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The research analyzes the profile of the national and foreign tourists visiting a recognized destination of Chile: La Serena. Based on a field study applied to 920 tourists, their sociodemographic, behavioral, motivational and satisfaction attributes are contrasted. The results reveal a tourist of homogeneous demographic qualities, who travels to the area motivated by the desire to disconnect from the everyday life and by the tourist reputation of the city. The main differences between the types of tourists are found in the socioeconomic level and behavioral aspects of travel such as the planning time, expenses and the use of internet resources. Also, a high degree of visitors satisfaction was found based on the beauty of the city, the hospitality of the residents and the quality of the gastronomy. While, in the other hand, the public transport service, the guide and tourist information available and price-quality relationship are the least valued attributes. It concludes, in regarding to the need to enhance the tourism in the area by generating tourist products according to the particular profile of the visitor and their satisfaction determinants. Keywords: tourist profile, segmentation variables, tourist attributes, tourist satisfaction, La Serena (Chile) RESUMEN La investigacion analiza el perfil del turista nacional y extranjero que visita la ciudad de La Serena: reconocido destino turistico de Chile. En base a un estudio de campo aplicado a 920 turistas, se contrastan sus caracteristicas sociodemograficas, conductuales, motivacionales y atributos de satisfaccion. Los resultados develan un turista de cualidades demograficas homogeneas, que viaja a la zona impulsado por el animo de desconectarse de lo cotidiano y por la reputacion turistica de la ciudad. Las principales diferencias entre los tipos de turistas, se hallan en el nivel socioeconomico y aspectos comportamentales de viaje como el tiempo de planeacion, gasto registrado y uso de recursos de internet. Se encontro, ademas, un alto grado de conformidad de los visitantes basado en la belleza de la ciudad, la hospitalidad de los residentes y la calidad de la gastronomia. Mientras que el servicio de transporte publico, la guia e informacion turistica disponible y la relacion calidad-precio son los atributos menos valorados. Se concluye respecto de la necesidad de potenciar el turismo de la zona mediante la generacion de productos turisticos acordes al perfil particular del visitante y de sus determinantes de satisfaccion. Palabras clave: perfil del turista, variables de segmentacion, atributos turisticos, satisfaccion del turista, La Serena (Chile) Received: 2020-02-25 Accepted for publication: 2020-04-30 Published: 2020-05-30

Characterization of the national and foreign tourist who visits the city of La Serena, Chile