The Effect of Managers' Cultural Intelligence on Attracting Foreign Tourists: Case Study

Abstract

The Ever-increasing development of the tourism industry in the world and its effect on all economic, social, cultural, and political aspects of societies has doubled the importance of research in this regard. The aim of the present study is to explore the effect of managers' cultural intelligence on attracting foreign tourists. It is applicable from an objective aspect and descriptive-field from a methodological aspect. The statistical population included all foreign tourists in Shiraz during the time period of June-August 2015 and a random sampling method was employed for sampling. The sample size was estimated equal to 180. Having distributed the questionnaires, 166 questionnaires were acceptable and considered as the basis of conducting the research. Validity of the questionnaire was confirmed via face validity and its reliability was determined using Cronbach's alpha coefficient. More than 70% for all variables under study showed the suitable reliability of the questionnaire. Also, structural equation modeling was employed to test the hypotheses. The results indicated that there is a positive and significant relationship between dimensions of managers' cultural intelligence and attracting foreign tourists.