The Role of Culture in Choosing a Tourism Destination (Case Study: Old Tbilisi, Georgia)

<p style="text-align: right;">doi.org/10.52340/eab.2024.16.03.10 <p style="text-align: justify;">Although limited investigation was undertaken to delve into the significance of cultural worldview and authenticity within a goal-oriented behavioral approach, the current study analyzed tourism innovation`s role in determining whether cultural worldview, authenticity, and tourism innovation significantly influence the decision-making process concerning visits to cultural tourism destinations. The statistical population of this research included Iranian travelers who visited Georgia, particularly in the Old Tbilisi region, a randomly selected sample of 384 individuals received and completed questionnaires for the research. The findings were assessed through structural equation modeling conducted via AMOS software. Contrary to expectations, the study revealed that cultural worldview has a lower role in the goal-oriented behavioral approach to creating the behavioral intention of Iranian tourists to visit old Tbilisi. There is no significant effect on the subjective norm, perceived behavioral control, and positive anticipated emotion. Results indicated that the cultural worldview only affects attitude and negative anticipated emotions. However, authenticity proved influential in all the components of the goal-oriented behavioral approach. The study also highlighted that attitude, perceived behavioral control, and positive and negative anticipated emotions significantly influence the desire to visit. Moreover, the findings indicated that tourism innovation does not impact the desire to visit. <p style="text-align: justify;"><strong>Keywords:</strong> Goal-oriented behavioral approach (GBA), Cultural worldview (CW), Authenticity (AU), Tourism innovation (TI), Old Tbilisi<br /><strong>JEL Codes:</strong> L83, L88, L <p style="text-align: justify;"><br /><strong>Introduction</strong> <p style="text-align: justify;">Heritage tourism stands out as a prominent aspect of cultural tourism, providing visitors the chance to actively participate in various cultural activities, landscapes, performances, cuisine, and handicrafts that represent both the past and present (Chhabra et al., 2003). The significance of incorporating cultural and educational activities into travel experiences by offering a platform for learning experiences across diverse cultures (Wilson, 1986). Two main reasons for recognizing culture`s significance in travel and tourism research. Firstly, tourists can immerse themselves in a culture, gaining firsthand observations, emotional connections, and sensory experiences, all contributing to the overall tourism experience (Kang et al., 2016). Secondly, culture is vital in influencing the tourists` attitudes, motives, choices, and behaviors (Ben-Dalia et al., 2013). In summary, understanding culture within the context of travel and tourism research is vital due to its direct impact on the tourism experience and its influence on tourists` attitudes and behaviors.<br />CW, a relatively recent concept, has been subject to empirical examination within the tourism domain, focusing on individuals` belief systems concerning their cultures (Choi & Fielding, 2016). Despite the prevalent focus on topics such as home-stay experiences (Musa et al., 2010) and engaging in experiences of staying at temples (Song et al., 2015), as well as other unconventional tourist settings, insufficient research exists regarding how the concept of CW is utilized within diverse cultural contexts (Wei et al., 2020; Kang et al., 2016). Additionally, Wei et al. (2020) research investigated how CW relates to cultural experiences in natural tourist sites. They recommended an exploration of tourist encounters across various cultural heritage locations as well. Throsby (2003) established the foundation of CW on a range of cultural values with multiple dimensions. The values serve as guiding ideals for societies and communities. How tourists perceive and communicate about culture shapes their CW, as highlighted by Matsumoto (2006). The perceptions, in turn, impact their choices and actions, as explored by Kang et al. (2016). The CW and life experiences of respondents showed significant divergence concerning their place of residence (Kang et al., 2016).<br />Apart from the context of tourism, individuals utilize AU as a measure for assessing a wide array of products and experiences (Newman, 2019, p. 8). Specifically, the AU maintains interconnected relationships, intertwining individuals, places, and objects within the same world (Moore et al., 2021). Similarly, CW and AU have emerged as noteworthy elements in foreseeing the anticipated behaviors of tourists participating in heritage tourism (Lee et al., 2020).<br />Rogers (1962) describes TI as a structure influencing Behavioral intention in a way that increases the desire to accept new services or products. TI can be a catalyst, prompting individuals to seek information, make reservations, and facilitate payments for their chosen tourism destinations (Kim et al., 2019(.<br />The principal goal of the present research is to bridge the gap in previous studies utilizing GBA. The study mainly develops the foundational GBA by combining CW and AU as two psychological precursors of the GBA framework. The research seeks to explore how TI influences the behavioral intention of tourists by further developing the GBA and adding another structure to the proposed conceptual model. It also intends to use a developed GBA to analyze tourists` Behavioral intention. The primary GBA is very suitable for this purpose (Han & Ryu, 2012; Meng & Choi, 2016), but essential elements were neglected in this model. Hence, the goal of the research is to advance this approach specifically within the realm of tourism destinations and the behavioral intentions of tourists by deepening the existing paths in this model and adding new variables such as CW, AU, and TI, enhancing the clarity and comprehension of the behavioral intentions of tourists and helping to predict Behavioral intention better. Therefore, the significant issue of this research is to clarify the behavioral intentions of travelers to visit a tourist destination. Addressing this issue and comprehending the factors that impact the Behavioral intention of tourists when visiting a particular tourist destination is very important in planning and marketing for tourist destinations and brings operational value to the tourism industry (Crompton & Ankomah, 1993).<br />In this study, the Old Tbilisi region, which was registered in the UNESCO World Heritage List back in 1993, is considered a tourist destination for Iranians. This is an area that can be regarded as an attractive destination for Iranian tourists. Therefore, evaluating what factors explain the behavioral intention of Iranians toward this tourist destination can be exciting and helpful in determining travel strategies for this tourist destination as well as providing services to potential tourists of this tourist destination. The study can enhance the advancement of literature concerning cultural tourism significantly, the development of GBA, deeper comprehension of the role of CW, AU, and TI in tourism in travel decision-making, and acquaint tourism activists with some of the drivers of cultural tourism. <p style="text-align: justify;"><strong>Literature Review</strong> <p style="text-align: justify;"><strong>Cultural Worldview (CW) and Goal-Oriented Behavioral Approach (GBA)</strong><br />CW could play a pivotal role as a predictor and enhancer of understanding Behavioral intention within the framework of heritage tourism. It could also serve as an indicator of Perceived behavioral control (Lee et al., 2021). According to Triandis (1989), culture reflects the personal perceptions of individuals within their social environment. It was revealed that there is a favorable association between Subjective norm and cultural value, for instance, collectivism, leading to the acceptance of consumer e-commerce (Pavlou and Chai, 2002). Negative anticipated emotion was described as a sense of failure in reaching the goal (O`Sullivan and Strauser, 2009). On the other hand, Positive anticipated emotion is seen as an indicator of success in achieving the destination. Lee et al. (2012, 2018) further emphasized that Negative anticipated emotion is closely associated with negative expressions. Kountouris and Remoundou (2016) emphasize the importance of Attitude in comprehending Behavioral intention and assessing tourist destinations. Specifically, CW has a notable influence on the components of GBA (Attitude, Subjective norm, and Perceived behavioral control) (Lee et al., 2020). In summary, Richards (2018) underscores that tourists` perceptions of specific cultures are molded by their observations, interactions with local communities, and firsthand experiences. <p style="text-align: justify;"><strong>Authenticity (AU) and Goal-Oriented Behavioral Approach (GBA)</strong><br />Even though AU and consumption are closely related in practical terms, studies that began in the 1990s have only focused on the brand AU (Kososki & Prado, 2017). The outcomes of research conducted by Girish and Lee in 2020 contributed to an enhanced comprehension of how AU intersects with Attitude, Subjective norm, and Perceived behavioral control, consequently impacting Behavioral intention. Similarly, Shen (2014) discovered a positive connection between AU, and Perceived behavioral control shedding light on its role in shaping tourists` intentions to revisit traditional local events. According to Jang et al. (2012), AU correlates positively with Positive anticipated emotion, influencing Behavioral intention. Additionally, Ko and Choi (2020) emphasize the substantial influence of AU on positive emotions and emotional commitment, and AU positively influences the components of GBA (Attitude, Subjective norm, and Perceived behavioral control) (Lee et al., 2020). In summary, Tourism as a pursuit removed from the confines of everyday life, offers tourists chances to unwind, engage in self-reflection, and partake in genuine encounters. Thus, it’s widely recognized among managers that the perceived AU of a tourism experience serves as a fundamental draw for tourism destinations. <p style="text-align: justify;"><strong>Goal-oriented Behavioral Approach (GBA) and Behavioral Intention (BI)</strong><br />In tourism studies, a connection has been established between attitudes and the advancement of tourism (Gursoy et al., 2019). GBA assumed that Attitude, Perceived behavioral control, Positive anticipated emotion, and Negative anticipated emotion increase DE, subsequently encouraging residents` intention to heritage actively (Lee et al., 2021). was discovered that the components of the GBA are positively associated with the Behavioral intention (Lee et al., 2020). Similarly, Attitude, Subjective norm, and Perceived behavioral control are the direct drivers of Behavioral intention & On the other hand, the between Positive anticipated emotion and Negative anticipated emotion for achieving the goal or failure a significant role in comprehending intentions and behaviors & Specifically, Perceived behavioral control, Positive anticipated emotion, Negative anticipated emotion, and the of Subjective norm were essential factors that the tourism intention of travel (Song et al., 2017). study by & in emphasized that Attitude and Perceived behavioral control are essential factors in Behavioral intention. <p style="text-align: and Behavioral Intention (BI)</strong><br is as a that leading to an desire to a new or TI has been through empirical studies to be a that travelers (Kim et al., 2019). innovation into two which mainly and desire for and the other is which on the acceptance of new products. & as of the innovation of life for that a new innovation in a limited of can be to predict its in specific products. The this concept by that innovation particular to the is a predictor of in other & & et al. (2014) the and behaviors of the range concerning products. They that were significantly to and products. et al. also this structure in their study, its noteworthy impact on the <p style="text-align: and Behavioral Intention (BI)</strong><br positive is insufficient to and positive to shaping Behavioral factors significantly influence whether the be On the other hand, various components of GBA have positive with Behavioral intention (Lee et al., 2020). Positive anticipated emotion the role in shaping consumer & Moreover, when individuals have related to tourism experiences, are in a Behavioral intention (Kim and Lee et al., and all the components of GBA substantial for both and Behavioral intention & Choi 2016). <p style="text-align: Old serves as the and the of Old Tbilisi the of Tbilisi. has been the that as an The is on both of the in the of Tbilisi was in the by the of or and was from the of its The of on the has this the of various and an essential for the and The of Tbilisi can be from its which is a of and Tbilisi has been to various with and but from a of is considered of the <p style="text-align: and to the proposed this research seeks to the CW significantly affects the components of the GBA for visiting old AU significantly affects the components of the GBA for visiting Old The components of the GBA significantly the to visit Old TI significantly affects the to visit old The to visit Old Tbilisi significantly affects the Behavioral intention to visit Old />In the in the research and variables can be the GBA, the variables of CW, AU, and TI are included in the model to the GBA. The model is to the study of Lee et al. and by the previous studies, the innovation has been included in the GBA to this model further and In this approach, Attitude, Subjective norm, Perceived behavioral control, Positive anticipated emotion, and Negative anticipated emotion are the components of the primary GBA. The variables of CW, and TI are variables into the model to advance the GBA to explain the and of Iranian tourists visiting Old Tbilisi. The proposed conceptual approach is by the previous literature and developing the GBA, and this study intends to use this GBA to explain the and Behavioral intention of Iranian travelers in the tourist area of Old Tbilisi and which of the components their and Behavioral intention to visit the tourist destination of Old Tbilisi. <p style="text-align: <p style="text-align: to />CW the of destinations by by their values and regarding their culture et al., The variables in the study of understanding of of cultural of potential cultural and of />The (Kang et al., was to this and two were considered for of the of understanding of of cultural regarding potential cultural and the of In the study conducted by and AU was as how tourists from their cultural experiences. This is a from the studies of and Lee Meng and Choi and and This concept relates to how travelers desire to visit new tourist destinations et al., 2020). The has been a from the study conducted by et al. and et al. 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There is no significant impact on the Subjective norm, Perceived behavioral control, and Positive anticipated emotion. the of effect of CW on the Subjective norm, is that tourists study not of a there is from the and to visit old Tbilisi. the of impact of CW on Perceived behavioral control, is that tourists variables to control their travel and AU factors such as CW have in this such as is among the of impact of CW on the Positive anticipated emotion, can be assumed that the positive emotions of tourists substantial and In are to Lee et al. However, has been that CW has a notable positive impact on Negative anticipated emotion. Therefore, the the and of Iranian tourists about the culture of are positive and the positive the of tourists to old Tbilisi. In this Lee et al. (2020) and Choi et al. have a and et al. (2020) have also the role of CW and its on of which is in with the impact of this research. travel to Old their CW can influence their Negative anticipated emotion. 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The findings also that the Positive anticipated emotion has the substantial impact on the to visit among other GBA was that TI has no impact on to visit. It is that for tourists the study of tourism the purpose of this study has no new have to this place or Therefore, the sense of innovation does not increase their desire to travel The findings of et al. to the indicated the significant impact of TI on their to visit the destination. Therefore, this study the impact of CW and AU on existing comprehension of the GBA in the decision-making process of Iranian travelers planning a visit to Old Tbilisi. 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