Vol. 36 (2026): Volumen 36
Artículos de Investigación

Factors influencing the willingness to recommend a sun and beach destination in the northwestern region of Mexico: an econometric evaluation

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  • Elizabeth Olmos-Martínez,
  • Tlillalcapatl Gómez-Carreto,
  • Marco Antonio Almendarez-Hernández
Elizabeth Olmos-Martínez
Universidad Autónoma de Occidente
Bio
Tlillalcapatl Gómez-Carreto
Universidad Autónoma de Chiapas
Bio
Marco Antonio Almendarez-Hernández
Centro de Investigaciones Biológicas del Noroeste SC
Bio
DOI: https://doi.org/10.15174/au.2026.4706

Published 2026-03-11

How to Cite

Olmos-Martínez, E., Gómez-Carreto, T., & Almendarez-Hernández, M. A. (2026). Factors influencing the willingness to recommend a sun and beach destination in the northwestern region of Mexico: an econometric evaluation. Acta Universitaria, 36, 1–22. https://doi.org/10.15174/au.2026.4706

Copyright (c) 2026 Elizabeth Olmos-Martínez, Tlillalcapatl Gómez-Carreto, Marco Antonio Almendarez-Hernández

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

The objective was to analyze the factors that influence the willingness to recommend a sun and beach destination in northwestern Mexico. The methodology was quantitative, with a survey administered to a sample of 516 tourists during April 2023. The theoretical approach of random utility maximization was used. The dimensions of analysis, whose values were ranked from excellent to poor, were obtained from the principal components and included in the Logit and Probit models. The results show three main components: 1) sustainability, where the probability of recommending the place decreases by 2.06%; 2) services, where the probability of recommending decreases by 2.21%; and 3) competitiveness, where the willingness to recommend decreases with a probability of 2.32%. The relevance of this work lies in its contribution to decision-making aimed at strengthening the destination's sustainability, competitiveness, and loyalty strategies.

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