چکیده:
هوش فرهنگی؛ توانایی یک فرد را برای موفقیت در کارهای متنوع و تنظیمات فرهنگی (سازمانی، قومی، ملی و بینالمللی) تعیین میکند. در این راستا این عامل، به عنوان مانعی برای جلوگیری از تعارضات و تناقضات فرهنگی به شمار میآید. لذا هدف پژوهش حاضر، بررسی رابطه هوش فرهنگی با ارزش درک شده گردشگری پایدار در گردشگران خارجی ورودی به شهر یزد میباشد. پژوهش حاضر با توجه به هدف، کاربردی و با توجه به نحوه گردآوری دادهها، از نوع پژوهشهای توصیفی- همبستگی محسوب میشود. جامعه آماری پژوهش شامل تمامی گردشگران خارجی ورودی به یزد در دو بازه زمانی فروردین و آبان 1397 بودند که با استفاده از روش نمونهگیری غیر احتمالی در دسترس، 260 نفر به عنوان نمونه پژوهش (138 نفر مرد و 122 نفر زن) انتخاب شدند. همه گردشگران پرسشنامههای هوش فرهنگی و ارزش درک شده گردشگری پایدار را تکمیل کردند. پس از محاسبه روایی و پایایی ابزارها، دادهها با استفاده از روشهای آماری آزمون همبستگی پیرسون و مدل معادلات ساختاری تحلیل شدند. یافتهها نشان داد که هوش شناختی، فراشناختی، انگیزشی و رفتاری اثر مستقیم و معناداری بر ارزش درک شده عملکردی، معرفتی و عاطفی دارد و همچنین تأثیر آنها بر بعد عاطفی ارزش درک شده نسبت به ابعاد عملکردی و معرفتی بیشتر است. یافتههای فرعی پژوهش نیز نشان دادند که در بین طبقهبندی گردشگران نمونه پژوهش شامل (اروپایی، آسیایی، آمریکایی و استرالیا- اقیانوسیه) گردشگران آمریکایی، بالاترین هوش فرهنگی و گردشگران آسیایی، پایینترین میزان هوش فرهنگی رادارند.
IntroductionCultural intelligence defines the ability of an individual to succeed in diverse tasks and cultural settings (institutional, ethnic, national, and international). In this regard, this factor is considered an obstacle to the prevention of cultural contradictions. This study investigates the relationship of cultural intelligence with the perceived value of sustainable tourism in foreign tourists entering Yazd.MethodologyThe present study is descriptive- correlation concerning the purpose, and according to the data collection method. The study population consisted of all foreign tourists coming to Yazd in April and November 2018 that 260 people were selected as a sample (138 males and 122 females) using the non-probabilistic sampling method. Two questionnaires of cultural intelligence and the perceived value of sustainable tourism have been used to collect data. Cultural intelligence questionnaire consists of 11 items and cognitive, metacognitive, motivational, and behavioural subscales; and perceived value of sustainable tourism questionnaire consists of 19 items and performance, emotional, and epistemic subscales which both questionnaires are graded with a 5-point Likert scale from strongly disagree (1) to strongly agree (5). The total number of questionnaires distributed in this study was 270, of which 260 were usable after the questionnaires were collected and reviewed by the researchers. In order to measure reliability, a prototype consisted of 30 pre-test questionnaires, and then using the data obtained from the questionnaire, the reliability coefficient was calculated by Cronbach's alpha test, which for the variables (0.858) for cultural intelligence and (0.873) was obtained for the perceived value of sustainable tourism. These numbers indicate that the questionnaires are reliable and, in other words, have the necessary reliability.Results and discussionThe findings indicate that cognitive cultural intelligence on the perceived functional value of sustainable tourism (γ 11= 0.81, t= 6.19, pConclusionFindings showed that motivational and behavioural metacognitive intelligence directly and significantly affect the perceived value of cognitive and emotional function. Also, their effect on the emotional dimension of perceived value is greater than the functional and epistemological dimensions. The sub-findings of the study also showed that among the classification of tourists in the study sample (European, Asian, American, and Australian Oceanic), American tourists have the highest cultural intelligence and Asian tourists have the lowest level of cultural intelligence. What results from the study of the hypotheses is that familiarity with the culture, customs, taboos and political, and economic rules of the destination country. And even the origin of other tourists, has facilitated communication with other tourists and residents, and subsequently, the pleasure of interaction, socialization in a foreign culture and satisfaction with this, according to the results of the present study, is directly related to the emotional dimension of perceived value, which ultimately has a positive effect on tourism destination and finally, intercultural communication between the host community and tourists makes a satisfying trip for tourists. In general, the study of the effect of variables such as cultural intelligence in all its dimensions on the perceived value variable and increase the satisfaction of foreign tourists and confirmation of this direct and significant effect by statistical results, is a practical and new finding, which can be very effective in the development of peaceful and sustainable tourism in Iran with foreign countries and reduce the context of cultural conflicts.