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Journal of Travel & Tourism Marketing Volume 38, 2021 - Issue 6
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Research Article

Visitors’ behavioural intention towards an episode of air pollution: a segmentation analysis

Maria João Carneiroa Govcopp - Research Unit in Governance, Competitiveness and Public Policy, and Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, Aveiro, PortugalCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-1682-6857
ORCID Icon,
Celeste Eusébioa Govcopp - Research Unit in Governance, Competitiveness and Public Policy, and Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, Aveiro, PortugalORCID Iconhttps://orcid.org/0000-0002-2220-5483
ORCID Icon,
Vitor Rodriguesa Govcopp - Research Unit in Governance, Competitiveness and Public Policy, and Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, Aveiro, PortugalORCID Iconhttps://orcid.org/0000-0002-0266-6354
ORCID Icon,
Margarita Robainaa Govcopp - Research Unit in Governance, Competitiveness and Public Policy, and Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, Aveiro, PortugalORCID Iconhttps://orcid.org/0000-0002-7919-5888
ORCID Icon,
Mara Madalenoa Govcopp - Research Unit in Governance, Competitiveness and Public Policy, and Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, Aveiro, PortugalORCID Iconhttps://orcid.org/0000-0002-4905-2771
ORCID Icon,
Carla Gamab CESAM - Centre for Environmental and Marine Studies, and Department of Environment and Planning, University of Aveiro, Aveiro, PortugalORCID Iconhttps://orcid.org/0000-0001-9193-0374
ORCID Icon &
Alexandra Monteirob CESAM - Centre for Environmental and Marine Studies, and Department of Environment and Planning, University of Aveiro, Aveiro, PortugalORCID Iconhttps://orcid.org/0000-0001-8182-3380
ORCID Icon show all
Pages 622-639 | Received 13 May 2021, Accepted 12 Aug 2021, Published online: 31 Aug 2021
 
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ABSTRACT

Despite the growing influence of air pollution on people’s behaviour, little attention has been given to visitors’ behavioural intentions towards air pollution episodes. Understanding visitors’ behaviours is crucial in developing effective marketing strategies and preventing damaging consequences for both visitors and destinations. This paper presents a segmentation analysis based on visitors’ behavioural intentions towards a hypothetical episode of air pollution, based on a visitor survey (N = 625) applied over the Central Region of Portugal. Two clusters with different behavioural intentions were obtained. Differences were found between groups regarding attitudes towards the environment, risk perceptions, travel behaviour and sociodemographic profile.

Acknowledgments

Thanks for the financial support are due to FCT/MCTES through national funds, and the co-funding by FEDER, within the PT2020 Partnership Agreement and Compete 2020, for the ARTUR project (POCI-010145-FEDER-029374) and CESAM (UIDB/50017/2020+UIDP/50017/2020)

Disclosure statement

No potential conflict of interest was reported by the author(s).

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