Air pollution and destination image: an optimal combination effect on international tourists’ behaviours

In recent years, air pollution has emerged as a crucial factor in tourists’ destination choices. This study explores how factors such as destination image, risk perception, awareness and concern, and efforts to reduce air pollution influence the holistic image of destinations affected by air pollution. A quantitative approach with multi-analytic processes is used for an in-depth examination of the data. The results indicate that the research model effectively explains the crucial role each variable plays in shaping the holistic image of destinations with air pollution issues. Therefore, this study makes novel contributions both theoretically and practically. It not only integrates destination literature with sustainable tourism perspectives in the context of air pollution but also emphasises the importance of destination environmental management in improving air quality and establishing a positive destination image.