Environmental responsibility as a value proposition: Segmenting coastal tourists through perceived destination environmental responsibility

Environmental responsibility is increasingly recognized as a key contributor to destination competitiveness, particularly in coastal tourism contexts where environmental quality is closely linked to visitor experiences. However, limited research has examined how tourists perceive environmental responsibility and how these perceptions can be used for market segmentation. Addressing this gap, this study conceptualizes Destination Environmental Responsibility (DER) as a perception-based construct and operationalizes it as a segmentation criterion. Using survey data from 1909 tourists in the Algarve (Portugal), cluster analysis identified three distinct segments: eco-engaged, eco-friendly, and eco-restrained. The results indicate that tourists generally evaluate environmental responsibility positively, particularly for cleanliness and environmental preservation. Importantly, DER provides a meaningful basis for segmentation, revealing differences in tourism profiles, satisfaction, and loyalty. Tourists with stronger environmental evaluations report higher levels of satisfaction and loyalty, suggesting that perceived environmental responsibility is associated with destination differentiation and competitiveness, as well as more positive tourism experiences and behavioral intentions. The study contributes to the literature by advancing DER as a perception-based, formative construct, extending segmentation research by positioning perceived environmental responsibility as a segmentation criterion, and demonstrating how tourists’ environmental evaluations can inform destination positioning. Heterogeneity in these evaluations is interpreted through the complementary perspectives of VBN, S–O–R, and TPB. From a managerial perspective, the findings emphasize the importance of visible, segment-specific sustainability strategies. By aligning environmental practices with different tourist profiles, destination management organizations may strengthen visitor satisfaction, loyalty, and competitive positioning in coastal tourism markets.