Zahra KouchakI Motlagh; Ali Hasani; Mehrnooshoosh Bastenegar
Abstract
Tour guides are considered as one of the key players within the tourism supply chain, serving as direct interfaces with visitors and acting as cultural mediators between diverse cultures. They exert a significant influence on tourists' intentions for repeat visits. Nowadays, tourists are not merely seeking ...
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Tour guides are considered as one of the key players within the tourism supply chain, serving as direct interfaces with visitors and acting as cultural mediators between diverse cultures. They exert a significant influence on tourists' intentions for repeat visits. Nowadays, tourists are not merely seeking basic information from guides, as they can easily access such information online. Instead, they are in search of creative, authentic, interactive experiences with participatory learning, demanding the presence of creativity in tour guides. Consequently, guides need to demonstrate new forms of creativity in their performance. Creativity is a pivotal aspect for achieving professional success in the realm of tour guiding. The depth of their professional knowledge and their creative abilities significantly impact the quality of tours and the portrayal of destinations. As cultural intelligence is one of the critical dimensions of creativity, this research aims to explore the relationship between cultural intelligence and the creativity of tour guides. Using a library review method, it examines the role of cultural intelligence, its dimensions, and indicators. Ultimately, it presents a conceptual framework for fostering the creativity of tour guides, grounded in the principles of cultural intelligence.
Mohammad Reza Asadi Zarch; Mohammad Najjarzadeh
Abstract
This study examined the relationship between cultural intelligence and managers’ performance of travel agencies. The study is applied research in terms of objectives, and this is correlational descriptive research in terms of collecting and analyzing data. The study population consisted of 500 ...
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This study examined the relationship between cultural intelligence and managers’ performance of travel agencies. The study is applied research in terms of objectives, and this is correlational descriptive research in terms of collecting and analyzing data. The study population consisted of 500 tour managers and guides in Isfahan province. The sampling method was the simple random sampling method, and the sample size was 217 managers and tour guides of the Isfahan according to Cochran`s formula. Data were collected by questionnaire and analyzed by Lisrel software, using structural equation modeling (SEM). Findings show a positive and significant relationship between tour managers' cultural intelligence and their performance in dealing with crises. Thus, the strategic importance of cultural intelligence in managers' performance while dealing with challenges has been approved. Furthermore, cultural intelligence is recognized as one of the factors influencing the prosperity of tourism by enhancing manager performance.