| Sumario: | Cartagena de Indias (Colombia) has remained the third city in the country where the largest proportion of national tourists converge, also presenting a growing increase in international tourist arrivals. To continue on this growth path, the local government and businessmen must concentrate their efforts on monitoring and increasing the satisfaction of tourists, in order to attract new visitors and retain those who have already visited the city. In this sense, the present work aims to show the results of the assessment of service quality in the city, based on the products and services offered and the identification of their attributes, in order to design recommendations and strategies that point to the improvement of the service in the destination, its promotion and image. This was achieved through the determination of the key factors of your stay and the intention of new visits by applying a structural equation model, establishing significant relationships between attributes and identifying the key elements that affect satisfaction. To carry out the study, 384 definitive surveys were applied to national tourists during the year-end season (2017-2018) that allowed the validation of the proposed model, with general conditions that will facilitate the evaluation of the Cartagena tourist service. It is concluded that the dimensions such as empathy, responsiveness and tangibility have an influence on satisfaction. In turn, satisfaction turned out to be a determining aspect of the future intentions of the national tourist.
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