RESEARCH AND DEVELOPMENT OF A CULTURAL INTELLIGENCE MEASUREMENT INSTRUMENT FOR PEOPLE IN WORLD HERITAGE SITES

Abstract This study is a quantitative research endeavour focused on the development and assessment of a cultural intelligence measurement tool. The aim was to investigate and validate the elements, framework, and reliability of the measurement tool. The sample comprised 850 persons living in five Thai regions recognised as UNESCO World Cultural Heritage Sites. The sample size was determined with the G*Power software, and participants were chosen through multi-stage quota random sampling. The preliminary version of the measurement instrument, created by the researchers, comprised 100 components. The instrument was subjected to a five-step item analysis process: 1) Item quality assessment, 2) Exploratory factor analysis, 3) Confirmatory factor analysis, 4) Structural equation modelling, 5) Correlation coefficient evaluation. The research findings corroborated all five theories. The principal outcomes are as follows. The exploratory factor analysis performed on the initial dataset identified four valid components comprising 20 items, with a reliability coefficient of 0.880. The components consist of five elements each of cultural knowledge, cultural awareness and contextual sensitivity, adaptation and behavioural communication skills, and community participation. The measurement instrument accounted for 60.677% of the variance in cultural intelligence. The confirmatory factor analysis performed on the second dataset indicated that the measurement model exhibited a satisfactory fit with the empirical data, as evidenced by fit indices that met established criteria: χ² = 78.362, df = 68, p-value = 0.127, RMSEA = 0.036, GFI = 0.968, AGFI = 0.959, CFI = 0.976, TLI = 0.973, SRMA = 0.055. The validity analysis conducted on the third dataset demonstrated significant positive intercorrelations among components, thereby affirming the construct validity of the measurement. The constructed measurement tool can be utilised in forthcoming study to examine cause and outcome variables associated with diverse behavioural characteristics within the tourist domain. This method can also be utilised to evaluate cultural knowledge in communities with analogous situations or in experimental research comparing pre- and post-training results of cultural tourism initiatives in Thailand. The results may facilitate the development of social indicators. The instrument can be used into training programs designed to improve comprehension and encourage sustainable cultural heritage preservation practices among the public.