Tourism is one of the main economic activities that, worldwide, has grown exponentially, opening venues to generate a series of new services that aim at satisfying the needs of consumers. Therefore, the ‘free walking tour’ becomes a new alternative that allows tourists to visit sites of major interest without costs involved. Thus, the ‘free walking tour’ is a new alternative to do cultural tourism and has been incorporated into the touristic offer for the city of Cuenca. The research herein analyzes the ‘free walking tour’ option in the city of Cuenca, its main characteristics, the profile of the tourists who use the ´free walking tour’ as well as the customer satisfaction level with such option.
