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Poverty represents an enormous global challenge and an indispensable requirement for sustainable development, particularly in developing countries (United Nations Division for Sustainable Development (UNDSD), 2015; World Commission on Environment & Development, 1987). As a consequence, all actors in society, including firms, are expected to show goodwill and accept a level of responsibility in alleviating poverty (Barkemeyer & Figge, 2014;

The attractiveness of tourism destinations is a topic of great interest to researchers and professionals wishing to understand the ability of destinations to attract and satisfy tourists. However, there is a lack of consensus on the attributes that could explain the attractiveness of destinations, attributes that can also vary according to the tourist product under analysis. An importance–performance–satisfaction approach is adopted, to identify the attributes that are important for tourists travelling to enjoy wellness vacations, assess the performance of Gran Canaria in those attributes and analyze the possible association between the performance of Gran Canaria and tourist satisfaction. Copyright © 2013 John Wiley & Sons, Ltd.