Personal Values and Institutional Support as Drivers of Ecotourism Intention: Evidence from Sub-Saharan Africa

Tourism’s unsustainable consumption patterns contribute significantly to global warming and environmental degradation, highlighting the urgent need for sustainable practices such as ecotourism. This study examines how environmental values influence ecotourism intentions among tourists in Nigeria and investigates the moderating role of institutional support in shaping these relationships. Specifically, it explores the impact of biospheric, altruistic, egoistic, and hedonic values on ecotourism behavioral intentions and assesses how institutional frameworks, policies, and campaigns amplify or dampen these effects. Data were collected from 390 ecotourists, identified through their engagement with ecotourism content on social media, and analyzed using structural equation modeling (AMOS v.23). Results indicate that biospheric, altruistic, and hedonic values significantly and positively predict ecotourism intentions, underscoring the role of nature concern, social welfare, and enjoyment in motivating sustainable tourism behavior. Notably, institutional support negatively moderated the relationship between biospheric values and ecotourism intentions, but positively strengthened the link between altruistic values and intentions, suggesting nuanced effects of policy and regulatory interventions. These findings highlight that developing Nigeria’s ecotourism sector requires aligning offerings with tourists’ value orientations: those motivated by environmental stewardship, concern for others, or the pursuit of enjoyment are naturally inclined toward ecotourism, while individuals driven by self-interest can be nudged toward sustainable behavior through targeted institutional initiatives. The study offers practical and theoretical insights into the interplay between personal values, institutional mechanisms, and ecotourism adoption, providing guidance for policymakers and tourism stakeholders seeking to foster sustainable tourism in emerging markets