اختبار علاقة أنموذج هندسة السلوك و أداء المرشد السياحي الدور الوسيط للجدارة الثقافية

Abstract EN

Purpose : the current study aims to test the relationship of the behavior engineering model and the performance of the tour guide through the mediating role of cultural competency in tourism companies in najaf.

population methodology/design : the current study targeted a comprehensive inventory method on the study study represented by the directors of tourism companies and their assistants, as (111) questionnaires were distributed and after the data was sorted and checked, it was found that the questionnaires valid for analysis are (95) questionnaires out of (101) questionnaires retrieved, and they were analyzed according to the method of stru ral equations modeling / method of least squares.

results : the study reached a set of results, the most important of which is the existence of an influence and correlation relationship between the behavior engineering model and the performance of the tour guide, and the cultural competency reinforced this relationship.

authenticity/value : the study adopted the employment of an intermediate variable to show their impact on the relationship between the behavior engineering model and the performance of the tour guide.