تاثیر ارزش‌های فرهنگی هافستد بر میزان رضایتمندی شهروندان از فعالیت‌های گردشگری (موردمطالعه: شهر بابلسر)

این پژوهش، باهدف بررسی ارتباط میان ارزش‌های فرهنگی شهروندان بابلسر و رضایتمندی آن‌ها از فعالیت‌های گردشگری، صورت گرفته است. پژوهش حاضر، ازنظر هدف، کاربردی و ازنظر ماهیت، توصیفی – تحلیلی است. روش نمونه‌گیری این پژوهش، تصادفی ساده می‌باشد. جامعه‌ی آماری موردمطالعه، شهروندان بابلسری می‌باشند که از طریق فرمول کوکران، 382 نفر از آن‌ها انتخاب شدند. پرسشنامه پژوهش، از پرسشنامه‌های استانداردی مرتبط با ابعاد فرهنگی هافستد و رضایتمندی از گردشگری، تدوین شد. پژوهش حاضر برای اولین بار، ارتباط بین ابعاد هافستد و رضایت شهروندان را سنجید. برای انجام آزمون‌های بخش توصیفی از نرم‌افزار اس‌پی‌اس‌اس و نیز آزمون‌های بخش استنباطی پژوهش، از نرم‌افزار پی‌ال‌اس، استفاده‌ شد. نتایج پژوهش نشان داد: ارزش‌های فرهنگی شهروندان با رضایتمندی آن‌ها از فعالیت‌های گردشگری رابطه معناداری داشت، به صورتی که از میان 6 بعد موردبررسی، 3 مولفه: فردگرایی/ جمع‌گرایی، جهت‌گیری بلندمدت/ کوتاه‌مدت و افراط/ خویشتن‌داری رابطه معناداری با میزان رضایتمندی شهروندان از فعالیت‌های گردشگری داشتند و همچنین شهر بابلسر، جامعه‌ای با تعادل فرهنگی در توزیع قدرت، اجتناب از عدم قطعیت قوی، فردگرا، متعادل با گرایش به سمت زن‌سالاری، جهت‌گیری بلندمدت و افراطی است.  

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. introductiontourism 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 methodsthe 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 resultsthe 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.