The purpose of the research was to analyze the dimensions of Tourism Capacity as an element of the Performance of the Tourist Destination through a case study in Guaymas, Sonora. The methodological process was based on the documentary review to define the indicators of tourism capacity; likewise, the probabilistic and random sample formed by the various tourism service providers in the region was determined and the Multivariate Analysis technique was used to accept the research hypothesis. It is concluded that the Tourist Capacity can be formed by: tourist attractions, accessibility to the site, a tourist influx, public safety, tourist equipment, diversity of the tourist offer, urban planning and tourism regulations to achieve the performance of the Tourist Destination.

El objetivo del presente estudio fue evaluar la visión ecológica empresarial de los prestadores de servicios turísticos conformada por la planeación ecológica empresarial y por la inversión en ecología; y su la relación con la responsabilidad social y con la mercadotecnia sustentable. Se optó por le método cuantitativo no experimental con un análisis estadístico multivariante inferencial, utilizando el modelo de Regresión Lineal Múltiple para la aceptación o rechazo de las hipótesis de investigación. La muestra fue probabilística aleatoria, estratificada conformada por los prestadores de servicios turísticos del destino de Bahías de Huatulco, en Oaxaca y en el Municipio de Guaymas, Sonora en México. Se concluye que al trabajar desde la lata dirección con una visión ecológica empresarial, se impactará positivamente en la Responsabilidad Social y en la mercadotecnia sustentable de los empresas prestadoras de servicios turísticos.

The results presented in this study related the factor of organizational culture with innovation for the development of small tourist businesses (SMEs) in the municipality of Caborca, Sonora. For which an exploratory analysis of the model, was made to subsequently analyze the Association of variables through the model of the Chi-square and thus be able to check the predictive and explanatory power of the same by means of Probit and Logit analysis. The collection of data was used as measurement instrument a structured questionnaire was administered to managers or entrepreneurs of tourism SMEs in the municipality of Caborca, Sonora. Where was the reliability of the instrument for measuring, the R² and significance of the model Chi square statistical analysis was used to identify the relationship and association between the variables of the proposed model, obtaining the coefficient Gamma with a strong correlation between the variables, as well as Gamma, Probit and Logit values, acceptable values for the relationship between the dependent variable and the independent variable was observed. A higher rate and robustness of prediction of the variables with acceptable significance was also obtained.