Abstract
In the last years, the tourism sector has been affected by the crisis generated by COVID-19, so this prompted to rethink new strategies that bring with them the appropriate parameters and recommendation. The objective of the research was to analyze the influence of tourist satisfaction and loyalty towards a tourist destination of beaches and medicinal lagoons. The research used a non-experimental, correlational design, the technique used was the survey and as an instrument a questionnaire applied to a sample of 300 tourists. The results indicated that retired women were the most frequent visitors to the tourist destination. Also, 51% of the tourists responded that the tourist destination did meet their expectations, and wi th respect to loyalty, tourists would repeat the visit. Finally, if the satisfaction increase, loyalty also increase, therefore, it exists a positive correlation between the tourist satisfaction and loyalty to the tourist destination.
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