Self‐Transcendence and Self‐Enhancement Values as Drivers of Eco‐Travel Behavior. Implications for Business Strategies for Eco‐Tourism Sector

Ecotourism encourages environmentally friendly travel; however, little is known about the underlying value systems influencing travelers' choices and actions. This study uses a mixed‐method methodology that combines post hoc qualitative analysis with a large‐scale quantitative survey to examine the influence of multiple value dimensions on ecotourism attitudes and behavior. Drawing on the value–attitude–behavior (VAB) framework, the quantitative phase tests how altruism, biospheric values, tranquility, and need for achievement influence attitudes toward ecotourism, intention to visit eco‐destinations, and willingness to pay a premium. Results reveal that tranquility and achievement values are positively associated with ecotourism attitudes. Altruism and biospheric values do not significantly influence ecotourism attitudes. Ecotourism attitudes positively associate with intention to visit an eco‐destination, influencing willingness to pay. The post hoc qualitative study explains why tranquility and the need for achievement emerge as stronger drivers than environmental values and identifies boundary conditions, including convenience, trust, and social influence, that shape the link between attitude, intention, and behavior. Furthermore, insights from the qualitative study are used to develop a CRED framework (Credibility, Relaxation, Experience, and Distinction) that offers actionable business strategies for destination managers and eco‐tourism marketers. Finally, the findings of this study explain how value systems guide behavior and provide practitioners with tailored approaches to design and promote sustainable travel experiences.