Place Satisfaction and Place Attachment: quality of life implications for place marketing

Abstract

This study aims to understand the relationship between resident’s place satisfaction, place attachment and perceived quality of life. Preliminary analysis of previous studies has demonstrated that focus of place marketing has lied predominantly on applying traditional marketing tools to places, seeking to attract visitors, investors and new residents, with little emphasis on residents. This justifies our focus on residents. From a literature review, we propose a model of relationships between the constructs, empirically tested using structural equation modeling on a sample of residents from the cities of João Pessoa, Campina Grande, Guarabira, and its surrounding cities, in the state of Paraíba. Along with proposing a model, we have also tested and proposed a scale to measure place satisfaction. Hypothesis were confirmed, presenting place satisfaction and place attachment as predictors of perceived quality of life; a place satisfaction scale was developed and proposed; and specific factors contributing to overall place satisfaction were identified.