Factores que influyen en la decisión de satisfacción para la permanencia del turista en su destino: Caso del Pueblo Mágico de Jerez de García Salinas, Zacatecas

The economic development of the municipality of Jerez de García Salinas is contingent upon the continued growth of tourism in its magical towns. These municipalities are distinguished by their colonial cultural and architectural heritage, and they must address the challenge of maintaining and increasing the presence of visitors. The examination of the factors that influence tourist satisfaction enables the identification of areas of opportunity and the determination of the destination's strengths. The primary objective of this research was to ascertain the extent to which various factors, including tourism infrastructure, tourism culture, service quality, marketing, products and services, heritage, and tourist attractiveness, influence tourist satisfaction in the magical town of Jerez de García Salinas, Zacatecas. To this end, the partial least squares structural equation modeling (PLS-SEM) method was employed. Among the most notable findings is the observation that tourism infrastructure significantly influences travelers' preferences, suggesting that it is not merely a rational cognitive factor.