Study of the satisfaction of tourists visiting a destination: the case of the state of Sonora

The State of Sonora, located in northwest Mexico, is known for its rich culture, diverse landscapes, and unique cuisine. The general objective of this study is to determine the profile of the tourist who visits Sonora, analyzing their demographic characteristics, travel reasons, preferences, consumer behaviors and satisfaccion. The methodology applied has been with a quantitative approach, non-experimental, transversal and descriptive design, the population under study is tourists who visit municipalities in the State of Sonora, a sample of 1262 people surveyed was obtained. The contribution of the study is to obtain a comprehensive vision that can be useful for the development of tourism promotion strategies in the region, thereby improving tourism activities and products of the destination based on the profile detected. Additionally, promote collaborative work between the government and the population, allowing the development of attractions that serve as a source of economic income for the population