Resumo: In a sector such as tourism, where global competition grows day to day, achieving a high rate of satisfaction among visitors is a priority goal on the part of tourism service providers. Obtaining individuals totally satisfied is one of the main reasons of the growing number of visitors that experience a tourist destination; for example, the great growth of the tourist cruises. Therefore, the purpose of this researchis to analyze the perception of American cruisers on the tourist service quality offered by the tourist guides in Mazatlan, Mexico. By applying a quantitative and qualitative methodology, using exploratory-descriptive research and Likert-type questionnaires, it shows the main strengths and weaknesses in the provision of the service offered by the guides throwing a quality service.
