Abstract
This qualitative study aims to determine the visitor's characteristics of the Mayan villages, members of the tourism brand called “Maya Ka'an” in Quintana Roo, Mexico. This is in order to contribute to the project so that it can focus its efforts towards a specific segment positioning interested in cultural and natural attractions that the area offers. Due to special features of each integrated in this study communities and the fact that this is a first approximation in an attempt to characterize the customer, it was determined using a convenient sample and applying instruments over 6 months for further analysis.
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