Fonte: El Periplo Sustentable; Núm. 43 (2022): Número Cuarenta y tres; 55 - 82
Palavras-chave:
Resumo: Image is one of the main assets of a tourist destination and reveals the perceived strengths and weaknesses of a destination. The evolution of the flow of tourists in the archaeological zones of Mexico, during the period 2001 - 2017, had a growth of 55 percent. The particular case of visits to the archaeological zone of Malinalco during the same period reflects a growth of 365 percent. This article has the purpose of evaluating the elements of a construct of the image of the archaeological zone of Malinalco, which is made up of 8 components, to rank its importance. For this purpose, an adaptation of the structured questionnaire by Carballo et al (2017) was used and it was applied to visitors to the archaeological zone at the end of their visit, in a random sample. The analysis of the information obtained was carried out using the method of multiple correspondence and principal component, identifying the components that present the greatest and least weight / importance of the elements of the image construct, thereby identifying specific factors to strengthen or develop for the benefit of the image of the Municipality of Malinalco.
