| Summary: | The identity of the natural landscape is subordinate to the natural elements; whereas the cultural identity is constructed from the human action on original means. The work has its main objetive in analyze the paper that plays the landscape and the cultural identity in the promotion of the tourist image of Isla Margarita (Venezuela). The results indicate that the efforts have concentrated in the advantage of the product Sun and Beach; nevertheless the visitors emphasize the natural physical attributes, the activities associated to those attributes and the social component. However, the patrimonial resources are not valued, because they are not recognized like part of the landscape, which demonstrates a deficient policy of promotion of these attributes.
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