Resumen de Satisfacción del visitante a partir de los atributos de pueblos mágicos del noroeste mexicano

Elizabeth Olmos Martínez, Marco Antonio Almendarez Hernández, Reyna María Ibáñez Pérez

• español

  Resumen: Introducción: El objetivo es estimar los determinantes del nivel de satisfacción del visitante a partir de atributos en cuatro Pueblos Mágicos (PM) ubicados en la región noroeste de México, Todos Santos y Loreto de Baja California Sur (BCS), El Rosario y Cosalá de Sinaloa. Método: Se adaptó el Modelo de Satisfacción del Turista (MST) de la Secretaría de Turismo de México (SECTUR) y se apoya en la estimación de un modelo Probit bivariado como el enfoque econométrico adecuado para modelar conjuntamente la satisfacción general y la satisfacción de cada atributo a partir de la aplicación de 384 encuestas. Resultados: De acuerdo con la MST el índice de satisfacción de El Rosario es de 7.6, Cosalá de 8.5, Loreto de 8.5 y Todos Santos 8.4. Las variables independientes que conforman los bloques del perfil del turista, los motivos del viaje, experiencia de los servicios, percepción de los servicios y estadía y gasto fueron predictores significativos para los dos tipos de satisfacción. Discusión y Conclusiones: Los visitantes acuden a PM para pasar el tiempo con fines de esparcimiento, tranquilidad y conocimiento de los lugares por ser atractivos naturales y turísticos. Los sitios estudiados tienen diversas áreas de oportunidad en aspectos como la seguridad, transporte y servicios de recreación. Asimismo, no necesariamente los sitios con mayor afluencia son aquellos donde se evalúa mejor los atributos analizados.

• English

  Abstract: Introduction: The objective is to estimate the determinants of the level of visitor satisfaction based on their attributes in Todos Santos and Loreto, Baja California Sur (BCS) and El Rosario and Cosalá, Sinaloa, magic towns located in the northwest region of Mexico. Method: The methodology used consisted in the adaptation of the Tourist Satisfaction Model (MST) of the Ministry of Tourism of Mexico (SECTUR) and is supported by the estimation of a bivariate Probit model such as the suitable econometric approach to jointly model general tourist satisfaction and the tourist satisfaction derived from the culmination of the travel experience. Applied a survey and a statistical sample of 384 surveys was randomly obtained with reagents associated with nominal, ordinal and interval variables to maximize data robustness Results: The results reveal that there was a significant correlation between both satisfactions, for which evidence is shown that they are complementary. Variables independent that make up the blocks of the tourist profile, the reasons for the trip, experience of services, perception of services, and stay and spending were predictors significant for both types of satisfaction. Discussion or Conclusion: The bivariate Probit model applied to the study areas clearly reveals that the two forms of satisfaction are interrelated (satisfaction in general and satisfaction when retiring). On the other hand, within the determinants of satisfaction that refer to the tourist profile, such as age, they have shown that the older the age has a negative impact on the level of satisfaction, while in natural areas such as parks the influence of this variable is positive. The PMs, because they are tourist sites where visitors come because they are places of tranquility, older people tend to spend time with the purpose of recreation and knowledge of the places because they are natural and tourist attractions. The attributes that consist of the experience of services is a component that within the literature has positively affected satisfaction. However, in the case of accommodation, the effect was negative, the foregoing is due to the fact that in these types of places the category of accommodation is not high as in mass tourism. People who prefer tranquility and to enjoy the natural and cultural attractions come to this type of site.