The Effect of Cultural Intelligence on the Special Value of the Tourism Destination Brand and its Consequences Regarding the Attitude and Intention to Visit the Destination

Abstract

The purpose of this research is to investigate the effect of cultural intelligence on the special value of the tourist destination brand and its consequences regarding the attitude and intention to visit the destination. This research is applied in terms of purpose, descriptive-correlation in terms of method, and survey-cross-sectional in terms of data collection. The tool for collecting information was a questionnaire and the statistical population of tourists visiting Yazd city. The validity of the questionnaire has been confirmed using experts' opinions, convergent validity test and divergent validity test, and the reliability of the questionnaire has been confirmed using simple reliability test (Cronbach's alpha) and composite reliability test (McDonald's coefficient). The data extracted from 84 supplementary questionnaires were analyzed using structural equation modeling in SmartPLS software and the results showed that cultural intelligence has a significant effect on the specific value of the tourist destination brand, the specific value of the tourism destination brand has a significant effect on the attitude towards the destination brand, the attitude The destination brand has a significant effect on the intention to visit the destination, the performance of the destination brand moderates the effect of the attitude towards the destination brand on the intention to visit the destination, cultural intelligence influences the attitude towards the destination brand through the special value of the tourism destination brand and finally the brand special value The tourist destination determines the intention to visit the destination through the attitude towards the destination brand.