Fonte: Turismo y Sociedad; Vol. 36 (2025): Enero-Junio; 95-127
Palavras-chave:
Resumo: The Magic Towns Program was created to integrate rural localities into cultural tourism. The objective of this research is to describe the perception of tourism service quality by company type in the magical town of El Fuerte, Sinaloa. The research is quantitative, descriptive, and cross-sectional; the profile of the tourist and visitor is characterized as well as the dimensions of quality. Six types of businesses were analyzed through the application of 383 surveys directed to tourists and visitors during April and May 2023. The instrument consists of five dimensions and 22 criteria rated on a Likert scale. The results indicate that the best rated businesses from the perception in most of the dimensions are restaurants, lodging and transportation; the areas of opportunity are in bar and liquor, handicrafts, and cultural services. Four of the six businesses were rated excellent in the overall perception of service quality.
