VISITOR’S TOURISTIC PERCEPTION AND SATISFACTION, BEFORE AND DURING THE COVID-2019 PANDEMIC ABOUT TEQUILA, JALISCO

Abstract

Tequila, Jalisco, is part of the Agave Landscape and the Old Industrial Facilities of Tequila, declared by UNESCO in 2006 as a Cultural Heritage of Humanity, under the category of Cultural Landscape. In 2003, it was named Magic Town and, in 2016, the Tequila Route was opened in the Agave Landscape area, facts that consolidate its position as a tourist destination. The objective is to identify visitors' perceptions regarding the tourist destination and the services
offered in the place. We are trying to answer this question: What is the degree of satisfaction tourists obtain after their visit, considering the period 2016-2021? Under a quantitative-qualitative approach, tools are used that seek to obtain documentary information about the destination as well as observation through visits to the Magic Town. An opinion study is carried out based on indirect documentation sources (websites and social networks) and the application of visitor surveys. The working thesis is that tourists have a positive opinion of both the destination and the contracted services and consider that it is a place that meets their expectations, obtaining a favorable perception, which feeds back to the tourist imaginary.