The Impact of Air Quality on the Tourism Industry: Measuring Stakeholder Subjectivity in Mures County Using the Q Methodology

This study examines the perceptions of stakeholders regarding air quality and how it influences the tourism industry, exploring the relationship between air quality and travel decisions, the impact of air pollution on tourism demand, sustainable rural tourism development, and the level of air quality awareness in tourists' home countries. Utilizing the Q Methodology, based on Stephenson's theoretical concept of operative subjectivity, subjective perceptions and opinions of stakeholders in Mureș County regarding the impact of air quality on the tourism industry were measured. Data were collected through the Q-sort tool from a heterogeneous sample of 20 participants (P-sample) socio-demographically. The research highlights significant concern about air pollution and its impact on tourism and the environment, particularly in Târgu Mureș. The results reveal strong disapproval among the stakeholders, suggesting a common, homogeneous understanding of the importance of environmental protection and the need for a sustainable approach in the tourism industry and beyond. Three relevant factors were identified, including unfavorable perceptions regarding (1) the impact of pollution, (2) consensus on the importance of environmental conservation in sustainable tourism, and (3) diversity of perceptions regarding the impact of pollution on tourism demand and tourist satisfaction. The findings underscore the necessity of a balanced and genuine approach to promote sustainable and responsible tourism, considering similarities and differences in perceptions regarding the impact of pollution on tourism demand.