Investigating the Impact of Cultural Intelligence on CustomerBased Destination Brand Equity (Case study: Tourists of Qazvin province(

In this research, we investigated the impact of cultural intelligence on the value of the brandoriented destination, customer-based in the tourists of Qazvin province. The research method in this paper is applied and descriptive-survey. The method of this research is from an applied and correlated point of view. The statistical population of this study was tourists visiting Qazvin, whose number was unlimited. Using the Cochran formula in the unlimited society, 384 individuals were selected as samples, which are also accepted by the structural equation technique (between 5 and 15 times the number of points). A questionnaire was used to collect data. Validity of the questionnaires was confirmed using content and structure validity. Cronbach's alpha coefficient was also used to assess the reliability of the questionnaires. Reliability was also confirmed. Then 384 questionnaires were distributed among tourists. Data were analyzed using descriptive and inferential statistics. SPSS software was used for descriptive statistics and LISREL software was used for inferential statistics (structural equation technique). The results of the data analysis showed that the cultural intelligence of tourists with a path coefficient (0.604) influences the value of the brand-specific destination of the customer-based destination. Also, cultural intelligence of tourists with path coefficient (0.579) on brand loyalty, with path coefficient (0.537) on brand quality, with path coefficient (0.437) on brand awareness, with path coefficient (0.379) on brand image and with path coefficient (0.350) Affects brand value.