The role of air quality for reaching tourism environmental sustainability: A segmentation approach based on visitors' pro-environmental behaviors

Abstract

Due to the growing awareness concerning environmental problems, specifically air pollution, it is crucial to understand the relationship between perceptions of air quality and the pro-environmental behaviors of visitors. This study segments visitors based on self-reported pro-environmental behaviors. A survey was carried out in Portugal (N = 602). Three clusters with different pro-environmental profiles emerged: eco-transportation seekers; environmentally committed visitors; and environmentally insensitive visitors. Differences were detected among the clusters regarding pro-environmental behaviors at home, environmental attitudes, perception of the destination air quality, and perception of the impact of air quality on health, as well as sociodemographic and travel characteristics.