An evaluation of the Matmata Region (Southeastern Tunisia) from the perspective of cultural tourism within the scope of sustainable tourism

Sustainable tourism and cultural tourism are key to preserving heritageand promoting socio-economic development. Matmata, an important cultural tourism destination with its troglodyte architecture and Berber culture, is no exception. However, sustaining tourism development is a major challenge. This study, using a quantitative method, aims to assess international touristbehaviors towards sustainable tourism in Matmata by examining 3 main hypotheses and their 20 sub-hypotheses. The first hypothesis tests whether tourist demographic characteristics will influence tourist revisit intention to Matmata, using difference tests. The second hypothesis tests the relationship between tourists' attitude towards Matmata's nature and culture and responsible behavior, tested through correlation analysis. The third hypothesis explores the effect of positive contact with residents on tourists' satisfaction and revisit intention, with regression analysis. Data were gathered from 402 usable responses of international tourists in 2024. Factor analysis was conducted for 7 dimensions of sustainable tourism perception to ensure the validity and reliability of the measurement model. The results show that tourists with a positive heritage perception of Matmata are likely to exhibit responsible behaviors, reduce their environmental impact, and support conservation activities. In addition, positive interaction with locals enhances the satisfaction of tourists and increases the chances of revisit. The tourists with increased income are more likely to agree on additional fees for heritage conservation. These findings highlight the integration of sustainable development principles in Matmata's tourism policy. Effective management, local involvement, and tourist awareness are key to balancing heritage conservation and tourism development. Policy implications are presented to policymakers and other stakeholders in the tourism sector to ensure Matmata's long-term sustainability. Keywords: Sustainable Tourism, Cultural Tourism, Matmata, Tourist Behaviors, Heritage Conservation.