The Effects of Cultural Globalization on Tourists’ Lifestyles (Religious Tourists in Shiraz as a Case Study)

Traditionally, one’s lifestyle is locally determined and evolves over time. However, in the 21st   century, globalization unites the world, and lifestyles and tastes around the world are being affected and changed rapidly. Identifying the effects of cultural globalization on religious tourists’ lifestyles is important for tourism demand and makes a significant contribution to the success of efforts in destination marketing. Investigating the effects of globalization on religious tourists’ lifestyles, this quantitative and survey-based research aims to answer questions about the relationship between cultural globalization and its components and lifestyles, as well as the effects of each component of cultural globalization on lifestyles. The required information was collected through questionnaires. The statistical population was composed of religious tourists between the ages of 18 to 65, who were present in the holy shrine of Hazrat Aḥmad ibn Mūsā (as) at the time of data collection, 2019. The sampling method was simple random. According to the Cochran formula, the size of the statistical sample was estimated at 384 participants. The results of the inferential statistics confirmed the relationship between cultural globalization and religious tourists’ lifestyles. Also, recreational, modern educational and cultural styles were more explanatory than other lifestyles. Therefore, according to the results, obtained at the multivariate level, components of cultural globalization explained a total of 62% of changes in recreational style, 56% of changes in modern educational style, and 32% of changes in cultural style.