Perfil del mercado meta pos COVID para el turismo alternativo, en los estados de Sonora y Sinaloa

Abstract

Abstarct

The importance of tourism in Mexico is based on the ability of a state, country or community to take advantage of its natural and cultural resources, etc., with the aim of generating economic benefits that allow them to meet their needs. However, we understand that, to invest in advertising, tourism products or services, it is necessary to identify the characteristics of the target market and, from this, create a product or service focused on the particular needs of the market. That is why this quantitative descriptive cross-sectional cohort research has as its main objective to identify the target market that visits a rural tourist route in the south of Sonora in post-Covid times. The sample used was 462 people with an average age of 18 to 50 years old with purchasing power to visit a rural tourist route. The questionnaire used to collect information was made up of three parts, demographic data, reason for travel and economic stability. The results obtained indicate that the profile of the target market is in a range of 18 to 25 years old, mostly employed women from Sonora who are single, with professional studies, with purchasing power and belonging to families of 4 members or more. 87% of the sample has had México as its main destination in the last three years. Of the two states that were part of this study, 64% of the sample has indicated that the state of Sonora is the first most visited state where its main destinations are; San Carlos, Obregón, Hermosillo and Nogales. The second most visited state according to the sample is Sinaloa where the preferred destinations are Mazatlán, Culiacan and los Mochis. Regarding what you are willing to pay for food service, 200 to 300 pesos for restaurant service. On the other hand, safety and hygiene are a relevant characteristic for this set of observations. Additional recreational services, tourist attractions, tours among other amenities are important for the sample that underwent the study and they are willing to pay for these services during the summer vacation period, specifically July. Regarding the preferred places for this visitor profile are open spaces and contact with nature, where the objective is to carry out rural activities.