Satisfacción del turista de Temazcal en Cozumel
DOI:
https://doi.org/10.31644/IMASD.31.2022.a07Palabras clave:
Temazcal, Turismo, Experiencia, Satisfacción, CozumelResumen
En México, el baño del temazcal forma parte de los usos y costumbres históricos, promocionado como actividad turística para la relajación y liberación del estrés. El objetivo general del estudio fue revelar los factores más importantes asociados con la satisfacción de los turistas luego de la experiencia del temazcal en la isla de Cozumel. Se aplicó el método cuantitativo, con una encuesta a usuarios del temazcal en la isla de Cozumel, en 2018. Como resultado se encontró que la combinación de contrastantes permite lograr un elevado nivel de satisfacción. Los responsables de la mercadotecnia podrán diseñar e impulsar estrategias apropiadas para este segmento de mercado.
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