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

The development of information technologies and transport services has significantly facilitated the organization of business and tourist trips to countries worldwide. Consumers’ decisions regarding which tourist destination to visit are determined by numerous factors. The research examine the effect of behavioral cultural intelligence, uncertainty avoidance, the legal system and safety, as well as cultural heritage on the choice of foreign tourist destinations. The empirical research was conducted using a survey method in the Republic of Serbia during 2024 on a sample of 388 respondents, whose responses were analyzed using the statistical software SmartPLS4. The results showed that uncertainty avoidance has a negative impact, while behavioral cultural intelligence, the legal system and safety, and cultural heritage have a positive impact on the choice of foreign tourist destinations, providing valuable information for marketers of multinational companies.