Abstract
This research addressed the general problem of the limited characterization of the tourist profile of visitors to the Cascadas del Milagro (Miracle Waterfalls) in the Pujilí canton, a situation that hinders tourism planning, service improvement, and decision-making based on real information. The overall objective was to analyze the tourist profile to generate relevant information that would allow for an understanding of their sociodemographic characteristics, motivations, and behaviors, and contribute to better tourism management of the destination. Methodologically, the study was developed using a quantitative approach, with a descriptive, correlational, and cross-sectional design. A structured questionnaire was administered, covering six dimensions: travel motivations, destination image, perceived quality, memorable experience, perceived value, loyalty, and future intentions. The sample consisted of 380 tourists, selected through simple random probabilistic sampling. The results showed a market segment of young adults, predominantly urban, with frequent family visits, moderate spending, and a strong influence of social media. Furthermore, a positive perception of the destination, high levels of satisfaction, and a strong relationship between satisfaction and the intention to return were identified. It was concluded that strengthening the tourist experience, service quality, and digital promotion is key to improving local tourism management.
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