Between Sea, Sand, and Self: A Structural Model of Tourist Intention in Parangtritis Coastal Tourism

Abstract Introduction. Although coastal tourism continues to attract scholarly interest, studies on consumer behaviour in sand dune coastal settings – particularly those that integrate self-congruence, destination personality, destination image, and novelty seeking – remain notably limited. This study addresses this gap by developing a structural model that explores the psychological and perceptual drivers of visit intention in Parangtritis Sand Dunes, a symbolically sacred and environmentally sensitive destination on the southern coast of Yogyakarta, Indonesia. Rooted in self-congruence theory and destination branding literature, the study incorporates six key constructs: destination personality, self-congruence, novelty seeking, perceived value, destination image, and visit intention. Material and methods. Data were collected from 246 valid respondents aged 17 and above who were aware of the site’s existence. A convenience sampling approach was employed using both personal outreach and WhatsApp distribution. All constructs were measured on a six-point Likert scale. Analytical procedures included exploratory factor analysis, AVE, reliability testing, and hypothesis testing using structural equation modelling. Results. Self-congruence significantly influenced destination image, perceived value, and visit intention. Destination personality impacted destination image, and perceived value strongly affected visit intention. However, novelty seeking and destination image did not significantly influence perceived value and visit intention, respectively. These findings suggest that emotional alignment and symbolic resonance with the destination – more than thrill-seeking impulses – drive responsible tourist behaviour. Conclusions. This study contributes to the discourse on sustainable tourism by emphasizing the importance of internal psychological alignment and identity-based branding in fostering meaningful and sustainable engagement with culturally and ecologically fragile coastal destinations.