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ABSTRACT Destinations' competitiveness would be enhanced if organizations or destinations could provide appropriate supply components and benefits that suit diverse market segments. Under the circumstance of tourists' unknown attitudes toward the healthy-living component, this study unveils characteristics related to healthy-living market segments and their relating to the tourism system's supply components. Two segments are delineated based on the Healthy-Living Attitudinal Scale and profiled with healthy-oriented destination attributes, sources of information, travel experiences, and general demographics. The main managerial implications that can be derived from this study are the following: (1) cluster one (High Healthy-Living Conscious segment) has more concerns about healthy-oriented destination services and products, (2) special interest (healthy-living) magazines, agencies, and brochures are found to be viable sources of travel information when it comes to establishing a destination's communication strategies, and (3) destinations' marketers who target business travelers, and the convention and meetings market should pay closer attention to these travel segments in order to increase their business competitiveness.
Hallab et al. (2003) studied this question.