Sustainability is now seen as a strategy used to encourage tourism. The objective of this research is to analyse the success factors of sustainable tourism in the southern region of the State of Sonora, Mexico. The research was carried out in 2018. The methodology used was qualitative, explanatory and non-experimental, that is, a multiple case study (Guaymas, Isla Huivulai and Alamos). It was concluded that the natural and cultural beauty, security and accessibility, as well as the environmental protection of the area were rated as important by 20% of respondents. Moreover, the business profile of the residents of a particular location with tourism potential and the accessibility of the place were rated as important by 10%. The implications of this are that as sustainable tourism projects are implemented, a variety of aspects will have to be considered in the tourism programme, also ensuring good management in order to achieve suitable conditions. In addition, governments should be encouraged to offer facilities and regulations to contribute to the improvement of these projects.

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.

The main objective of the investigation was to determine the level of quality of the service provided in the food and beverage establishments of Huatabampo Sonora. The methodology used in this research work has a quantitative approach and is descriptive non-experimental cross-section. Therefore, a documentary investigation was carried out to give theoretical support to the selected instrument. He multidimensional quantitative model called Dineserv, developed by Stevens, Knutson and Patton, (1995) cited by Guzmán and Cárcamo (2014), derived from the Servqual or Service Quality methodology of the authors Parasuraman was used to perform the service quality assessment , Zeithaml and Berry (1985). The results showed that the food and beverage establishments evaluated have a high level of service quality. To mention other results you can say that the contingency tables showed no significant differences in the age and gender of the subject in relation to the perception of service quality. Finally, it is observed that there is a significant positive correlation between the dimensions.