In the tourism sector you can find some factors from which are deducted by the need to satisfy desires, cultural integration, entertainment and motivational. Factors related to the demanding, economic, cultural and social units among others are important for the sector, since this plays an important role in society, therefore, it must be taken into account in which place the activity will be developed, as well as having a natural framework to make a particular tourism highly attractive and the combination of these factors are vital for the decision process. The behavior of consumers goes beyond the economic entity are people who feel, want, perceive everything by the sense, at first glance can choose a place for its landscape, thus satisfying the pleasures of life that are multiple to choose depending of your taste, personality, price, quality of care. Tourists seek to share a moment of happiness with their loved ones, friends or simply interact with other cultures and exchange knowledge through a business trip. Each one of you has an adventurer's soul that requires you to go beyond the limits, to know, to enjoy, to fulfill yourself as a person, to risk knowing the unknown, to give spaces to history, to the evolution that you have had, of your diversities. In this sense, the present project aims to identify the determining factors for decision making of consumers of tourism services offered in the city of Santa Marta and it is developed under a type of documentary research, with non-experimental design and transectional.