Abstract
ABSTRACT Air quality (AQ) is gaining considerable visibility within the tourism sector. However, despite several studies analysing the impact of tourism activities on the AQ of destinations, little is known about the inverse relation. This paper analyses the role of AQ on travel planning and the factors influencing it, specifically the influence of environmentally friendly daily behaviours and concerns with AQ impacts on visitor health. To accomplish this, a questionnaire survey (N = 834) was carried out to visitors. Two Principal Component Analysis (PCA) and two multivariate regression models were used to identify the factors influencing the role of AQ in travel planning. Results reveal that despite AQ not having a substantial role in travel planning of tourism activities, the environmentally friendly daily behaviours of visitors have a positive influence on the role of AQ in travel planning. The paper ends with some theoretical and practical implications.
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