Eco-destination image, environment beliefs, ecotourism attitudes, and ecotourism intention: The moderating role of biospheric values

Abstract

This study examines the relationship between eco-destination image, environment beliefs, ecotourism attitudes, eco-behavioral intention, and ecotourism intention while also exploring the moderating role of biospheric values within the context of the Values-Identity-Personal (VIP) theory. The research aims to understand the correlation between these variables and the motivational forces driving individuals toward ecotourism. Drawing on a sample of 683 respondents from a well-known emerging eco-destination, Mang Den, the study tests the hypotheses using structural equation modeling. The findings reveal that eco-destination image, environment beliefs, and ecotourism attitudes significantly impact ecotourism intention. The moderating effects of biospheric values are also discovered in this study. The results of this study provide a theoretical framework for future research that integrates the VIP theory into the ecotourism context. The findings can be useful for policymakers and ecotourism operators in developing strategies that promote sustainable tourism by targeting tourists' values.