Analyzing Cultural Negative Effects of Tourism on Host Society(A Case Study of Bojnourd City)

Tourism is considered as the best instrument for cultural development in many countries and it may cause cultural changes in the host society. In fact, tourism in nature is a cultural affair around which many cultural effects are formed, and its economic aspect is in the second priority. The present research was carried out in summer 2019 to analyze the negative cultural effects of tourism on the host society of Bojnourd city. The statistical population consists of families inhabited in Bojnourd city with a statistical sample size of 384 individuals who were selected using cluster sampling. Regarding its objective, this is an applied research. The data collection was conducted by descriptive and survey methods. SmartPLS software was used to analyze data by structural equations. The results showed that negative cultural effects and its dimensions (commoditization of culture, cultural adaptations, demonstration effect, and cultural changes) have a positive and significant effect on the change of the host society’s attitude. Furthermore, the results indicated that cultural change variable has the highest path coefficient value with the highest effect on host society attitude in comparison with the other variables.