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.

摘要

尽管空气污染对人们行为的影响越来越大，但很少有人关注游客对空气污染事件的行为意图。了解游客的行为对于制定有效的营销策略和防止对游客和目的地造成破坏性后果至关重要。本文基于在葡萄牙中部地区进行的游客调查 (N = 625)，基于游客对假设的空气污染事件的行为意图进行了细分分析。获得了具有不同行为意图的两个集群。在对环境的态度、风险认知、旅行行为和社会人口统计资料方面发现了不同群体之间的差异。