Cultural tourism is a fundamental element for the economic development of some local communities. There are many factors that can influence the success of this type of tourism, but any action or strategy implemented should be closely tied to ensuring tourist satisfaction. This research focuses on a heritage destination of an archaeological nature, and aims to analyse the destination image formation as well as the influence of this image on tourist satisfaction. The results show that the affective component is more relevant than the cognitive in the image of this destination formed by the tourist. The data were collected by means of a closed-ended questionnaire administered to tourists aged 18 and over, and were analysed using P.L.S.-S.E.M. methodology. These analyses provide useful information for the planning of future tourism marketing strategies; to that end, recommendations have been made regarding how to improve the provision of services and the management of these types of heritage sites.

A key goal for society as a whole is the pursuit of well-being, which leads to the happiness of its individual members; as such, it is of critical socioeconomic relevance. In this regard, it is important to study which factors primarily affect the happiness of the population. In principle, these factors are associated with income level and residential and job stability, or more specifically, citizens’ quality of life. This research, which is based on a multidimensional concept of quality of life, uses a regression model to explain the dependence of Spaniards’ happiness on the well-being or quality of life provided by their work, their family situation, their income level and aspects of their place of residence, among other factors. The data were collected through an anonymous survey administered to a representative sample of Spanish citizens. The methodology used approaches the intangible concept of happiness as resulting from different individual and social causes selected from dimensions addressed in the literature, and calculates their effects or importance through regression coefficients. One of the findings is that people with the highest level of well-being or quality of life in the most important dimensions mostly claim to be happy. With respect to gender, it has a significant influence on the dimensions included in the model of citizen happiness and on personal issues. It is also shown that the outbreak of the Covid-19 pandemic negatively influenced the quality of life of Spanish citizens and therefore their happiness.

Sustainable tourism, in the cultural context, is a fundamental element for the economic development of some local communities. There are many factors that can influence the success of this type of tourism, but any action or strategy adopted should be closely related to the satisfaction of the tourist. This research focuses on a heritage destination of an archaeological nature, and is aimed at analyzing the profile of the cultural tourist and his/her level of satisfaction after visiting the site. Information was collected using a closed questionnaire given to tourists. An ANOVA analysis has been used to determine the relationship between sociodemographic characteristics and satisfaction, with significant results found in relation to gender and income level. This study has helped to highlight what underlies the differences in tourists’ post-visit satisfaction. These analyses have provided information that can be used in the planning of future sustainable tourism marketing strategies; thus, this study provides some recommendations on how to improve the provision of services and the management of these types of heritage elements.