Factors of visitor satisfaction in museums of Puerto Varas, Chile: Valued attributes and visitor profile

This study analyzes the factors that determine visitor satisfaction in museums located in an emerging tourist destination, an area still underexplored in the literature on cultural tourism.Using a quantitative approach, data from 380 on-site surveys in Puerto Varas, Chile, were analyzed through descriptive statistics, chi-square tests (with Cramer's V), and multiple linear regression.Results reveal a distinct visitor profile: predominantly non-resident tourists (61.8%), young (68.4% aged 18-34), and highly educated (79.5% with higher education).While recreational (33.6%) and cultural (32.1%) motivations prevail, significant associations with age, education, and gender were found (p < .05).Crucially, the regression model identifies that global satisfaction (M=5.85/7) is primarily driven by the story behind objects (=0.163,p<.01), the exhibition objects themselves (=0.137,p<.01), and infrastructure (=0.110,p<.05).Segmentation analysis further uncovers divergent patterns, where narrative content significantly predicts satisfaction for women and residents, while men and non-residents prioritize tangible attributes.It is concluded that visitor satisfaction depends on the interaction between museum environment attributes and visitor characteristics, providing guidelines for differentiated management in emerging cultural destinations.