This study’s objective is to offer factual proof of the role of individual performance in the relationship between innovation culture and quality of work life (QWL) to improve marketing performance. The object of this research is the tourism sector, using a sample of small and medium-sized enterprises (SMEs) employees with criteria included in the tourism industry such as tourism places, hotels, restaurants, travel agencies, etc. in the East Java region, Indonesia. Based on the sample criteria and having gone through sample selection, a total of 1320 respondents were obtained. Partial least squares structural equation modeling (PLS SEM) is used as a data analysis tool. The results showed that individual performance was significantly influenced by innovation culture and QWL, besides that marketing performance was significantly influenced by individual performance, this is in accordance with Mardiatmi and Pinem (2021). The implication of this research is the importance of a culture of innovation and QWL to improve individual performance which will have an impact on marketing performance so that SMEs can grow rapidly and win
the competition.