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The authors' approach to quality is in contrast to the usual view found in economics. They analyse the quality of tourism as a system which includes final consumption, product‐based market services, the natural environment and cultural resources at no cost, and the impact of the local society, all from the macroeconomic point of view. They point out that if optimal use is to be made of resources in the sense of achieving sustainable system quality, this use must be compatible with carrying capacity.