Demand and supply of sustainability in tourist destinations. The Profile of "4L Tourist" based on a research on CTS Travellers - The paper addresses the topic of destinations competitiveness, considering the opportunities offered by sustainability-oriented strategies to achieve competitive advantages in terms of differentiation. The paper shows the results of a research carried out to analyse motivations and behaviours of an emerging tourist segment: 4L Tourist. The survey, based on a population of more than 20,000 travellers of CTS-Centro Turistico Studentesco e Giovanile in Italy, has allowed to reconstruct the tourist profile, and to verify some research hypotheses. Finally, the paper shows the main implications for destination management, and schedules the further steps of the research to hone the framework and deepen the characteristics of the actual and potential market represented by "4L Tourists".
Keywords: 4L Tourist, destination competitiveness, sustainability-oriented strategies, developed destinations