The Effect of Cultural Intelligence on the Intention to Visit the Destination According to the Mediating Role of the Attitude Towards the Destination

Abstract

In this research, the impact of cultural intelligence on the intention to visit the destination was investigated, considering the mediating role of attitude towards the destination. This research is applied in terms of purpose and descriptive survey. The statistical population of this research was made up of all the tourists visiting Yazd city, based on Cochran's formula, 385 people were selected as a sample. A standard questionnaire was used to collect information in this research, and its validity and reliability were confirmed. In this research, partial least squares method and smartPLS software were used for data analysis. The results of this research showed that cultural intelligence has a positive and significant effect on the intention to visit the destination. Also, the attitude towards the destination mediates this relationship.