The quality of tourism services is a crucial element for the development and growth of companies; globalisation implies the need for information for decision-making in a competitive world. This research aimed to analyse the dimensions and criteria of the quality of service offered by tourism providers in the Magical Town of El Fuerte, Sinaloa. The methodology is quantitative, descriptive and cross-sectional. It is based on an analysis of the perception of the service provided using five dimensions with different criteria established in the SERVQUAL model and analysed under the SERVPERF model. A total of 383 surveys were applied to tourists and visitors who consumed services in the different establishments; the instrument consists of 24 items: 22 of them to evaluate the quality of service and two to know the price-service relationship and quality of service in general on a Likert scale; t...