SUSTAINABLE TOURISM PRACTICES: TOURIST SUSTAINABLE BEHAVIOR INTENTION IN NORTH SULAWESI INDONESIA

Abstract The emergence of sustainable tourism aims to balance of meeting the needs of tourists, preserving the environment, and the well-being of local communities. This study examines tourists’ sustainable behavioral intentions when visiting destinations in North Sulawesi, focusing on the relationships between destination personality, destination attachment, and self-congruity. This study employed a quantitative research approach and utilized a correlational research design to examine the relationships among the proposed variables. To ensure the findings could be generalized, a sample of 250 respondents was selected using a convenience sampling method. The findings confirm that destination personality influences both destination attachment and self-congruity, however, destination personality, destination attachment and self-congruity do not directly drive sustainable behavior intention.