted from the economy of quality.Results: In the State of Mexico there are ecotourism parks with possibilities to implement quality labels but for them it is crucial to develop comprehensive training strategies.Limitations of the study/implications: The study is limited to the ethno-tourism projects of the State of Mexico, so it is important to assess whether certification processes are viable in other rural tourism modalities and in other socio-cultural contexts.Findings/conclusions: It is noted that the development and implementation of a quality label serves as a differentiation strategy for tourism services offered in a territory, thereby contributing to the diversification of the rural economy.
