ANALYSIS OF EFFICIENCY IN HOSPITALITY AND THE ROLE OF MAGIC IN THE MAGICAL PUEBLOS OF MEXICO
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Abstract
The efficiency of Magical Towns is evaluated through the performance of tourists' visits to their hotels and tourist attractions. Using a two-stage Data Envelopment Analysis model, efficiency in hospitality and the enchantment of destinations are analyzed, with a specific focus on cultural heritage as a tangible aspect of enchantment. Although magic is still seen as an illusion, it can be concretely observed in specific aspects such as local heritage, including museums and archaeological sites. Findings reveal hospitality efficiency in Magical Towns at 0.632, whereas enchantment efficiency remains notably low at 0.423. Although tourists are becoming increasingly interested in cultural destinations, once accommodated, the allure of tangible cultural heritage diminishes, failing to uniformly attract tourists to museums and archaeological sites. Therefore, while magic holds significance, integrating tangible cultural heritage more effectively within Mexico's Magical Towns is essential to bolster its relevance.
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