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Health, Wellness and Tourism: healthy tourists, healthy business ...

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Figure 2 Image positions of five European destinations by non-wellness <strong>and</strong> wellness<br />

travellers<br />

The competitive positions for the European destinations can be summarized as following:<br />

Distances between the two traveller segments are particularly strong along Dimension 1,<br />

however much larger among Slovenia, Croatia <strong>and</strong> Italy compared to Montenegro <strong>and</strong><br />

Bulgaria, both destinations which are rather in an early stage of their tourism life-cycle. Social<br />

aspects (favouring the Bulgarian <strong>and</strong> Italian image) <strong>and</strong> “relaxing”, “many attractions”,<br />

“country-specific food” (favouring the Slovenian image by wellness travellers) are profiling<br />

the second dimension. Cultural diversity together with the flavour of romance determines the<br />

stretch along the third dimension setting Croatia distinctly apart from the four other<br />

destinations.<br />

Conclusions <strong>and</strong> Recommendations<br />

The study aimed at replicating the applicability of the measurement of destination images<br />

through proxy beneficial prototypes in the light of a category-based processing paradigm. The<br />

replication of Tapachai <strong>and</strong> Waryczak’s (2000) study about Thail<strong>and</strong> <strong>and</strong> the USA followed

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