Análisis de satisfacción de los visitantes del Museo y Parque Arqueológico Pumapungo

Abstract

The valuable role of museums in the tourism sector determines the importance of offering their visitors quality services; in turn, it forces to consider high expectations they have about tourist experiences, and that are increasingly demanding in terms of excellent services. This has generated the need to rethink tourism activities and analyze if the enhancement of their resources yields good results. Thus, the traditional way of managing a museum has been left in the past, it is necessary to establish a community that enjoys exceptional experiences, and allow the visitor to interact with their senses to highlight the capacity for admiration and illusion. This study shows that the Pumapungo Museum and Archaeological Park does not analyze the satisfaction of its visitors, and from this, establishes as its general objective, to identify the level of satisfaction of its visitors in the period 2021-2022. The research approach was mixed, descriptive and cross-sectional, which allowed

to diagnose the current tourism management of the museum through semi- structured interviews and the measurement of the satisfaction of its visitors through

the application of surveys based on the SERVQUAL model. The data obtained were analyzed through descriptive and inferential statistics with the Wilcoxon, Pearson Chi Square and Cross Tables statistics. Among the results obtained, it is evident that there is dissatisfaction of visitors about the quality of service received at the Pumapungo Museum and Archaeological Park. Keywords: Satisfaction. Quality. Perception. Museum. SERVQUAL.