Journal of Service Science and Management, 2017, 10, 280-308 http://www.scirp.org/journal/jssm ISSN Online: 1940-9907 ISSN Print: 1940-9893 DOI: 10.4236/jssm.2017.103023 June 23, 2017 Tourism Marketing: Measuring Tourist Satisfaction Juan Carlos Castro 1 , Mauricio Quisimalin 1 , Carmen de Pablos 2 , Viviana Gancino 1 , Jessica Jerez 1 1 Marketing Department, Universidad Técnica de Ambato, Ambato, Ecuador 2 Legal and Social Sciences Department, Universidad Rey Juan Carlos, Madrid, España Abstract The research was aimed at identifying and validating determinants of tourist satisfaction. The study area was the provinces of Chimborazo, Cotopaxi, Pas- taza, Tungurahua, defined in Zone 3 of Ecuador, which transcended their geostrategic commercial position in the center of the country. In this context, the main objective of the study was to measure tourist satisfaction and to eva- luate its determinants defined in variables such as product, price, distribution and tourist service as secondary axes of scope and transversal design. The sample synthesized an unknown sampling frame of 610 random tourists, rep- resentative sample where a semi-structured personal survey of 34 questions was applied considering 46 moderate variables and 9 classification variables. The statistical techniques used correspond to the partial least squares (PLS) method to give consistency to four items of product, two of the price, three of the distribution, one of the promotion and finally five of the service that al- lowed. All this was validated with the internal consistency of the model through composite relativity (CR), and Cron Bach's alpha, convergent validity was analyzed using the mean variance extracted (AVE), the structural model was examined through the coefficient Of determination (R2) and the Path (β) values, determined that this relationship is positive and consistent between variables of infrastructure, attention, cleanliness of the establishment and availability of parking; food and fun; ease of finding places and availability of service information; gastronomic and cultural tourism, positive tourism expe- rience, successful choice of destination, fulfilled expectations, repetition of the trip and recommendation of destination. Keywords Tourist Satisfaction, Product, Price, Distribution, Promotion and Touristic Service How to cite this paper: Castro, J.C., Qui- simalin, M., de Pablos, C., Gancino, V. and Jerez, J. (2017) Tourism Marketing: Mea- suring Tourist Satisfaction. Journal of Ser- vice Science and Management, 10, 280-308. https://doi.org/10.4236/jssm.2017.103023 Received: April 4, 2017 Accepted: June 20, 2017 Published: June 23, 2017 Copyright © 2017 by authors and Scientific Research Publishing Inc. This work is licensed under the Creative Commons Attribution International License (CC BY 4.0). http://creativecommons.org/licenses/by/4.0/ Open Access