Analysis of factors that shape the tourism image of the sun and beach destination: Mazatlán

Abstract

The image of a touristic destination is a major factor in visiting decision-making, besides, it is a subjective construction established by a set of factors (internal and external) that make up the travel expectations of national tourists in a daily more competitive market where the security and confidence offered by the sun and beach touristic destinations are crucial elements of the tourists’ perception. The general objective is to analyze the personal factors, cognitive and affective components that make up the touristic image of Mazatlán, Sinaloa as a sun and beach destination. In addition, the research methodology is quantitative approach through the descriptive and factorial method, data collection was obtained through structured questionnaires (Likert scale and semantic differential) and the sample is of simple random probabilistic type with 265 questionnaires of the period from April to December of the year 2018. The results show that the tourists` perception prevails an image of the touristic city with "beautiful beaches" and a "rich cuisine", also highlights a "renovated boardwalk", a "pleasant climate" and a "safe, reliable and hospitable city”, On the other hand, the cleanliness in the city and lack of parking spaces were considered with a negative approach that certainly damages the image of the destination. In conclusion, these results allow comparing the tourist image that tourists have of the sun and beach destination of Mazatlán after different remodels presented in this destination.