Cultural intelligence and heritage impact on choosing foreign tourist destination

Due to the process of globalization, travel has become much more affordable, so tourists have the opportunity to visit foreign and even some exotic destinations . Market research helps travel agencies in formulating a marketing strategy, which should attract tourists and ensure their satisfaction, which ultimately enables the service provider to make a profit. The purpose and goal of the research is to determine whether cultural intelligence as a push-factor implying the desire of tourists to learn a foreign language, and get to know other cultures and their value systems and cultural heritage as a pull-factor implying touring buildings, and cultural monuments of other countries, influence the choice of foreign tourist destinations. Furthermore, the research examines whether the influence of these variables from the aspect of a demographic characteristic of age is more pronounced in respondents belong to generation Z compared to the generation X respondents. The sample includes 208 respondents from the Republic of Serbia. After statistical processing of the data, the obtained results show that variables have a statistically significant positive impact on the choice of foreign tourist destinations, and that their impact is more pronounced in generation Z respondents compared to those of generation X, so the research provides useful information to marketers and travel agencies.


Introduction
For tourism and hotel service providers, information on what factors influence tourists when choosing the destination they went to visit is crucial (Anderson et al., 2009). Gaining new experiences, getting to know other cultures and communicating with the people who come from them are some of the main motives for tourists to visit foreign tourist destinations (Fong et al., 2019). Tourism as an industry has made significant progress and development in recent years, and the number of business and tourist trips is continuously increasing (Zhao & Lin, 2014). Market globalization, development of information technologies, improvement of transport networks have a very positive impact on tourism, because these factors enable tourism service providers to improve the quality of travel organization for their clients (Koo et al., 2016). An increasing number of young people, such as students and employees at the beginning of their business careers, want to strengthen their cultural intelligence by visiting foreign cultures, learning about the history and cultural heritage of other countries (Phau et al., 2014). Communication with people from other cultures enables the development of cultural knowledge and represents a valuable experience that helps people to better adapt to future intercultural situations (Filipoviš & Šapiš, 2020). Tomiš and Košiš (2020) state that mountain, spa and rural tourism is quite developed in Serbia, while on the other hand, Serbian tourists most often visit seaside destinations during the summer and visit famous European capitals during the spring and autumn. Seoţanac et al. (2019) state that young tourists, like students, develop a degree of cultural intelligence by traveling to foreign countries and getting to know other cultures. Also, they often use the online booking platform when organizing trips. Saniţanin et al. (2019) state that Serbia has a rich cultural heritage that needs to be promoted, on the one hand, and that there is a necessity to get to know the history of other countries, on the other. Zdravkoviš and Pekoviš (2020) state that Serbian tourists who have adequate financial resources want to gain new cultural knowledge by traveling to foreign countries, as well as to pay attention to environmental protection and stay in green hotels when traveling.
It is very important to determine which factors influence the choice of foreign destinations by tourists. In the domestic literature, there are practically no papers that have examined th e impact of cultural intelligence of tourists and cultural heritage on the choice of foreign tourist destinations, while in foreign literature there are many papers, but some are qualitative or use simple statistical methods of quantitative approach. The research will apply a quantitative approach using SEM analysis, in order to compensate for the research gap in scientific literature on the influence of the mentioned variables on the Serbian tourists choice of foreign destinations.
Cultural intelligence develops through travel, learning foreign languages, getting to know other cultures, beliefs, values, rules of conduct and customs (Beerli-Palacio & Martin-Santana, 2018). A high degree of cultural intelligence enables people to develop abilities and skills that enable them to adapt to situations that are multicultural in nature (Sharma & Singh, 2018). Tourists also show interest in learning about the cultural heritage of foreign countries, which includes exceptional buildings, cultural monuments, works of art, archeological sites and other sights (Vakhitova, 2015). These goods are most often under the protection of the state, and if they are of international importance, they might also be under the protection of UNESCO or other international bodies that deal with the preservation of cultural heritage at the international level (Ryan & Silvanto, 2011).
The subject of this study is the conceptual explanation of the cultural intelligence of tourists and cultural heritage, as well as the perception of their effect on the decision of tourists when choosing foreign destinations. Cultural intelligence can be seen as a push-factor, because it motivates consumers to get to know other cultures, learn foreign languages and communicate with the local population, while cultural heritage can be seen as a pull-factor because it attracts consumers to visit a foreign country with a significant history, cultural monuments, traditions and the like. The aim of the research is to show whether the variables of cultural intelligence of tourists and cultural heritage have a statistically significant positive influence on the decision of tourists to choose foreign tourist destinations when traveling. Also, the research examines whether the influence of these variables on the choice of foreign tourist destinations is more pronounced in the generation Z respondents compared to the generation X ones.
Within the research methodology, data were collected through questionnaires. Statistical software SPSS v23. was used for the application descriptive statistics, reliability analysis to examine the relevance of the research model, as well as correlation analysis. Through a model of structural equations (SEM) applied in the software package Amos v23. it was examined whether the cultural intelligence of tourists and cultural heritage have a statistically significant influence on the choice of foreign tourists destinations. Multigroup SEM analysis was applied regarding an investigation of the model and path differences between Generation Z and Generation X, respectively to examine whether the impact cultural intelligence of tourists and cultural heritage on the choice of foreign tourist destinations is more pronounced in then respondents belonging to generation Z compared to the respondents belonging to generation X. Based on the SEM analysis, a decision was made to confirm or reject the research hypotheses.
The study is conceptualized by proposing five sections. After the introductory part, within the literature review, the variables cultural intelligence of tourists and cultural heritage are defined and it is explained how they affect the choice of foreign tourist destinations by tourists. The researchers mainly examines the individual impact of these variables. The aim of this study is to apply a holistic approach and examine the common effect of cultural intelligence of tourists and cultural heritage on the choice of foreign tourist destinations. This section contains hypotheses and a research model. The third part presents the sample structure and methodology. The next part deals with the results of the study, and conclusion lists the scientific and managerial implications, limitatio ns, and opportunities for future studies.

Literature review
The concept of cultural tourism has a great influence on the choice of foreign tourist destinations. Vargas Hernandez (2012) defined cultural tourism as -the movements of persons for essentially cultural motivations, which includes study tours, performing arts, cultural tours, travel to festivals, visits to historic sites and monuments, folklore a pilgrimages‖ (p. 147). Vareiro et al. (2020) defined cultural tourism as -the movement of persons to cultural attractions away from their normal place of residence, with the intention of gathering new information and experiences to satisfy their cultural needs‖ (p. 43). There are numerous cultural motives of tourists, such as artistic (e.g. history, architecture), manifestation (e.g. sport, music), religious, archeology and other, so that the concept of cultural tourism encompasses a large number of cultural areas (Woyo & Woyo, 2019). Cultural tourism is experiencing its expansion and the awareness of state bodies as well as the economic sector about the huge possibilities of tourist valorization of cultural heritage is progressively increasing, having in mind the significant economic effects that result from that (Foxell & de Trafford, 2010). Tourists have a desire to visit a foreign country that has a significant cultural heritage, and, on the other hand, cultural tourism enables the realization of profits and encourages economic development (Filipoviš, 2018 Cultural intelligence is the ability of people to function and be successful in situations that are multicultural (Thomas & Van Dyne, 2018). Andresen and Bergdolt (2017) state that Cultural intelligence (CQ) can be linked to similar concepts such as Cross -cultural Competencies (CC) and Global Mindset (GM). Cultural intelligence as well as the mentioned concepts are very important during international marketing activities and can be a crucial factor in the success of multinational companies. The company 's marketing managers need to have intercultural skills and adapt the marketing strategy to the local market (Pratono & Arli, 2020). Andresen and Bergdolt (2017) defined cultural intelligence as the ability to succeed in complex intercultural environments by applying cogn itive, motivational and behavioral abilities. Cultural intelligence consists of four factors: metacognitive, cognitive, motivational and behavioral (Ang & Van Dyne, 2015). Metacognitive processes are used to acquire and understand cultural knowledge, including knowledge and control of individual thinking processes related to culture (Frias-Jamilena et al., 2018a). Cognitive cultural intelligence refers to understanding the norms, practices, conventions of other cultures as well as knowledge of their economic and legal system (Zhou et al., 2018). Motivational cultural intelligence refers to attention and energy that is directed towards understanding and adapting to the environment within which cultural differences are present, as well as with the desire to visit foreign tourist destinations and get to know the history and cultural heritage of other countries (Rahman et al., 2020). Behavioral cultural intelligence involves showing verbal and nonverbal competencies when communicating with people from culturally diverse backgrounds, during visits to foreign tourist destinations (Thomas & Van Dyne, 2018). The process of learning and development of the concept of cultural intelligence has been followed since the very beginnings of tourism, and the popularization of tourism in the 20 th century has enabled its wider social significance. The development of cultural intellige nce through tourism is not new, however, the term itself was introduced in the tourism literature by the (Early & Ang, 2003) and since then the influence of cultural intelligence on numerous aspects of traveling has been examined.
Frias-Jamilena et al. (2018a) found that when visiting a foreign touris t destination, tourists develop their cultural intelligence. It is very important for tourists that the foreign country has natural beauties, that the local population is kind and open to communication, that the country is recognizable by its specialties in food. This makes a positive impression on tourists and they will want to visit the country in the future. Also, the study found that a pleasant experience gained while visiting a foreign country, positively affects the intention of tourists to visit some other foreign countries and get to know other cultures. The research was conducted on the basis of a sample of 503 tourists from Great Britain, who visited Spain. Rahman et al. (2020) found that tourists develop their level of cultural intelligence by getting to know a culture, value system, beliefs, customs, history, economic and legal system of the country, rules of conduct and other while staying in a foreign tourist destination. Also, the study found that a high level of cultural intelligence of tourists has a notable influence on their decision to visit foreign countries and to pass their positive impressions to friends, a s well as to spend their next vacation in another foreign destination and thus continue to improve their knowledge of other cultures and to develop their ability to adapt to different intercultural environments. The authors emphasize that tourism service p roviders should include in their offer foreign tourist destinations, whose content enables tourists to significantly improve their cultural intelligence. Beerli-Palacio and Martin-Santana (2018) in their research state that tourists who have developed cultural intelligence perceive traveling to a foreign country as a valuable authentic experience and a chance to step out of their comfort zone and learn something new. Developed cultural intelligence helps tourists to adapt to the culture of the host country, to interact and communicate with the local population and to spend their vacation in a more comprehensive and interesting way. In the study, a total sample of 411 respondents proved that cultural intelligence has a notable influence on the intention of tourists to visit Tenerife (Canary Islands). Koo et al. (2016) state that the integration of modern information technologies and tourism marketing campaigns in which the country is promoted is very important. It is necessary to provide tourists with all the useful information about the country they want to visit. Also, the authors state that information technology facilitates the placement of all necessary travel information to tourists, as well as that the high level of development of cultural intelligence has a positive impact on the intention of tourists to visit and get to know South Korea.
Previous research has determined that cultural intelligence is one of the determinants of the choice of foreign tourist destinations, and studies have used a qualitative approach or simple statistical analyzes. This research aims to determine through a quantitative approach (SEM model) whether cultural intelligence has an effect on the choice of foreign tourist destinations. Based on the above, the first hypothesis is defined:

H1: The cultural intelligence of tourists has a positive statistically significant effect on the choice of a foreign tourist destinations.
It is very important that each country continuously launches initiatives in order to preserve its cultural heritage (Jamieson & Jamieson, 2019). Cultural heritage represents a unique and irreplaceable cultural value of nation, because created for generations, it directly indicates the social as well as the entire educational, cultural and even civilizational level of development. Therefore, the care for the preservation of cultural heritage is not only a declarative obligation of the competent institutions, but it is also the moral role of the entire modern society, which recognizing the importance of cultural heritage, creates conditions for its preservation in the future (Bordoni, 2011  These studies examined whether the impact of cultural intelligence of touris ts and cultural heritage on the choice of foreign tourist destinations is more pronounced in older or younger respondents. In this study, respondents were segmented into three categories based on demographic characteristics of age: Generation X, Generation Y and Generation Z. Generation can be defined as a group of people who are of an approximate age (Yang & Lau, 2015). There is no generally accepted classification in the academic literature, but it can be said that people born in the period 1960 -1980 belong to Generation X, while people born between 1981 and 1995 belong to generation Y. People who belong to generation Y are more globally oriented, more informed and have a higher degree of cultural intelligence compared to people belonging to Generation X, who visit foreign destinations to a lesser extent (Yang & Lau, 2015). Generation Z includes people born after 1995, who are quite innovative, electronically literate, follow the development of new tech nologies and want to develop cultural intelligence by traveling aboard, as well as to learning about of the cultural heritage of other countries. People belong to Generation Z want to visit exotic foreign destinations, and pupils and students visit foreign countries through exchange (Robinson & Schanzel, 2019). The aim of the research is to determine whether the influence of cultural intelligence of tourists and cultural heritage on the choice of foreign tourist destinations is more pronounced in respondents belonging to Generation Z, who can be characterized as younger, compared to the respondents belonging Generation X, who can be characterized as older.
From the previous research and the aim of this study, the third hypothes is is defined:

H3: The influence of the cultural intelligence of tourists and cultural heritage on the choice of foreign tourist destinations is more pronounced in the respondents who belong to Generation Z compared to the respondents belonging to Generation X.
The conceptual model of the study is shown in Figure 1 and it examines the influence of cultural intelligence of tourists and cultural heritage on the choice of foreign tourist destinations.

Research methodology
The empirical research was conducted on the territory of the cities of Belgrade and Kragujevac in the Republic of Serbia in December 2020. A questionnaire was used for data collection, and from most respondents the answers were obtained in person, i.e. during the field research, while a questionnaire was distributed to a smaller number of respondents via email. A total of 223 questionnaires were distributed, which contained the eliminatory question of whether the respondent had traveled to a foreign country at least once and 15 respondents did not travel to any foreign country, which excluded them from the survey. Thus, the number of respondents who participated in the survey is 208. Respondents are segmented according to demographic characteristics gender, age and status, and gave answers to the findings using a seven-point Likert scale (1-completely disagree; 7completely agree). The variables cultural intelligence of tourists, cultural heritage and the choice of foreign tourist destinations were measured through statements taken from the relevant literature which is a common approach in field marketing research. Th e statements used are shown in Table 1. Statistical software IBM SPSS Statistics Version 23 was used for the application of descriptive statistics, reliability analysis, as well as correlation analysis, while SEM analysis within the Amos software package was used for proving research hypotheses.  The demographic characteristics of the respondents (gender, age and status) are shown in Table 2.

Research results
The results of the arithmetic mean and standard deviation are listed in Table 3. Respondents expressed the most positive attitudes in the statement, Cultural heritage is a treasure for every country and should be under state protection (M=5.51), while the least positive attitudes were expressed in the statement, I have a great interest in the history of other countries as well as in the archeological sites that are located in them (M=4.12). Respondents expressed the most homogeneous attitudes in the statement, I enjoy seeing buildings and monuments when traveling abroad (SD=1.73), while the least homogeneous attitudes were expressed in the statement, I adjust my verbal behavior (accent, tone) and non-verbal abilities (body language, facial expression) to the requirements of the intercultural situation (SD=2.20). In should be noted that the values of the standard deviation, which are over 2 in some statements, show that there were certain discrepancies between the answers of the respondents. Reliability analysis was used to examine whether the statements used were internally consistent and whether the set research model was relevant. In order for the above to be achieved, it is necessary that the Cronbach's alpha coefficient has a value greater than 0.70 (Nunnally, 1978). The coefficient values are listed in Table 4. The results show that the value of coefficient for all variables is greater than 0.70, so that they are measured through adequate statements, and thus the research model is relevant. To explain the relationship between the variables, correlation analysis was applied. The results are shown in Table 5. In order to examine the influence of the cultural intelligence of tourists and cultural heritage on the choice of foreign tourist destinations and the test research hypothesis, the SEM analysis was applied (SEM-structural equation modeling). The results are showed in Table 6. When it comes to the influence of cultural intelligence of tourists and cultural heritage on the choice of foreign tourist destinations, and in order to examine the moderating influence of demographic characteristics of the age of respondents (Generation Z and Generation X) on relationships in the model of structural equations, an invariance test was performed by comparing values χ2 (and corresponding degrees of freedom) for the Constrained model and Unconstrained model. The results of this analysis are shown in Table 7. The results indicate that there are statistically significant differences between the models. After determining statistically significant differences at the model level, it is necessary to analyze the specific moderating influence that the age of respondents has on the relationship between the variables in the model. To this end, a test was performed that compares the regression coefficients between the structural models related to the influence of cultural intelligence of tourists an cultural heritage on the choice of foreign tourist destinations by respondents which belong Generation Z (85 respondents) and Generation X (82 respondents). Jaccard and Wan (1996) state that in order to meet the basic criteria for the application of Multigroup SEM analysis, it is necessary that the minimum number of respondents per group is 75, so that in this case the condition for the application of the analysis is satisfied. The results of this analysis are shown in Table 8. Based on the results, it can be concluded that the influence of cultural intelligence of tourists on the choice of foreign tourist destinations is more pronounced in the respondents belonging to Generation Z (β=0.344, p=0.000) compared to the respondents belonging to Generation X (=0.198, p=0.000). Furthermore, the results show that the influence of cultural heritage on the choice of foreign tourist destinations is more pronounced in the respondents who belong to Generation Z (β=0.294, p=0.000) compared to the respondents belonging to Generation X (=0.179, p=0.000), so that the research hypothesis H3 is confirmed.

Discussion of results
The results showed that both variables have a positive statistically significant influence on the intention of tourists to visit a foreign destination, so that the research hypotheses H1 and H2 were confirmed. Moreover, the results showed that the influence of cultural intelligence of tourists and cultural heritage on the choice of foreign destinations is more pronounced in the respondents who belong to Generation Z compared to the respondents belonging to . Compared to the older category, young people have more information and it is easier for them to access it thanks to electronic literacy. Young people are more willing and able to adapt to other cultures when going to a destination and adapt faster than older ones. On the other hand, older people have more significant financial income than young people like students, and visiting foreign countries and touring museums, operas, and cultural events requires a certain amount of money (Phau et al., 2014). Due to the fact that the results of previous studies are contradictory when it comes to the impact of these variables on the choice of foreign tourist destinatio ns from the aspect of demographic characteristics of age, we should be careful when drawing conclusion. It would be desirable to include diverse demographic characteristics such as education in future studies, then the results would be clearer and more complete.

Conclusion
The research was undertaken to explain the impact of cultural intelligence of tourists and cultural heritage on the choice of foreign tourist destinations. Research hypotheses have proven that these research variables are significant determinants of the choice of foreign tourist destinations, as well as that their impact is more pronounced in the respondents belonging to Generation Z compared to the respondents belonging to Generation X. Cultural intelligence of tourists is a relatively new concept and in foreign literature there is a very small number of works that dealt with the topic, while in domestic literature there are almost no such works, which represents the originality of this work. It should be noted that unlike previous studies that analyzed cultural intelligence as a partial determinant of the choice of foreign tourist destinations, this study applied a holistic approach by analyzing the effect of cultural heritage, which can be characterized as the main contribution of the paper. Scientific implications are reflected in the expansion of knowledge about the influence of cultural intelligence of tourists and cultural heritage on the choice of foreign tourist destinations .
Managerial implications are reflected in helping marketing managers in shaping an adequate marketing strategy that should take into account the requirements and needs of tourists. Tourism service providers should include in their offer foreign destinations that have a rich cultural heritage and enable tourists to develop their cultural intelligence. The limitation of the research is reflected in the sample size. Also, it should be noted that the demographic structure of the respondents in the sample deviates from the demographic structure of the population in the Republic of Serbia, which should be borne in mind when interpreting certain results and proving research hypothesis H3. If the sample were more representative, different results might be obtained. It would be useful to examine whether there are statistically significant differences in the impact of these variables on the choice of foreign tourist destinations from the aspect of education as a demographic characteristic. In future research, the sample should be increased and other variables should be included in the conceptual model, which may have a significant impact on the choice of foreign tourist destinations, such as natural resources (national parks, flora and fauna), tourist infrastructure (hotels and restaurants), and/or sports activities (swimming, cycling). Also, it would be interesting to undertake an empirical research in several different countries, since crosscultural research makes it possible to compare the attitudes of members of different nations , which would make the results are more interesting and comprehensive.