The Effect of Cultural Literacy among Cultural Centers’ Staff on the Satisfaction of Foreign Tourists (Case Study: Espinas Persian Gulf Hotel)

Document Type: Original Article

Authors

1 Associate Professor of Management and Planning of Cultural Affairs, North Tehran Branch, Islamic Azad University, Tehran, Iran

2 M.A. in Cultural Management and Planning; North Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

The purpose of this study was to investigate the cultural literacy of Spinas hotel staff and its role on the satisfaction of foreign tourists. The study type was descriptive-analytical and surveying. The statistical population of the research was 350 employees of the Spinas Hotel and 200 foreign tourists. Sample size was set by total numbering, and sampling method was random obtained as 184 and 183 by Cochran formula respectively. The data were analyzed using a researcher-made questionnaire and analyzed by descriptive statistics (frequency distribution tables and frequency percentage) and at the inferential level to test the research hypotheses (t-test, ANOVA and multivariate regression), it was analyzed using SPSS23 software.
The results of multivariate linear regression analysis of variables of information literacy, media literacy and intercultural literacy with dependent variable of satisfaction of foreign tourists indicate that this relationship is statistically significant and the main hypothesis of the research (there is a relationship between cultural literacy of staff of cultural centers and the satisfaction of foreign tourists) was confirmed. It was also found that among the variables introduced in the regression model, the variable of intercultural literacy had a greater effect on the satisfaction of foreign tourists of Spinase Hotel, and the variables of information literacy and media literacy are the next effective variables respectively.

Keywords


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