Effect of Hofstede cultural dimensions on citizens' satisfaction with tourism activities (Case study: Babolsar city)
The aim of this study was to investigate the relationship between the cultural values of Babolsar citizens and their satisfaction with tourism activities. The present study is applied in terms of purpose and descriptive-analytical in methodological view. The sampling method of this research is simple randomization. The statistical population of the study is the citizens of Babolsar, of which 382 were selected using the Cochran's formula. The research questionnaire was developed from standard questionnaires related to Hofstede cultural dimensions and satisfaction with tourism. For the first time, the present study measured the relationship between Hofstede dimensions and citizen satisfaction. SPSS software was used to perform descriptive tests and Inferential statistics of the research were done by PLS software. The results showed that the cultural values of citizens have a significant relationship to their satisfaction with tourism activities and this relationship was observed in three components of the six studied dimensions, including individualism/ collectivism, long/short-term orientation and indulgence/restraint. The city of Babolsar is a society with a cultural balance in the distribution of power, strong uncertainty avoidance, individualism, balance with a tendency towards feminism and a long-term and extremist orientation.
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