Tourism Marketing As a Tool to Improve Quality of Life Among Residents

  • Natalia Vila-Lopez
  • Ines Küster-BoludaEmail author
  • Jose Trinidad Marin-Aguilar
Part of the Applying Quality of Life Research book series (BEPR)


Quality of life can be achieved improving certain subjective factors, such as attitudes, rather than emphasize objective factors. The born of this concept and the concern to use systematic and scientific methods for its evaluation are relatively recent.

Based on this premise, this chapter aims to analyze from a theoretical point of view, how certain tourism measures could improve both city-brand attitudes and sustainability attitudes among city residents’, with the final purpose to increase their quality of life.

The philosophy of quality of life can be used to determine the effectiveness of the marketing mix, as far as each part of the mix should have a positive impact on quality of life. Thus, the quality of life from a marketing point of view starts with the devolvement of market products able to generate long-term benefits and to minimize negative effects; promoting favorable city-brand attitudes and sustainability attitudes among city residents’. All of this with a final purpose: improving their quality of life.

That is, the quality of life can be achieved by applying tourism marketing strategies capable of affect attitudes among citizens. On one hand, the attitudes towards sustainability (if tourism strategies are built based on economic, social and/or environmental sustainability) and, on the other, the attitudes towards the city-brand (as long as the public institutions use these strategies to strengthen a destination brand). The ultimate goal is to improve the quality of life as far as better attitudes lead to higher levels of quality of life among residents.


Quality of life Tourism Experiential marketing 


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2019

Authors and Affiliations

  • Natalia Vila-Lopez
    • 1
  • Ines Küster-Boluda
    • 1
    Email author
  • Jose Trinidad Marin-Aguilar
    • 2
  1. 1.Marketing Department, Faculty of EconomicsUniversity of ValenciaValenciaSpain
  2. 2.Marketing DepartmentCentro de Ciencias Económicas y AdministrativasZapopanMexico

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