Abstract
The research aims to investigate and explicate the ecotourism participation intention of tourists by merging the global identity phenomenon within the conceptual framework of value-basis theory for environmental concern. It delineates the transformative role of adopting global identity on values and consumption habits. To fulfill the aim, research hypotheses are tested using a database derived from the viewpoint of 374 tourists having participated in some form of leisure activity in the preceding 12 months. Hypothesis testing is conducted via PLS-SEM. It is revealed that global identity plays an outstanding role in terms of the predictive ability of motivation factors - normative, altruistic, and biospheric. What is more, both biospheric and normative motivation appear to enhance the intention to participate in ecotourism-type travel. As for altruistic motivation, it is seen to have an insignificant effect on ecotourism-related participation intention.