This chapter seeks to show that the contribution of environmental amenities to territorial development can only be effective if these amenities are jointly promoted by produits de qualit terroir and tourist services. The analysis is based on the example of two massifs in France: Bauges and Sancy. It is organised into three successive parts: amenities, the promotion of local quality products and amenities through tourism, rural tourism as an operating service for enhancing the value of amenities. The chapter concludes this analysis with an overview of the results obtained in methodological terms, the actual or potential development of amenities through local quality products and tourist services, and the forms of governance best suited to the development of rural areas. From a methodological perspective, the selected interdisciplinary approach proved to be particularly fruitful since it combined objective ecological approaches to describe the richness of the environments with cognitive approaches to reveal consumer's perception.