Happiness and Quality of Life (QoL) have been receiving attention since many of the
social ills have been reduced in the Western World. Happiness is considered one of the
contributors to good QoL: if a community has happy citizens, their QoL is viewed as
generally good (Veenhoven, 1997). In the same way, tourists’ happiness and QoL have
become an important and interesting issue of research. However, measuring tourists’
happiness is a changeling problem. In this paper we present research on measuring
tourists’ happiness. First, we have developed a model to explain the effect of different life
domains on tourists’ happiness. Results indicated that both satisfaction with their family
life and satisfaction with their jobs and activities play a significant role in determining
overall happiness. After that, we have developed a model to identify which QoL factors
influence tourists’ happiness. Results indicated that both present tourists’ QoL and QoL
of their friends have a significant effect on tourists’ general happiness. A survey sample
of tourists in the Algarve was used to test binary logistic regression models to detect
factors affecting the probability of being at a specific level of happiness
