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.

本研究探讨了生态目的地形象、环境信念、生态旅游态度、生态行为意图和生态旅游意图之间的关系，同时探讨了价值-身份-个人（VIP）理论背景下生物圈价值观的调节作用。该研究旨在了解这些变量与推动个人生态旅游的动机之间的相关性。该研究以来自著名新兴生态目的地芒登的 683 名受访者为样本，利用结构方程模型检验了这些假设。研究结果表明，生态目的地形象、环境信念和生态旅游态度显着影响生态旅游意图。这项研究还发现了生物圈价值的调节作用。本研究的结果为未来将 VIP 理论融入生态旅游背景的研究提供了理论框架。研究结果对于政策制定者和生态旅游经营者制定通过瞄准游客价值观来促进可持续旅游业的战略很有用。