Hierarchical pattern analysis of tourist environmental compensation: Evidence from the Canary Islands

Abstract

This study applies a hierarchical pattern analysis to examine how tourists' carbon offset willingness intersects with behavioural profiles. Using FP-Growth on data from nearly 80,000 visitors to the Canary Islands (2022−2023), it shows that carbon offsetting is shaped not only by environmental values but also by cognitive engagement, planning autonomy, and dependence on mass-tourism infrastructures. The analysis identifies four tourist profiles, from non-compensators with routinized behaviours to highly proactive tourists integrating sustainability into their consumption. The study proposes targeted policies such as opt-out defaults, symbolic eco-incentives, loyalty schemes, and participatory governance. Findings highlight the need for multi-layered sustainability strategies that move beyond binary classifications of environmental commitment.