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The new habits of tourist consumption favor the rise of cultural tourism, either as the primary or complementary offer of a destination. Therefore, it is necessary to deepen the study of the behavior of cultural tourism demand. This research aims to develop a structural model that allows measuring the main variables that affect the satisfaction and loyalty of the internal demand of the cultural tourist to a heritage destination. The results are helpful for the design of tourism management. The hypotheses posited have been tested using non-linear structural equations (SEM), estimated with data from the National Statistics Institute on internal demand for cultural tourism in Spain (n = 18,024). The results confirm the importance of socio-cultural variables and the tourist’s experience on fidelity to the visited destination. Furthermore, the negative relationship between the repetition of the visit and satisfaction is striking.

The Internal Demand of Cultural Tourism: Understanding Satisfaction and Fidelity to Destination in Spain through a Non-Linear Structural Model