ABSTRACT Purpose The purpose of this paper is to conduct an analysis of the relationships existing among three basic constructs in the visitor’s decision-making process (motivation and satisfaction) in a tourist destination that is a World Heritage Site, such as the city of Lima (Peru). Bearing in mind the perception of heritage by the foreign visitors, four types of tourists were determined: alternative tourists, cultural tourists, emotional tourists and heritage tourists. Design/methodology/approach This research uses the multivariate technique of grouping cases (K-means clusters) to analyse the similarity existing among the surveyed persons. From the groups or segments obtained, statistics and measurements of association were applied, which provide the information necessary to study the possible trends of association existing between variables from a table of bidimensional contingen...