Visita al Museo de las Momias en el destino turístico de Guanajuato

Abstract

The objective of the research was to analyze the visit to the Museum of the Mummies of Guanajuato (MUMOG) to determine patterns of behavior and inquire if the dark heritage of the mummies encourages visiting the tourist destination. The State of Guanajuato and the museum occupy the fifth and third position respectively at the national level of visits, so it is important to analyze and study these phenomena. A quantitative and descriptive method was used by applying 392 surveys conducted to visitors in order to identify the sociodemographic profile, behavior patterns to the site and the city. From the visit to the museum: factors such as knowledge of the museum, reasons, companions, repetition, facilities, satisfaction and recommendation; regarding, the visit to the tourist: destination, reasons, activities, accommodation, expense, recommendation and repetition were analyzed. The study allowed to detect the behavior pattern of the visits to the museum and to the city of Guanajuato. The data show that visitors already know about the museum since before arriving at it. In fact, they come to the city with the purpose of visiting it and few people visit others attractions of the city. Of those interviewed, almost half go to the museum to meet the mummies exclusively, half are satisfied with the visit, 70% would recommend visiting it and more of the half would return to Guanajuato. The cultural and dark heritage of the mummy collection is an enhancer of Guanajuato’s tourist destination. It is recommended to look for a strategy of positioning the place and brand for Guanajuato based on the MUMOG. This work recommends the tactic of corporate museum. As future lines of research, the museum and its results should be studied economically, as well as specific aspects such as quality and experience in the museum.