<p>Peru’s cultural and archaeological heritage is a key factor in attracting tourists and visitors to various regions and cities throughout the country. Lambayeque, a famous city in northern Peru, was the cradle of the Moche culture, which developed in the early intermediate period between 200 BC and 650 AD. Its legacy attracts visitors and tourists to the tombs of a Moche ruler preserved in the Royal Tombs of Sipan Museum, which has been little studied in terms of visitor satisfaction. The objectives of this research were to identify the satisfaction of tourists visiting the museum, its impact on the image of the region, and its implications for the recommendation of the museum and the country. A self-administered questionnaire was distributed in the museum, in which the responses of 240 tourists were collected. The five proposed hypotheses were confirmed, and using the structural equation model (PLS-SEM), it was determined that satisfaction with the museum visit positively influences the image of the destination, as well as the recommendation of the museum itself and of Peru. The results contribute to professionals and researchers in the constant monitoring of the quality of the guided tour, hygiene and tourist information services, visitor transportation, safety during the museum visit and at the tourist destination, and offer personalized attention according to the age of visitors, as these factors have a significant impact on visitor satisfaction and directly affect their perceptions and intentions to return, which in turn influences their travel plans to Lambayeque and Peru.</p>