Crowding Perception at the Archaeological Site of Tulum, Mexico: A Key Indicator for Sustainable Cultural Tourism

Just before the lockdown caused by the SARS-CoV-2/COVID-19, the archeological sites close to the Mexican Caribbean were having an exponential number of visitors. The restrictions on traveling due to the pandemic resulted in a decrease in the number of visitors; however, the visitor flow is rising again. This scenario provides a historical opportunity to carry out strategies towards the visitor’s management as well as to awake consciousness of the damage caused by the excess of visitors in cultural heritage sites. Establishing limits on the number of visitors is a well-recognized strategy to achieve sustainability in a cultural heritage site. An excess of visitors has an impact on two elements: the cultural resource and the quality of the visitor experience. Crowding perception has been demonstrated to be an effective indicator to evaluate the visitor experience and to determine standards of quality in cultural and natural sites. The place of origin of visitors is among the sociodemographic factors that can affect crowding standards. This study used a quantitative questionnaire based on normative theory and a visual method to identify the crowding standards of national and international visitors at the Mayan archaeological site of Tulum located in the vicinity of the Mexican Caribbean resort of Cancun. The results show that general visitor acceptability decreases as the number of people increase. International visitors are less tolerant to crowding than national visitors as they show the most restrictive acceptable level of people at the same time at the archaeological site. Findings are discussed in terms of their management implications for the development of a tourism-carrying capacity framework for cultural sites, thereby contributing to the achievement of more sustainable cultural tourism.