nature-based tourism (nBt) is vulnerable to a rapid increase in visitors because natural resources are often open access. Market failure caused by over-exploitation of natural resources is an example of social dilemmas in common-pool resource systems. Game theory, which describes people's decision making under conflicts, has been applied to the analysis of social dilemmas in NBT. However, previous studies use non-cooperative games assuming individualistic players and discuss the emergence of social dilemmas only in a limited situation. Here, we demonstrate, by developing a two-player non-cooperative game of wildlife viewing, that the traditional game-theoretic approach fails to find social dilemmas. By analysing the competition between tour operators (players) with different social value orientations (SVOs), we found that concentration of tours becomes a Pareto-inefficient Nash equilibrium (PINE) when both players are competitive. Whether the wildlife-viewing market is a Prisoner's dilemma depends on players' SVOs. Furthermore, we found that fair punishment on competitive players promotes rather than suppresses the emergence of pine. our results suggest that the diversity of SVos is an essential factor in understanding social dilemmas in nBt. Tourism demand has been rapidly increasing in recent years. According to the World Travel and Tourism Council 1 , travel and tourism contributed USD 8,272 billion (at 2017 constant prices and exchange rates) to world GDP in 2017. The amount is expected to reach USD 12,450 billion in 2028. Meanwhile, many tourism destinations face a rapid increase in visitors with the associated problems: degraded tourist experiences, damage to nature, and threats to culture and heritage 2. Nature-based tourism (NBT) is vulnerable to overcrowding because natural resources are often open access. On an analogy with the tragedy of the commons 3,4 , we can imagine the tourism dilemma as follows: (1) Self-interested tourism firms increase tour supply to maximise their benefits. (2) Over-exploitation of natural resources happens, undermining the basis of NBT. (3) The economic value of NBT decreases, and the payoff allocation to tourism firms becomes inefficient. The tourism dilemma is an example of social dilemmas in common-pool resource systems 5-7. Game theory, which describes people's decision making under conflicts, is a useful tool to analyse social dilemmas in common-pool resource systems 8. There are many game-theoretic studies in the fields of fisheries, water resource management, and climate change 9-11. Game theory is not widely applied to NBT, but several studies discuss tourism dilemmas based on non-cooperative games. For example, Sobhee and co-workers 12 use the Prisoner's dilemma to represent the conflict between fishers and water-sport operators in a marine park. Blanco and co-workers 13 propose a strategic-form game structurally different from the Prisoner's dilemma, pointing out that many tourism firms voluntarily engage in resource conservation. In another paper 14 , they demonstr...