Healthy and Sustainable . . . Even on Holiday? A Multi-Destination Analysis of Home Behaviors and Vacation Preferences

This study examines how health and sustainability principles shape tourists’ everyday lifestyles and vacation choices across three destinations. Cluster analysis identifies a substantial consumer segment inclined toward healthy and sustainable lifestyles. The findings suggest that sustainable consumption has evolved into a broader lifestyle that links environmental concerns with community engagement, social justice, personal growth, and well-being. Results from a discrete choice experiment show that this segment does not place a significantly higher premium on vacation attributes related to health and sustainability than other segments do when choosing a vacation, suggesting that these features have become a baseline expectation rather than a distinguishing factor. Results further indicate that destinations recognized for their established sustainability practices are more positively evaluated by this lifestyle-inclined group. Key implications include promoting sustainability as an integrated strategy to enhance quality of life and encouraging destinations and tourism providers to incorporate health and sustainability into experience design.