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

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.