“…Hence, it is recognized that air pollution contributes to increase respiratory diseases (Guo et al, 2019; Tao et al, 2014), and provokes many deaths (World Health Organization, 2020). In some previous research it is argued that air pollution increases the adoption of pro‐environmental behaviors (Guo et al, 2020; Sajjad et al, 2020), although there is a lack of empirical evidence about the impacts of AQ in the tourism context, particularly regarding visitors' behaviors (Eusébio et al, 2022). The segmentation method applied in this study intends to explore whether groups with distinct pro‐environmental behaviors also differ in other characteristics, including perceptions of AQ and of the impact of AQ on health, revealing a potential relationship between these perceptions related to AQ and pro‐environmental behaviors, and offering a novel and alternative approach to the existing segmentation studies in the tourism field.…”