Document Type : Research Paper

Authors

1 Master student, Department of Tourism Management, University of Mazandaran, Babolsar, Iran

2 Associate Professor of Tourism Management, University of Mazandaran, Babolsar, Iran

3 Professor, Department of Social Sciences, University of Mazandaran, Babolsar, Iran

Abstract

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.
 
Introduction
Tourism is a global market in which the host and guest communities both have diverse cultures and interact with each other (Huang & Crotts, 2019). Cultural differences between communities can be seen as an attraction for deciding which tourist destination to choose. According to Hofstede's theory of cultural dimensions, the common cultural points of the people of a society can be achieved and based on this theory, the views and attitudes of the people of that society can be acquainted (Jung et al, 2017). On the other hand, cultural values are an essential part of the cultures of each region and affect other parts of it (Hassanzadeh, 1396). Further understanding of the culture of the host community and examining the dimensions and components affecting it can be effective in increasing the level of residents' satisfaction with tourism activities in a destination. The coastal city of Babolsar is one of the tourist areas of the country that has a long history of tourism and receives a large number of tourists every year (Khaksari et al, 1392).
Therefore, the main question of the present study is what is the relationship between the cultural values of Babolsar citizens and their satisfaction with tourism activities?
 
Materials and Methods
The purpose of this study is to investigate the relationship between the cultural values of Babolsar citizens and their satisfaction with tourism activities. This research is descriptive-analytical in terms of practical purpose and the sampling method of this research is simple random and the statistical population of the study, the citizens of Babolsar, 382 people were selected as a sample through Cochran's formula.
 
Discussion and Results
The results showed: The cultural values of the citizens of Babolsar have a significant relationship with their satisfaction with tourism. Thus, among the 6 dimensions of Hofstede's cultural values studied in this study, 3 components: individualism/ collectivism, long-term/ short-term orientation and indulgence/ restraint have a significant relationship with citizens' satisfaction with tourism. The findings of the present study are consistent with the findings of Hassanzadeh (1397) who studied the effect of cultural values on the perceived quality of health tourism services and concluded that the cultural dimensions of Hofstede have a positive and significant relationship with the perceived quality and the cultural values of tourists play a very important role in the quality of their perceived services of health tourism, but Findings from the present study with the findings of Radojevic et al (2019) who examined the hospitality culture of hotel staff in several countries studied based on two cultural aspects of Hofstede and concluded that the less individualism and extremism be, better service provided, does not match.
 
Conclusions
The results show that the cultural values of the citizens of Babolsar, which were measured by Hofstede theory of cultural dimensions, have a significant relationship with the level of citizens' satisfaction with tourism activities.
The culture of a society can also be examined by measuring its specific cultural values. In this study, the cultural values of the host community were measured according to Hofstede's theory of cultural dimensions. Based on the results obtained from the present study, the culture of Babolsar citizens can be interpreted as follows: The analysis of the research findings showed that Babolsar society is a society with a cultural balance in the distribution of power, avoiding strong uncertainty, individualistic, balanced with a tendency towards feminism, a tendency to long-term and extreme orientation.
The results of the research show that citizens have understood the positive and negative economic, environmental and social effects and to increase the level of satisfaction, the positive effects should be strengthened and the negative effects of tourism, which leads to a decrease in residents' satisfaction with tourism activities, should be more careful. Be. More attention to the welfare of residents, development of infrastructure, transportation and amenities and services, reduction of noise pollution and traffic control with better management and more detailed planning in the field of tourism, is effective in increasing residents' satisfaction with tourism activities. This issue has a significant impact on the lives of residents, especially during peak tourism times.

Keywords

آزاد ارمکی، تقی، شارع پور، محمود و صدیقی کسمایی، مینو. (1397). تحولات فرهنگی و اقتصادی مؤثر بر تغییرات شهری در بابلسر در دوره پهلوی اول. نشریه مطالعات فرهنگی و ارتباطات، دوره 19، شماره 44، 49 – 70.
احمدی، علیرضا، آجیلی، عبدالعظیم، فروزانی، معصومه و یزدان پناه، مسعود (1394). عوامل مؤثر بر رضایتمندی و حمایت ساکنان مناطق روستایی از گردشگری (موردمطالعه: شهرستان‌های مسجدسلیمان، اندیکا و لالی). دو فصلنامه مطالعات اجتماعی گردشگری، سال سوم، شماره ششم، 61 – 86.
بهبودی عیسی لو، سولماز. (1395). سنجش رابطه ارزش درک شده مقصد زیارتی با رضایت گردشگر خارجی مسلمان. پایان‌نامه کارشناسی ارشد، رشته دانشگاه علامه طباطبایی، دانشکده مدیریت و حسابداری.
پارچینی پارچین، صدیقه السادات. (1396). بررسی تأثیر ارزش‌های فرهنگی بر نگرش برند، هویت برند، ارزش ویژه برند و قصد خرید: موردمطالعه لوازم بهداشتی در شهر کرج. پایان‌نامه دوره کارشناسی ارشد رشته مدیریت بازرگانی، گرایش بازرگانی بین‌الملل، دانشگاه تربیت مدرس.
حسن‌زاده، رضا. (1397). تأثیر ارزش‌های فرهنگی بر کیفیت ادراک‌شده خدمات گردشگری سلامت (مطالعه موردی: شهر سرعین). پایان‌نامه کارشناسی ارشد رشته مدیریت بازرگانی، گرایش بازاریابی، مؤسسه آموزش عالی نوین اردبیل.
حسن‌زاده، سمانه. (1396). بررسی تأثیر ارزش‌های فرهنگی مصرف‌کنندگان بر ابعاد مزیت رقابتی پایدار (مطالعه موردی: مشتریان و مصرف‌کنندگان برندهای داخلی پوشاک در شهر تهران). پایان‌نامه کارشناسی ارشد رشته مدیریت بازرگانی، گرایش بازرگانی داخلی، دانشگاه ارومیه، دانشکده اقتصاد و مدیریت.
حسین زاده، علی حسین، نبوی، سید عبدالحسین و فاضلی پور، سیده منا. (1395). بررسی تأثیر ارزش‌های فرهنگی، شایسته‌سالاری و جامعه‌پذیری سازمانی بر اخلاق کار (موردمطالعه کارمندان دانشگاه شهید چمران اهواز). مجله جامعه‌شناسی ایران، 17(3)، 78- 108.
خاکساری، علی، ابراهیم نیا سماکوش، سعید، دامادی، محمد و معزز، وحید. (1392). ارزیابی تأثیرات اجتماعی- فرهنگی گردشگری شهری بر نحوه زندگی مردم شهر بابلسر. برنامه‌ریزی و توسعه گردشگری، سال دوم، شماره 7، 126-147.
راجی، سامان. (1397). مقایسه تطبیقی فرهنگ ملی کشورهای مختلف دنیا از منظر مدل فرهنگی شش بعدی هافستد. پنجمین همایش ملی پژوهش‌های مدیریت و علوم انسانی در ایران، تهران، 1- 20.
رفیعی، فرزانه. (1395). بررسی اثر تفاوت‌های فرهنگی بر هدف بازدید از مقاصد گردشگری از طریق متغیر میانجی ادراکات شخصیت برند. پایان‌نامه کارشناسی ارشد رشته مدیریت بازرگانی، گرایش بازاریابی، دانشگاه پیام نور، مرکز کرج.
گل پرور، محسن و حیدریان، سعید. (1396). نقش تعدیل‌کننده ارزش‌های فرهنگی در رابطه عدالت با رفتارهای انحرافی. راهبرد فرهنگ، دوره 10، شماره 40، 181 – 210.
محمد پور، نسیبه، رجب‌زاده قطری، علی، آذر، عادل و ضرغام بروجنی، حمید. (1397). تدوین مدل رضایتمندی جامعه میزبان از توسعه گردشگری (موردمطالعه: ساکنان شهر لاهیجان). گردشگری شهری، دوره 5، شماره 1، 127 – 141.
محمد زاده، پرویز، پناهی، حسین و صمدزاد، سعیده. (1396). تبیین عوامل مؤثر بر سطح حمایت ساکنان شهر تبریز از توسعه گردشگری (با تأکید بر ابعاد اجتماعی _ فرهنگی). فصلنامه علمی پژوهشی گردشگری و توسعه، سال ششم، شماره 10، 63 – 77.
ناطقی فر، جمیله. (1395). بررسی وضعیت تسهیم دانش بین مجموعه کارکنان کتابخانه‌های دانشگاه علامه طباطبائی بر اساس مؤلفه فرهنگی هافستد. پایان‌نامه کارشناسی ارشد رشته علم اطلاعات و دانش شناسی، دانشگاه علامه طباطبائی، دانشکده روانشناسی و علوم تربیتی.
نجاتی، وحید. (1393). طراحی معماهای اجتماعی - شناختی برای سنجش ارزش‌های فرهنگی و بررسی روایی آن. فصلنامه پژوهشات فرهنگی ایران، دوره هفتم، شماره 1، 51 – 68.
نژادشکوهی، فاطمه و دعایی، حبیب‌الله. (1393). تأثیر ابعاد فرهنگ هافستد بر اعتماد مشتری در خرید اینترنتی با میانجی‌گری ادراک مشتری از شرکت. مدیریت فرهنگ‌سازمانی، دوره 12، شماره 1، 105 – 123.
نصیری هنده خاله، اسماعیل. (1399). تأثیر کیفیت رفتار جامعه میزبان بر رضایت وفاداری گردشگران مطالعه موردی: مجتمع تفریحی بام سبز شهر لاهیجان. فصلنامه گردشگری شهری، دوره 7، شماره 2، 113 – 126.
نوقابی، مهدی. (1394). واکاوی رابطه‌های ابعاد فرهنگی هافستد و توسعه اقتصادی (شاخص‌های اشتغال، درآمد، سرمایه‌گذاری و شاخص‌های زندگی مردم)ایران. پایان‌نامه کارشناسی ارشد رشته علم توسعه اقتصادی و برنامه‌ریزی، دانشگاه فردوسی مشهد، دانشکده علوم اداری و اقتصادی.
ورهامی، ویدا و حامدی نسب، مریم. (1396). تأثیر فرهنگ بر رشد اقتصادی و گردشگری. فصلنامه میراث و گردشگری، دوره 2، شماره 5، 139 – 166.
یزدان پناه، مسعود و شکوهی، مهدی. (1398). بررسی آثار گردشگری بر رضایت ساکنان محلی با کاربرد نظریه‌ی سرریز پایین به بالا؛ نمونه‌ی موردی: منطقه‌ی کمردوغ. برنامه‌ریزی فضایی (جغرافیا)، دوره 9، شماره 2، 2-38.
Agodzo, D. (2015). Six Approaches to Understanding National Cultures: Hofstede's Cultural Dimensions. Intercultural Communication (COM). 1–11.
Ahmadi, A, Ajili, A., Forouzani, M., & Yazdanpanah, M. (2015). Factors affecting the satisfaction and support of rural residents of tourism (Case study: Masjed Soleiman, Indika and Lali counties). Bi-Quarterly Journal of Social Tourism Studies, Third Year, No. 6, 61-86. [In Persian].
Azad Armaki, T., Sharipour, M., & Sedighi Kasmaei, M. (2018). Cultural and economic developments affecting urban change in Babolsar in the first Pahlavi period. Journal of Cultural Studies and Communication, Volume 19, Number 44, 49-70. [In Persian].
Behboudy Isa Lu, S. (2016). Assessing the relationship between the perceived value of a pilgrimage destination and the satisfaction of a Muslim foreign tourist. Master Thesis, Allameh Tabatabai University, Faculty of Management and Accounting. [In Persian].
Buafai, Th., Khunon, S. (2016). Relationship between Hofstede’s Cultural dimensions and tourism product satisfaction. World Academy of Science, Engineering and technology International Journal of Economics and Management Engineering, 10 (8), 2994-2998. Doi: 5281/10/zenodo.1126533.
Eid, R., & El-Gohary, H. (2015). Muslim tourist perceived value in the hospitality and tour-ism industry. Journal of Travel Research, 54(6), 774-787.
El-Halaby, S., Hussainey, K., & Al-Maghzom, A. (2017). Multi-Disclosures in the Context of National Cultures: Evidence from Islamic Banks. Advances in Accounting Behavioral Research, Vol 20, 117–157. Doi: 1108/10/s1475-148820170000020005.
Ergün, G. & Kitapci, O. (2017). The impact of cultural dimensions on customer complaint behaviors: an exploratory study in Antalya/Manavgat tourism region. International Journal of Culture, Tourism and Hospitality Research, 12(1), 59-79. Doi: org/1108/10/IJCTHR-01-2017-0010.
Fakfare, P. and Wattanacharoensil, W. (2020). Impacts of community market development on the residents’ well-being and satisfaction. Tourism Review, Vol. ahead-of-print No. ahead-of-print. Doi: org/10.1108/TR-02-2020-007.
Golparvar, M., & Heidarian, S. (2017). The moderating role of cultural values in relation to justice with deviant behaviors. Culture Strategy, Volume 10, Number 40, 181 - 210. [In Persian].
Gursoya, D., Bogan, E., Dedeogl, B., Calıskan, C. (2020). Residents' perceptions of hotels' corporate social responsibility initiatives and its impact on residents' sentiments to community and support for additional tourism development. Ournal of Hospitality and Tourism Management, 117–128. Doi: https://sci-hub.do/1016/10/j.jhtm.10/2020.007.
Hallikainen, H., & Laukkanen, T. (2018). National culture and consumer trust in e-commerce. International Journal of Information Management, 38(1), 97–106. Doi: 1016/10/j.ijinfomgt.07/2017.002.
Hassanzadeh, R. (2018). The effect of cultural values on the perceived quality of health tourism services (Case study: Sarein city). Master Thesis in Business Management, Marketing Orientation, Ardabil Institute of Higher Education. [In Persian].
Hassanzadeh, S. (2017). Investigating the effect of consumers' cultural values on the dimensions of sustainable competitive advantage (Case study: Customers and consumers of domestic clothing brands in Tehran). Master Thesis in Business Management, Internal Business Orientation, Urmia University, Faculty of Economics and Management. [In Persian].
Hofstede, Geert. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, International Association for Cross Cultural Psychology, 2(1), 1–26. Doi: org/9707/10/2307-1014/0919.
Hosseinzadeh, A., Nabavi, A., & Fazelipour, M. (2016). Investigating the effect of cultural values, meritocracy and organizational sociability on work ethic (case study of employees of Shahid Chamran University of Ahvaz). Iranian Journal of Sociology, 17 (3), 78-108. [In Persian].
Huang, S., & Crotts, J. (2019). Relationships between Hofstede’s cultural dimensions and tourist satisfaction: A cross-country cross-sample examination. Tourism Management, 72, 232–241. Doi: 1016/10/j.tourman.12/2018.001.
Hussain, K., Ali, F., Ragavan, N. A., & Manhas, P. S. (2015). Sustainable tourism and resulting resident satisfaction at Jammu and Kashmir, India. Worldwide Hospitality and Tourism Themes, 7(5), 486–499. Doi: 1108/10/whatt-06-2015-0024.
Jung, T. H., Lee, H., Chung, N., & Dieck, M. C. (2017). Cross-cultural differences in adopting mobile augmented reality at cultural heritage tourism sites. International Journal of Contemporary Hospitality Management, 30(3), 1621–1645. Doi: 1108/10/ijchm-02-2017-0084.
Kanwal, S., Rasheed, M. I., Pitafi, A. H., Pitafi, A., & Ren, M. (2020). Road and transport infrastructure development and community support for tourism: The role of perceived benefits, and community satisfaction. Tourism Management, 77, 104014, 1–10. Doi: 1016/10/j.tourman.104014/2019.
Khaksari, A., Ebrahimnia Samakoush, S., Damadi, M., & Moazzez, V. (2013). Assessing the socio-cultural effects of urban tourism on the way of life of the people of Babolsar. Tourism Planning and Development, Second Year, No. 7, 126-147. [In Persian].
Laitinen, E., Suvas, A. (2016). Financial distress prediction in an international context: Moderating effects of Hofstede’s original cultural dimensions. Journal of Behavioral and Experimental Finance. Doi: http://dx.Doi.org/1016/10/j.jbef.11/2015.003.
Mee Thien, L., Thurasamy, R., Abd Razak, N. (2014). Specifying and assessing a formative measure for Hofstede’s cultural values: a Malaysian study. Quality & Quantity, Volume 48, 3327–3342. Doi: 1007/10/s11135-013-9959-5.
Mohammadpour, N., Rajabzadeh Qatari, A, Azar, A., & Zargham Borujeni, H. (2018). Developing a model of host community satisfaction with tourism development (Case study: Lahijan residents). Urban Tourism, Volume 5, Number 1, 127-141. [In Persian].
Mohammadzadeh, P., Panahi, H., & Samadzad, S. (2017). Explaining the factors affecting the level of support of Tabriz residents for tourism development (with emphasis on socio-cultural dimensions). Journal of Tourism and Development, Year 6, No. 10, 63-77. [In Persian].
Munyanyi, W., Chiromba, C., Diza, M., Magweva, R., & Muzvidziwa, D. (2018). Cultural dimensions and entrepreneurial performance interaction in small and medium enterprises in Zimbabwe. AD-minister. 65 – 84. Doi: 17230/10/ad-minister.4/33.
Nasiri Handeh Khaleh, I. (2019). The effect of the quality of behavior of the host community on the satisfaction and loyalty of tourists Case study: Bam Sabz recreational complex in Lahijan. Urban Tourism Quarterly, Volume 7, Number 2, 113 – 126. [In Persian].
Nateghifar, J. (2016). Investigating the status of knowledge sharing among Allameh Tabatabai University library staff based on Hofstede's cultural component. Master Thesis in Information Science and Knowledge, Allameh Tabatabai University, Faculty of Psychology and Educational Sciences. [In Persian].
Nejati, V. (2014). Designing socio-cognitive puzzles to measure cultural values and examine its validity. Iranian Cultural Research Quarterly, Volume 7, Number 1, 51-68. [In Persian].
Nezhad Shokouhi, F., & Doaei, H. (2014). The effect of Hofstede culture dimensions on customer trust in online shopping mediated by customer perception of the company. Organizational Culture Management, Volume 12, Number 1, 105 - 123. [In Persian].
Noghabi, M (2015). Analysis of the Relationships between Hofstede's Cultural Dimensions and Economic Development (Employment, Income, Investment, and People's Living Indices) in Iran. Master Thesis in Economic Development and Planning, Ferdowsi University of Mashhad, Faculty of Administrative and Economic Sciences. [In Persian].
Parchini Parchin, S. (2017). Investigating the effect of cultural values on brand attitude, brand identity, brand equity, and purchase intention: A case study of health supplies in Karaj. Master Thesis in Business Management, International Business Orientation, Tarbiat Modares University. [In Persian].
Radojevic, T., Stanisic, N., & Stanic, N. (2019). The culture of hospitality: From anecdote to evidence. Annals of Tourism Research, 79, 102789. Doi: 1016/10/j.annals.102789/2019.
Rafiei, F. (2016). Investigating the effect of cultural differences on the purpose of visiting tourism destinations through the mediating variable of brand personality perceptions. Master Thesis in Business Management, Marketing Orientation, Payame Noor University, Karaj Center. [In Persian].
Raji, Saman. (2018). A comparative comparison of the national culture of different countries of the world from the perspective of Hofstede's six-dimensional cultural model. Fifth National Conference on Management Research and Humanities in Iran, Tehran, 1-20. [In Persian].
Rojo, J., Everett, B., Ramjan, L. M., Hunt, L., & Salamonson, Y. (2020). Hofstede's cultural dimensions as the explanatory framework for performance issues during clinical placement: A mixed methods study. Nurse Education Today, 94, 104581, 1–8. Doi: 1016/10/j.nedt.104581/2020.
Schoefer, K., Wäppling, A., Heirati, N., & Blut, M. (2019). The moderating effect of cultural value orientations on behavioral responses to dissatisfactory service experiences. Journal of Retailing and Consumer Services, 48, 247–256. Doi: 1016/10/j.jretconser.02/2019.009.
Varhami, V., & Hamedi Nasab, M. (2017). The impact of culture on economic growth and tourism. Heritage and Tourism Quarterly, Volume 2, Number 5, 139-166. [In Persian].
Xiaomei, H. (2016). Apply Hofseted’s national culture dimension theory to analyze Chinese tourist behaviors in Portugal tourism. University Institute of Lisbon. Dissertation submitted as partial requirement for the conferral of Master in Entrepreneurship and Studies of Culture. Thesis identifier: 201493039. Doi: http://hdl.handle.net/10071/12698.
Yazdanpanah, M., & Shokouhi, M. (2019). Investigating the effects of tourism on local residents' satisfaction by applying bottom-up overflow theory; Case study: low-lying area. Spatial Planning (Geography), Volume 9, Number 2, 2-38. [In Persian].
Zhang, J., Byon, K., Xu, K., Huang, H. (2020). Event impacts associated with residents’ satisfaction and behavioral intentions: a pre-post study of the Nanjing Youth Olympic Games. International Journal of Sports, Marketing and Sponsorship, 21 (3), 2020. 487-511. Doi: 1108/10/IJSMS-03-2019-0027.
Zotzmann, Y., van der Linden, D., & Wyrwa, K. (2019). The relation between country differences, cultural values, personality dimensions, and error orientation: An approach across three continents – Asia, Europe, and North America. Safety Science, 120, 185–193. Doi: 1016/10/j.ssci.06/2019.013..