Analysis of the Expectation, Satisfaction and Loyalty of Tourists Who Visited Acapulco, Guerrero, Mexico
Keywords:
Tourist behavior, expectations, satisfaction, loyalty, opportunityAbstract
This study analyzes the behavior of tourists who visited Acapulco, Guerrero, Mexico in 2013. The study was conducted using a sample of 400 tourists at 40 tourist sites. The results reveal the influence of Expectation, Satisfaction, and Loyalty on tourists who visited Acapulco during a time of crisis. The results show that, although tourists arrive with relatively low expectations, most experience a high level of satisfaction during their visit and express a strong intention to return and recommend the destination, indicating a high degree of loyalty. The study confirms that: expectations positively influence satisfaction; satisfaction influences loyalty; and expectations also directly impact loyalty. It concludes that satisfaction is a key step in generating loyalty, but it is not sufficient on its own. To strengthen this, it is necessary to create value, trust, and long-term relationships with tourists. Finally, it is worth noting that Acapulco, despite its decline as an international destination, maintains a high level of repeat domestic tourism, which represents an opportunity to improve its image and competitiveness.
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Copyright (c) 2026 Alejandro Quintero, Mirna González , Roger Joseph Bergeret , Audel Sánchez , Ana Yolanda Rosas , Mónica Corazón Gordillo , Díaz Garay, Juan José Dimas , Carlos Topete , Irma Solano (Autor/a)
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