Purpose – This study explores how perceived quality of life in a destination—specifically environmental and social dimensions—is related to destination brand loyalty and brand value. The local population plays a key role in shaping and sustaining a strong destination brand through their lived experiences. Methodology/Approach – A survey was conducted from December 2023 to February 2024 with 217 residents from two tourist destinations in Split-Dalmatia County. Destination brand equity was assessed through brand loyalty and brand value, while quality of life was measured via environmental and social factors. The analysis also considered demographic differences based on gender, education level, and location. Findings – Both environmental and social quality of life are significantly and positively related to destination brand loyalty and brand value. Gender differences emerged with environmental quality relating to loyalty among females more strongly than males. Educational background and location also moderated perceptions of brand value. Originality – Set against the backdrop of rising tourism pressure and overtourism, this study offers new insights into how residents’ quality of life is related to destination branding. By examining micro-locations, it emphasizes the importance of context and demographic variation in shaping brand perception, offering a more resident-centered perspective to destination management.