Resumen

OLMOS-MARTINEZ, Elizabeth. Tourism Competitiveness in Mazatlán, Sinaloa: A Perception and Satisfaction Analysis during Holy Week and Easter Week. Región y sociedad [online]. 2025, vol.37, e1957.  Epub 27-Mayo-2025. ISSN 2448-4849.  https://doi.org/10.22198/rys2025/37/1957.

Objective: Evaluating Mazatlán’s competitiveness from the tourists’ perception of different satisfaction dimensions. Methodology: The general tourist satisfaction index was calculated and also by dimension through a survey applied to 686 individuals. Results: The overall tourist satisfaction index is 9.0 (medium-high level); most of the dimensions obtained between 8.0 and 8.5 index, meaning a medium-high level of satisfaction. Value: The observation of tourist’s perception of one of the most important national destinations. Limitations: The timing of the study is Holy week and Easter week; there is no contrast with Summer’s tourist satisfaction information. Conclusions: Tourists’ evaluation and perception of Mazatlán’s competitiveness is good; however, improvement should be made for each dimension in order to achieve a differentiated and attractive tourist offer, which leads towards a competitive tourist model.

Palabras llave : tourist; perception; satisfaction; competitiveness; general tourist satisfaction index; Mazatlán.

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