El municipio de Izamal ha presentado un dinamismo importante desde el nombramiento efectuado en 2002 como Pueblo Mágico por la Secretaría de Turismo. Esta circunstancia condujo a una transición económica del municipio, lo cual ha impactado en la economía y en las actividades que realiza la ciudadanía, siendo estas escasamente abordadas para la implementación de acciones que incidan en el crecimiento económico del municipio. Objetivo. identificar el impacto económico que representa el distintivo de Pueblo Mágico desde la perspectiva de la ciudadanía. El método integrado es de corte cuantitativo descriptivo, considerando el 95% de confianza para la determinación del tamaño muestral, con respecto a los instrumentos recabados; un 0,051 relativo al error de estimación, con una proporción a favor (p) y en contraparte (q) del 0,5, respectivamente. La población ha transitado primeramente de las actividades económicas tradicionales a la oferta de servicios, cuya dirección es la actividad turística. Del mismo modo, se observó una mejoría en la infraestructura física de los edificios de la zona centro de la localidad, la economía inmersa desempeñó un papel fundamental con la participación de los empresarios, comerciantes y principalmente de la población (ciudadanía) en conjunto. La afluencia turística representa beneficios económicos susceptibles para la economía de la población. Se identificó que el comercio de artesanías en 2021 no destaca un incremento significativo con relación al 2019, contrariamente al comercio de ropa típica y de los servicios de alimentos, como productos dirigidos hacia el turismo, que permiten la mejoría de ingresos de los ciudadanos. Conclusión. La difusión es un elemento fundamental para dar a conocer las acciones dirigidas hacia los ciudadanos del Programa Pueblos Mágicos que inciden en resultados tangibles para ellos. Contribuye a la generación de propuestas encaminadas a mejorar la percepción del programa y la implicación de la ciudadanía en él.

The micro-business in the Dzityá which is a suburb of Mérida, Yucatán, compete at a disadvantage against the big companies, being the quality in the service of the few competitive advantages that the owners can develop because they can establish close relationships with their customers given to the nature of these business. The objective of this research is to analyze the relationship that exists between the quality of the service and the client profile of the microbusiness of the Dzityá, Yucatán that do not belong to the artisanal branch. This is a research with a quantitative approach with a descriptive scope and a non-experimental cross-sectional design, the study population was 12 285 clients with a non-probabilistic sample of 373 clients out of a total of 12 micro-business from the Dzitya. For this study we used the modified SERVQUAL model, which allows us to assess the expectations and perceptions of clients in five dimensions such as: Tanglibes, Reliability, Responsivenesses, Assurance, Empathy. The model showed a general rating of -0.408 which means that customers expect more than they receive and by dimension the following qualifications were obtained: Tangibles (-0.680), Reliability (-0.433), Responsivenesses (-0.294), Assurance (-0.369) and Empathy (-0.265), which being negative represent that the micro-businesses studied are not able to fulfill the minimum attention that customers expect from them, so they do not feel satisfied with the service received. Regarding the profile of the owner, it was found that most of them are women (67%), between 34 and 41 years of age, with a minimum level of secondary education, in the case of clients, the majority are men (53%), in one Age between 18 and 41 years, most are employed in some company (64.9%), have secondary education (49%).

The family economy of women underwent a transit, which generated the closure of companies; the above-mentioned had an impact on the conversion of economic activities that women carried out in their localities to contribute to the family income. Therefore, the objective of this document is to analyze the women’s transition and economic contribution to family income throughout the Covid-19 pandemic for the establishment of economic activities that support the family economy. The results indicate that women who engaged in tourism activities, the major source of revenue for the town, went to businesses that were seeing a boom due to the use of social media or online sales; in addition, it was possible to identify the strong impact of the woman's role in the family economy, contributing with more than 50% of the income. The foregoing will allow the generation of action proposals aimed at women to strengthen the virtual commercial scenario used in the pandemic for the constant and growing circulation of businesses, as well as the sale of their products and services.