In the present research work we constructed a set of matrices that allowed the characterization of the community-based tourism activity, using the project Good Practices of Community-Based Tourism developed in the Territory of Serra do Brigadeiro, Minas Gerais, Brazil. Tourism potential is a commonly term used to refer to a natural gift of a region and which, by itself, would ensure tourism development. Within this distorted view, there is an understanding that planning would be unnecessary, since optimal conditions for tourism to occur already exists in the region regardless of actions. Thus, an erroneous perception of the area's distinctive characteristics restrains the development of a sustainable tourism offer. The Territory of Serra do Brigadeiro, as well as other regions, falls under the label of a tourism potential region, but without having developed any real plan to identify real tourism features and establish actions throughout the tourism production chain in order to confirm its designation as tourism potential site. Through literature review, we identified seven parameters considered to be attractive to community-based tourism, which are: conservation unit, water, forest, culture, public gathering space, tourism-associated production and hospitality. The methodology of the World Tourism Organization and the Inter-American Tourism Training Center for ranking tourist attractions provided the foundation for the selection of indicators: potential attractiveness, level of current use, representativeness, local community support, land conservation status, infrastructure and access. These data, analyzed and scored within a range, allowed the classification of attractions into those that do not characterize and those that characterize the activity studied, the latter capable of being turned into tourism products and those which are already seen as products of community-based tourism. The data analysis sought to understand the importance that certain attractions have in relation to community-based tourism such as the existence of public gathering spaces, cultural events and hospitality. The indicators that highlighted the essence of the activity were the attractiveness potential, representativeness and local community support. For the case in study, which was defined in five regions denominated clusters of community-based tourism, we found that all regions have attractions that can be turned into products. The development of these products based on the management of these attractions will make the region's potential to be recognized with the benefits of commerce, thus closing the tourism production chain. The ranking of attractions, as a consequence of these matrices, enables prioritizing actions for the region of Serra do Brigadeiro, establishing routes of community-based tourism and rural tourism in family farming according to the Brazil Itineraries Program of the Federal Government. Finally, the relationships between parameters and their indicators show the need to develop a distinct approach for each area examined, highlighting their complexity and the need for a behavioral analysis through the perception of subjectivities.
