<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-6266</journal-id>
<journal-title><![CDATA[Acta universitaria]]></journal-title>
<abbrev-journal-title><![CDATA[Acta univ]]></abbrev-journal-title>
<issn>0188-6266</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guanajuato, Dirección de Investigación y Posgrado]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-62662020000100144</article-id>
<article-id pub-id-type="doi">10.15174/au.2020.2887</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Disposición a pagar por mezcal añejo en San Felipe, Guanajuato, México]]></article-title>
<article-title xml:lang="en"><![CDATA[Willingness to pay for aged mezcal in San Felipe, Guanajuato, Mexico]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cervantes Luna]]></surname>
<given-names><![CDATA[Juan Oswaldo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Melo Guerrero]]></surname>
<given-names><![CDATA[Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández Ortiz]]></surname>
<given-names><![CDATA[Juan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Valdivia Alcala]]></surname>
<given-names><![CDATA[Ramón]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sandoval Romero]]></surname>
<given-names><![CDATA[Fermín]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González Juárez]]></surname>
<given-names><![CDATA[Araceli]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma Chapingo  ]]></institution>
<addr-line><![CDATA[Chapingo ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma del Estado de Hidalgo Instituto de Ciencias Agropecuarias ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2020</year>
</pub-date>
<volume>30</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-62662020000100144&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-62662020000100144&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-62662020000100144&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de la presente investigación fue estimar la disposición a pagar por mezcal añejo, elaborado de forma artesanal con 100% Agave salmiana, cultivado, originario de San Felipe, Guanajuato, México. Se empleó el método de valoración contingente y se aplicó una encuesta a 120 consumidores. A través de un modelo Logit binomial se encontró que la Disposición a Pagar (DAP) promedio fue de $576.82 pesos, lo que significa un sobreprecio del 37.34% con respecto al mezcal que se produce actualmente en el municipio. Esto representa una oportunidad para los productores para introducir una nueva clase de mezcal que les permita incrementar sus márgenes de ganancia.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The objective of the present investigation was to estimate the public&#8217;s willingness to pay for aged mezcal, handmade from Agave salmiana, cultivated, and originally from San Felipe, Guanajuato, Mexico. The contingent valuation method was used, and a survey was applied to 120 consumers. Through a binomial Logit model, it was found that the average Willingness to Pay (WTP) for mezcal was $576.82 pesos, which means an overprice of 37.34% with respect to the mezcal currently produced in the municipality. This represents an opportunity for producers to introduce a new kind of mezcal that allows them to increase their profit margins.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Valoración contingente]]></kwd>
<kwd lng="es"><![CDATA[mezcal añejo]]></kwd>
<kwd lng="es"><![CDATA[Logit binomial]]></kwd>
<kwd lng="es"><![CDATA[disposición a pagar]]></kwd>
<kwd lng="en"><![CDATA[Contingent valuation]]></kwd>
<kwd lng="en"><![CDATA[aged mezcal]]></kwd>
<kwd lng="en"><![CDATA[binomial Logit]]></kwd>
<kwd lng="en"><![CDATA[willingness to pay]]></kwd>
</kwd-group>
</article-meta>
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