Abstract
Due to the process of globalization, travel has become much more affordable, so tourists have the opportunity to visit foreign and even some exotic destinations. Market research helps travel agencies in formulating a marketing strategy, which should attract tourists and ensure their satisfaction, which ultimately enables the service provider to make a profit. The purpose and goal of the research is to determine whether cultural intelligence as a push-factor implying the desire of tourists to learn a foreign language, and get to know other cultures and their value systems and cultural heritage as a pull-factor implying touring buildings, and cultural monuments of other countries, influence the choice of foreign tourist destinations. Furthermore, the research examines whether the influence of these variables from the aspect of a demographic characteristic of age is more pronounced in respondents belong to generation Z compared to the generation X respondents. The sample includes 208 respondents from the Republic of Serbia. After statistical processing of the data, the obtained results show that variables have a statistically significant positive impact on the choice of foreign tourist destinations, and that their impact is more pronounced in generation Z respondents compared to those of generation X, so the research provides useful information to marketers and travel agencies.
Highlights
For tourismand hotel service providers, information on what factors influence tourists when choosing the destination they went to visit is crucial (Anderson et al, 2009)
From the previous research and the aim of this study, the third hypothes is is defined: H3: The influence of the cultural intelligenceof tourists and cultural heritage on the choice of foreign tourist destinations is more pronounced in the respondents who belong to Generation Z compared to the respondents belonging to Generation X
Theresults showed that the influence of cultural intelligence of tourists and cultural heritageon thechoice of foreign destinations is more pronounced in the respondents who belong to Generation Z compared to the respondents belonging to Generation X, so that theresearch hypothesis H3 was confirmed
Summary
For tourismand hotel service providers, information on what factors influence tourists when choosing the destination they went to visit is crucial (Anderson et al, 2009). Gaining new experiences, getting to know other cultures and communicating with the people who come from them are some of the main motives for tourists to visit foreign tourist destinations (Fong et al, 2019). An increasing number of young people, such as students and employees at the beginning of their business careers, want to strengthen their cultural intelligence by visiting foreign cultures, learning about thehistory and cultural heritage of other countries (Phau et al, 2014). Seoţanac et al (2019) state that young tourists, like students, develop a degree of cultural intelligence by traveling to foreign countries and getting to know other cultures. They often use the online booking platformwhen organizing trips. They often use the online booking platformwhen organizing trips. Saniţanin et al (2019) state that Serbia has a rich cultural heritage that needs to be promoted, on the one hand, and that there is a necessity to get to know the history of other countries, on the other. Zdravkoviš and Pekoviš (2020) state that Serbian tourists who have adequate financial resources want to gain new cultural knowledge by traveling to foreign countries, as well as to pay attention to environmental protection and stay in green hotels when traveling
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