Investigating the Role of Cultural Intelligence of Handmade Carpet Sellers in Tourism Development with Purchasing Regime and Fair Pricing Approach

Iranian handmade carpet, with its prominent cultural and artistic features has always been one of the prominent products in the non-oil export of Iran. On the other hand, neglecting the principles of marketing and business, the competitive advantage of handmade carpets has faced serious risks, in particular at the global level. In this way, the purpose of this paper is investigating the role of cultural Intelligence of handmade Carpet vendors in the development of tourism by moderating regret buying and fair pricing approach. The statistical population consisted of both groups of carpet sellers and tourists in Vakil Bazaar of Shiraz city. To obtain sample of tourists, an available sampling, and to obtain sample of vendors, Random sampling was used. In order to measure the reliability of the data, internal consistency was used. Measurement the validity of the instrument was done using convergent and divergent validity. For investigating Modifier Effect of regret buying, used LISREL software. Statistical sample divided into 2 groups and structural modeling was investigate by considering modifier role and not considering modifier role. Results showed that without considering modifier role, there is positive and significant relationship between cultural intelligence and tourism development. This indicates the importance of cultural intelligence in the development of tourism. The relationship between fair price and tourism development has not confirmed. Because pricing and pricing issues for foreigners are less important. There is a significant relationship between variety-seeking and tourism development And this diversity is important in choosing new destinations for tourists.