Competitividad turística en Mazatlán, Sinaloa: un análisis de percepción y satisfacción durante la Semana Santa y la semana de Pascua

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.