MARKETING EVALUATION OF HOSPITALITY SERVICES SERVICES IN PUEBLOS MAGICOS: CASE ALAMOS, SONORA

Abstract

One of the 121 entities registered in the program of magical towns (PPM) is Alamos, Sonora,
Mexico, a place that has more than 300 years of history, architectural works and a culture that invite
to develop national and international tourism, highlighting that the hotel sector is of great importance
in the economy of the place, since it receives and serves tourists, generates jobs and creates
infrastructure that influences the development of the entity. However, the marketing of services in
this sector must adhere to a regulation to preserve the appointment of Magic Town, limiting the
change in the architectural design of the accommodation facilities, which receive a large number of
tourists who live together and they develop in a modernist and technological environment. For this
reason, the objective is to know if the marketing of services of the lodging offer is of quality, this
based on the expectations and perceptions of tourists who have stayed during 2017 and 2018. The
methodology used is based on the SERVQUAL model, which measures the quality of service
through the five-dimensional analysis: Tangibility, Reliability, Responsiveness, Security and
Empathy.