Percepción de la calidad del servicio turístico del Pueblo Mágico El Fuerte, Sinaloa: una evaluación econométrica de elección ordenada

Abstract

The quality of the service offered in a tourist destination is essential to know their experience as a fundamental element for customer satisfaction and loyalty. The objective of this research is to evaluate the quality of service offered by tourism service providers in the Magical Town of El Fuerte, Sinaloa through an econometric analysis of ordered choice and from the perspective of tourists and visitors. The research is quantitative, descriptive and cross-sectional. The SERVQUAL methodology was applied; through which the perception of the quality of the service provided is analyzed based on five dimensions with different criteria; the instrument consists of 22 items on a Likert scale which was applied to 383 tourists and visitors who consumed services in the different establishments. The statistical method used was principal component analysis with varimax rotation and for the econometric approach, ordered choice models were used, by means of which four components were obtained: 1) staff service; 2) fast and timely service; 3) tangible elements; and 4) training. However, only the first three components were statistically significant at conventional levels in the ordered logit model. The results show that the quality of service offered in El Fuerte is good, since components 1, 2 and 3 had a positive impact on the quality of services in general. It is concluded that those who do not appreciate the quality of service concentrate on training, an area in which there are several areas of opportunity. It is considered that this research is original and has the potential to contribute to informed decision making and the improvement of the tourist experience.