TOURIST PROFILE AND SATISFACTION IN THE SUN AND BEACH DESTINATION OF MAZATLAN, SINALOA

Mazatlan is one of the most important sun and beach tourist development centers in Mexico. The main objective of this study is to evaluate tourist satisfaction with their visit to the site. The methodology used is quantitative and cross section in which a survey was applied to 682 tourists to calculate the Tourist Satisfaction Index (TSI). The survey consists of a section on the tourist profile and another on the evaluation of the services and activities contracted by the tourist. The findings reveal that the general TSI obtained from Mazatl & aacute;n is 9.0, categorized as a medium-high level. Among the services and activities evaluated, the TSI for food and beverages was 9.0, recreational and leisure activities was 8.8, accommodation was 8.5, transportation and cultural activities was 8.0.