Tourist Sustainable Behavior of Marine Tourism Destinations in North Sulawesi

Abstract

One of the challenges of today's global climate change is caused by environmental degradation. Sustainable actions are needed including in the tourism industry to create sustainable behavior in order to create a sustainable tourism industry. The purpose of this study was to conduct a study of sustainable behavior of tourists visiting marine tourism destinations in North Sulawesi. The research method is quantitative in the form of a survey. The data taken is primary data with a sample of tourists visiting popular marine tourism destinations in North Sulawesi. Sampling is incidental and data analysis is inferential statistical data analysis. The findings of the study indicate that the UTAUT 2 model, namely the relationship between hedonic motivation, price value, and habit, influences sustainable behavior which is mediated by behavioral intention in tourists who care about sustainable marine-based tourism.