Behavioral Cultural Intelligence, Legal System, Cybersecurity and Cultural Heritage as Determinants of the Choice of Foreign Tourist Destinations

The development of transportation infrastructure, communication channels, and the globalization process has led to an increase in travel to foreign tourist destinations ( Bhardwaj, 2022 ). Various factors influence consumers’ decisions when choosing an international tourist destination to visit. The subject and aim of this paper are to analyze the effects of behavioral cultural intelligence, uncertainty avoidance, the legal system and safety, and cultural heritage on the selection of foreign destinations. Behavioral cultural intelligence and uncertainty avoidance can be classified as push factors , or internal motivators that drive an individual to visit a foreign tourist destination. On the other hand, the legal system and safety, along with cultural heritage, represent pull factors , or external factors that attract consumers to a particular foreign tourist destination ( Zdravković and Peković, 2021 ).

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degree of uncertainty avoidance seek new, interesting, and authentic experiences and typically spend their vacations at foreign tourist destinations ( Shahriari et al., 2023 ).

Certain individuals prefer to travel only to safe tourist destinations, specifically to countries with a well-regulated legal system that take all necessary measures to prevent potential terrorist attacks, which recently have raised significant concerns among governments and caused fear among tourists ( Liu et al., 2021 ; Vereb et al., 2018 ). In addition to physical safety, cybersecurity is becoming increasingly important in e-tourism, as tourists frequently use online platforms for bookings, payments, and communication. The lack of adequate cybersecurity measures can lead to the compromise of personal data and weaken tourists’ trust in specific destinations. Therefore, countries that invest in the protection of digital infrastructure gain a competitive advantage in attracting tourists who value the safety of their data. ( Florido-Benítez, 2024 )

One of the most common challenges in e-tourism cybersecurity is the protection of personal and financial data processed during online bookings and payments. Website hacking, credit card data theft, and phishing attacks can cause significant harm to both individuals and the reputation of tourism platforms. Tourists increasingly seek platforms with advanced security protocols, such as two-factor authentication and data encryption, to ensure that their information remains secure. ( Florido-Benítez, 2024 )

An increasing number of tourists demand transparency from travel platforms regarding data processing. Companies that openly communicate the measures they take to protect personal and financial information gain greater trust from users. For example, the use of tools for real-time activity monitoring, as well as regular security reports, can significantly enhance a platform’s reputation. Additionally, integrating technologies such as blockchain for transaction recording provides an added layer of security, which many tourists consider a decisive factor when choosing a booking platform ( Masseno, 2018 ).

On the other hand, cybersecurity is also crucial for the preservation of critical infrastructure in tourism, such as systems for managing hotels, airlines, and transportation. Attacks on these systems can lead to massive operational disruptions, endangering both tourists and the local economy. Therefore, the adoption of state-of-the-art cybersecurity standards is becoming a vital factor in promoting destinations as reliable and safe. ( Lykou et al., 2019 )

Moreover, collaboration between the private sector and government agencies is becoming essential for establishing a secure cyber infrastructure. Governments that invest in training local cybersecurity experts and implementing new technological solutions can position themselves as leaders in the field of safe tourism. Public awareness campaigns emphasizing the importance of cybersecurity among tourists also play a key role in building trust. These initiatives, combined with strict regulatory frameworks, ensure long-term stability and attractiveness of tourist destinations ( Bada and Nurse, 2019 ).

Additionally, some tourists choose only foreign tourist destinations recognized for their cultural identity, rich cultural heritage , and legacy, as these individuals enjoy visiting foreign museums, operas, cultural monuments, and architectural landmarks of other countries ( Genc and Gulertekin Genc, 2023 ; López-Guzmán et al., 2019 )

Another goal of this paper is to determine if there are differences in the effect of behavioral cultural intelligence, uncertainty avoidance, legal system and safety, and cultural heritage on the selection of foreign destinations, based on the classification Generation X (between 1960 and 1980) and Generation Z (born after 1995). Young people generally have a greater desire and enthusiasm to visit foreign tourist destinations with rich cultural heritage and that offer opportunities for entertainment and enjoyment (e.g., activities such as student exchange), while older individuals typically prefer to spend their vacations in peaceful and safe tourist destinations ( Zdravković and Peković, 2021 ).

After the introductory section of the paper, the literature review will define the research variables: behavioral cultural intelligence, uncertainty avoidance, legal system and safety, cultural heritage, and the selection of foreign tourist destinations . Their interrelationships will also be analyzed. This section will formulate research hypotheses, based on which the research model will be developed. The third section provides information on the conducted empirical research within the Republic of Serbia, presents the structure of the respondent sample, and outlines the statements that participants rated in the questionnaire. The fourth section covers the results obtained through the statistical software SmartPLS 4, while the conclusion will discuss the main implications derived from this study.