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ABSTRACT
The research aims to identify the extent of the impact of cultural globalization of tourism on the behavior of the local
community in Karbala Governorate. It underscores the importance of knowledge exchange as a key strategy in
addressing the challenges posed by cultural globalization. The study assumed a positive and significant impact
relationship of cultural globalization of tourism on the behavior of the local community. To achieve its objectives, a
questionnaire was designed that included (17) paragraphs to collect data from the research sample of (75) individuals.
The descriptive analytical approach was adopted when the data was collected. Hypotheses were tested using a set of
statistical methods with the help of the statistical program (SPSS. V.23). After conducting the statistical analysis; the
research concluded that there is a significant statistical correlation between the cognitive dimension and the behavior
of the local community, and accordingly, there is an impact. The most important recommendation was to work on
exchanging ideas, opinions, information, and experiences to increase knowledge of the importance of tourism and its
development. This call for knowledge exchange invites the audience to be part of the solution, fostering a sense of
engagement and shared responsibility.
KEYWORDS
Globalization, tourism culture, local community.
INTRODUCTION
Research Article
CULTURAL GLOBALIZATION OF TOURISM AND ITS IMPACT ON THE
BEHAVIOR OF THE LOCAL COMMUNITY IN KARBALA GOVERNORATE
Submission Date:
October 16, 2024,
Accepted Date:
October 21, 2024,
Published Date:
October 26, 2024
Crossref doi:
https://doi.org/10.37547/ajsshr/Volume04Issue10-28
Dr. Layla Jawad Hussein Al Masoudi
Al-Furat Al-Awsat Technical University, Technical Institute / Najaf, Iraq
ORCID: 0009-0003-4202-529X
Journal
Website:
https://theusajournals.
com/index.php/ajsshr
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
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Today, the local community in Karbala Governorate
faces a new phenomenon called "globalization." This
phenomenon is characterized by the disappearance of
geographical barriers and regional borders and the
spread of cultures of nations and peoples to the local
community. The study community finds itself in an era
in which the world is transformed into a small global
city with virtual relationships, in which modern
technology and tools work to facilitate the flow of
multiple cultures, especially in light of communications
and information technology and the dominance of
Western countries. This allows them to control the
desires and needs of individuals, their behavior
patterns, and ways of life and subject them to the
standards of Western culture. It is known that the
researched community has a cultural affiliation and
privacy that distinguishes it from other communities.
However, the cultural globalization of tourism also
carries potential threats that may be unacceptable and
threaten the cultural constants and civilizational
specificities of tourism for the local community,
whether at the level of customs, traditions, or noble
norms. This emphasis on potential threats aims to raise
awareness and concern among the audience, fostering
a sense of urgency and the need for action.
The First Axis
METHODOLOGY
This axis reviews the basic steps of the current
research methodology according to the following
paragraphs:-
First, the research problem is that the relationship
between globalization and tourism culture in the local
community in Karbala Governorate has emerged as a
significant issue. This community, amidst diverse
cultures, is at a juncture where understanding the
potential benefits and risks is crucial. This
understanding can provide insights into the behavior
of the community and the guests, thereby enhancing
our comprehension of tourism culture. The central
problem we aim to address is: How does the cultural
globalization of tourism impact the behavior of the
local community in Karbala Governorate?
Second: Research objectives: The research aims to
achieve the following:-
1. Test the extent of the impact of cultural globalization
of tourism on the behavior of the local community
being studied.
2. Test the nature of the relationship between the
cultural globalization of tourism and the behavior of
the local community being studied.
Third: The importance of the research: The importance
of the study is represented by the following:-
1. Determining the nature of the relationship and
impact between the essential variables and the extent
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of their effect on the behavior of the community being
studied.
2. Research the latest developments while focusing on
the essential ideas related to the current variables
(cultural globalization of tourism, local community
behavior). This research is not just about
understanding the past and present but also about
preparing for the future. Fourth: The hypothetical
research model: A hypothetical research model was
designed as in Figure (1), which indicates the
(relationship and influence) between the cultural
globalization of tourism and the behavior of the local
community in Karbala Governorate.
Figure (1) Hypothetical diagram (prepared by the researcher) Influence and correlation
relationship
Fifth: Research hypotheses: -
First central hypothesis: There is a significant
correlation between the combined dimensions of
cultural globalization of tourism and the combined
dimensions of local community behavior in the
research area.
Second central hypothesis: There is a significant
correlation between the combined dimensions of
cultural globalization of tourism and the combined
dimensions of local community behavior in the
research area.
Sixth: Research methodology: The researcher relied on
the descriptive and analytical approaches in writing the
theoretical aspect of the research and in describing the
research community and sample, in addition to
determining
(the
correlation
and
influence
relationship) between cultural globalization of tourism
and local community behavior adopted in the research.
Seventh: Research boundaries: They are represented
by the following: -
1. Time boundaries: The research period was
determined as (2/25/2024-9/20/2023).
2. Spatial boundaries: The holy Karbala Governorate
represents the spatial boundaries.
3. Human boundaries: The study was applied to the
local community in Karbala Governorate.
Second axis (theoretical framework of the research)
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Introduction:
The data of this topic aims to present a conceptual
framework by presenting the most important
intellectual foundations of the study topic, which are
represented by the main variables): globalization of
tourism culture and the behavior of the local
community), as each of these topics was addressed in
detail in a way that enhances their understanding and
comprehension and achieves what the study aspires to
in its practical aspect of testing the main variables and
the relationships that link them together.
First: Cultural globalization of tourism (concept -
dimensions):-
1. The concept of cultural globalization of tourism: The
scientific definitions of cultural globalization of tourism
differ according to the writers and researchers and
their orientations, and before addressing the definition
of tourism culture, it is necessary to identify the two
parts of the term, which are (globalization and culture)
in terms of concept. The most common definition of
globalization is that of (Robertson), who saw that
globalization is the historical trend towards the
shrinkage of the world and the increasing awareness of
individuals and societies of this shrinkage, i.e., the
convergence of distances and cultures and the
interconnectedness of countries and societies and
their awareness of this convergence (Al-Mansour,
2009: 562). (Marshall McLuhan) defined globalization
as
meaning
the
tremendous
technical
and
technological progress of means of communication
and its impact in transforming the world into a small
village (Al-Jabouri, 2012: 16). As for (culture), (Edward
Taylor) defines it as the complex whole that includes
knowledge, values, beliefs, arts, morals, laws, customs,
and all other capabilities and habits that the individual
acquires as a member of society, as well as all
inventions and innovations that the individual has
created on earth (Conrad, 2002: 268). This definition
gives a significant and vital picture of culture. (John
Tomlinson, 2008: 9) notes that globalization and
culture are two concepts characterized by the highest
levels of generality, and each has fundamental
importance for the other. (Al-Malik, 2016: 117) It adds
that cultural globalization originates from social,
political, economic, and moral globalization. Culture
prepares minds and souls to accept these other types
of globalization and prepares individuals to join
international systems, organizations, and agreements.
Culture is considered an essential element in every
individual, every society, and every nation, including
different beliefs and traditions, arts, literature, and
human rights. (Mallas, 2022: 604) defines tourism
culture as how to deal with tourists and visitors to cities
and countries. Judge, 2009, P: 117 & Robbins indicate
that the globalization of tourism culture is the
behaviors or controls followed by the individual or
society as a whole, and each society has a culture that
distinguishes it from other societies. Every society is
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proud of its intellectual and cultural heritage, which
includes knowledge, beliefs, and arts... This culture
increases with the growth of civilization and declines
when society lags. Culture aims to correct behavior.
Accordingly,
the
Internet
can
be
defined
"procedurally" as (the individual's possession of a
certain amount of knowledge, information, spiritual
values , and skills that represent, in their entirety, an
appropriate context for him to adopt rational tourism
behavior toward all tourist attractions, their aspects,
and characteristics). 2. Dimensions of cultural
globalization for tourism: Cultural globalization takes
many dimensions and forms, especially since it is a
diverse phenomenon, has a new dimension with each
case, and adapts to different international situations. It
is a product of the trend, old capitalism, and the engine
of new capitalism and its scientific, technological,
media, and advertising developments. Here, we will
focus on the most important dimensions of cultural
globalization of tourism, which are as follows (Al-
Ubaidi, 2022: 356).
A. Cognitive dimension: Cultural tourism is linked to
the cognitive aspect because knowledge and concepts
are the basis of science and research. This aspect
includes the definition of tourism, its concept, its
importance to the national economy, tourist
attractions, the importance of domestic tourism, the
tourism industry, tourism planning, and the future of
tourism in the country (Al-Raq, 2017: 80). The local
community in Karbala Governorate has cultural
patterns of tourism that differ from other countries,
which are evident through the "dominant language,"
religion, education system, values and trends, markets
for some skills and products, etc. B. Emotional
dimension: This dimension describes the desired
positive behaviors towards tourism and tourists to
contribute effectively to the development of tourism
and find solutions to develop the tourism industry and
overcome the problems it faces (Ajeel, 2019: 100). The
Karbala community can be described as a group of
individuals who share a common culture, represented
by (law, taboos, prevalent customs, different
traditions, etc.).
C. The skill dimension (Kraft, 2016: 8) explains that skills
are the characteristics that can be developed and
formed over time. The skill dimension focuses on
building essential capabilities that must be done
through the culture that individuals enjoy. These
capabilities must also be part of their thinking, feeling,
and belief so that individuals accept them, i.e., focusing
on the deep beliefs in individuals so that they are
received (Hellriegel & Slocum, 2011: 17).
Second: Local community behavior ((concept -
dimensions).
1. The concept of local community behavior:
Researchers have dealt with many local community
ideas. Perhaps the most common definition is that the
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local community is a group of individuals who live in a
specific geographical area and participate in a variety
of activities, such as political and economic activities,
and are united by a unified fabric and common values
prevail among them They belong to it (Abdul Salam,
2022: 89). (Redfield) considered that the local
community "has four specific characteristics or
components: distinction, small size, self-sufficiency,
and population homogeneity (Lounisi, 2021: 69).
2. The impact of tourism culture on the behavior of the
local community: There are two types of effects of
tourism culture on the behavior of the local
community, which are (Dabbas, 1993: 712-722), (2001:
25, Bali): -
A. The positive cultural effects of tourism on the
behavior of the local community:
- Raising the cultural and civilizational level: Continuous
interaction in the destination area helps raise the
cultural level of the local population, thus creating a
broad base of educated residents who can interact
culturally with foreign tourists.
- Developing cultural convergence and cultural
understanding between the host community: Cultural
convergence refers to the development of similar
cultural traits in two or more cultures through
diffusion, or what is called cultural parallelism, which
refers to cultural characteristics in two separate
geographical areas that arose separately or
independently, so that they tend to achieve a relatively
high degree of similarity and homogeneity.
Highlighting the different patterns of society: that is,
taking advantage of the unique cultural characteristics,
whether food habits, clothing, or simple housing, can
attract some tourists who tend towards traditional
tourism and want to get to know the Western way of
life.
Acquiring foreign languages: Language is a means of
communication in society, and it is part of the cultural
and social components of any society. It contributes to
the learning of foreign languages by a large number of
local residents through daily interactions and dealings
with tourists.
- Supporting cultural exchange: Tourism helps to
promote cultural exchange and increase the process of
cultural exchange and civilizational exchange between
tourists and hosts and the subsequent process of
quoting and borrowing tangible and intangible cultural
characteristics,
as
well
as
through
mutual
understanding and interaction and the desire to
exchange, dialogue and exchange ideas, opinions,
information, and experiences.
Preserving the cultural and historical heritage: Tourism
helps preserve the historical and cultural heritage of
different countries by preserving archaeological
remains and architectural styles that define certain
periods of history and culture. It is a tourist attraction.
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B. Negative cultural impacts of tourism on the behavior
of the local community (Abdul Qader, 2022: 59):
- Cultural imitation of host community individuals: The
imitation factor hurts host communities as residents
imitate tourists in many things, including food,
clothing, strange customs, and speaking.
- The impact of the host community's civilizational,
cultural, and archaeological centers: Due to the influx
of tourists to the natural landscapes and
archaeological sites, their numbers cannot be
controlled, and no one monitors them. These spaces
can be changed by painting or destruction.
- Cultural collision: Tourism sometimes leads to a
cultural collision between the tourist and the citizens
of the host country, and a kind of cultural collision or
hostile confrontation between the two cultures
occurs.
- Use of modern technology: Technology affects the
desire of local people to maintain traditional lifestyles
because these regions or countries do not control
technology, and this leads to the invasion of
technological culture.
- The second section (practical aspect)
- Introduction: The research hypotheses were
presented in the form of questions, and to verify the
validity of the hypothetical research plan relationships,
the sample was chosen from (the local population of
the Karbala city community) as part of the research
community to verify the validity of the assumptions or
not, and the tools and methods used to collect and
analyze data were determined, as shown in the
following paragraphs: -
- First: The research site, Karbala City, was
strategically chosen for its significance in cultural
studies and alignment with the research objectives.
This location provided a unique opportunity to test the
research variables with the approved measures.
- Second, the research community, representing the
local population of Karbala city, was targeted. A total
of 75 questionnaires were methodically distributed to
the researched sample, marked by them, and then
retrieved and unpacked in a manner that served the
research project, demonstrating the meticulous care
taken in the data collection process.
- Third: Tools used in data collection:
- 1. Questionnaire: A set of interconnected questions
was identified to achieve the goal sought by the
research within the framework of the selected
problem. The questionnaire was adopted to collect
data for analysis and obtain information and numerical
results to measure the research variables, using and
adopting a set of scales after they were arranged and
prepared according to the requirements and trends of
the research, where the five-point scale was adopted
for that, as shown in the appendix.
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- Questionnaire Description: The questionnaire,
considered the primary source for measuring and
analyzing questions and hypotheses, was designed to
detail the cultural globalization of tourism in the local
community of the city of Karbala. It was divided into
sections, each serving a specific purpose.
- The first section included the identifying
information for the research sample (social gender,
social
environment,
age
group,
educational
attainment).
- The second section contains (9) paragraphs
expressing the independent variable (cultural
globalization of tourism). It includes (3) dimensions:
the first dimension (cognitive dimension), the second
dimension (emotional dimension), and the third
dimension (skill dimension), each of which includes (3)
paragraphs.
- The third section contains (8) paragraphs
expressing the dependent variable (local community
behavior), for a total of (17) paragraphs. The program
(23) (SPSS v) will test their validity and reliability.-
Table (1) Research variables and their sub-dimensions
Source: Prepared by the researcher in light of the research variables
Search variables
Number of paragraphs
X1
Cognitive dimension
3
X2
Emotional dimension
3
X3
Skill dimension
3
X
Cultural globalization of
tourism
9
Y
Community Behavior 8
All questionnaire items
17
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2. Methods of describing and analyzing data: Various
statistical means and methods are used to obtain
results during the research, through which hypotheses
are tested to understand the problems and answer the
questions raised in the study via the application (SPSS
v23) and among these statistical methods are the
following: (frequency distribution, graphic forms,
percentages, weighted arithmetic mean, standard
deviation, relative importance (response intensity),
Spearman's rank correlation coefficient, Pearson's
simple correlation coefficient, simple linear regression
coefficient, multiple regression coefficient, coefficient
of determination R2, F-test.
Table (2) Correlation Coefficient Values
Correlation coefficient value
Interpretation
t = 1
Full connection
0.5 < = t < 1
Strong correlation
0.3 < = t < 0.5
Medium correlation
0 < t < 0.3
Weak link
t = 0
No link
Fourth: Testing Honesty and Reliability
1. Test the apparent validity of the questionnaire: It
means the ability of the questionnaire to express the
goal for which it was designed or that the
questionnaire measures what was developed to
measure it and reflects the content to be measured
according to its relative weights and that the question
or phrase in the questionnaire measures what the
research is supposed to measure. There are several
methods. The easiest is the honesty of arbitrators
specialized in the field of the phenomenon in question,
as it was presented to several arbitrators, and some
paragraphs were corrected and modified after taking
their opinion about the dimension we measure or not.
2. Stability of the resolution: It is the achievement of
tools and measures positive results and give the same
results if reapplied several times in a row and if the
researchers repeat the measurement to get the same
results and to ensure the stability of those estimates
are re-tested members of the research sample at
different times to give the same results, has been
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calculated stability in a way (coefficient alpha
Kornbach Alpha
–
Cronbach) This coefficient is used
when we want to measure the stability of the
estimates that we get from tests or questionnaires (or
axes), which measure a subject that assumes
homogeneity of its vocabulary, and to extract stability
according to this method has been applied equation
(Alpha Kornbach Alpha
–
Cronbach). The value of the
stability coefficient must be more significant (0.60) to
accept the stability of the questionnaire and pass it on
to the entire sample.
Table (3) Stability coefficient values and interpretation of their significance
The value of
the
stability
coefficient
Interpretation
0.90
–
and
above
Excellent stability
0.80
–
0.89
Very good stability
0.70
–
0.79
Good stability (this is what is
achieved for most tests)
0.50
–
0.69
Low stability (needs revision)
0.49 or less
Poor stability (the test does not
contribute to the relationship)
Source: (Mahfouz, 2010: 25).
If the stability coefficient is (0.70) or more, this means
that this is suitable for research and studies in which
the questionnaire is an approved tool, and the results
are in Table (4) as follows:
Table (4) Stability Test Results
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Search variables
The value of the
Cronbach
coefficient
Cornbach,s
Alpha
Interpretation
X1
Cognitive
dimension
0.973
(pass the test) the presence of stability
in the paragraphs of the first dimension
X2
Emotional
dimension
0.970
(pass the test) the presence of stability
in the paragraphs of the second
dimension
X3 Skill dimension
0.972
(Pass the test) the presence of stability
in the paragraphs of the third
dimension
X
Cultural
globalization of
tourism
0.991
(Pass the test) the presence of stability
in the paragraphs of the independent
variable
Y
Community
behavior
0.987
(Pass the test) the presence of stability
in the paragraphs of the dependent
variable
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Source: Prepared by the researcher according to the program's results (SPSS V 23)).
Fifth: Descriptive analysis of the members of the
research sample: Table (5) shows the identifying
information of the individuals of the sample surveyed,
which included variables (gender, age group, academic
qualification), summarized as follows:
Table (5) Description of the members of the research sample
Variables
Target Audience
Number
Rate %
Gender
Male
51
68%
Female
24
32%
Total
75
%100
Social milieu
To watch
61
81.33%
Countryside
14
18.67%
Total
75
%100
Age Group
Less than 19 years
old
4
5.33%
19-30
years
31
41.33%
All paragraphs of the
questionnaire
0.995
(Pass the test) the presence of stability
in the overall paragraphs of the
questionnaire
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31-40
years
22
29.33%
41-50
years
11
14.68%
51 years and above 7
9.33%
Total
75
%100
Qualification
Primary
8
10.67%
Intermediate or middle
school
17
22.67%
Diploma or less
12
16%
Bachelor
32
42.66 %
Higher degree
6
8%
Total
75
%100
Source: Prepared by the researcher based on the results of the SPSS V23 program
Sixth: The importance of research variables (cultural
globalization of tourism) and (local community
behavior): -
This paragraph refers to the answers of the sample
members, numbering (75) individuals, about the
contents of the questionnaire questions related to the
independent variable (cultural globalization of
tourism) and its dimensions and the dependent
variable (local community behavior), where tables
were adopted that show the directions of the sample
answers for each paragraph, as the arithmetic means,
standard deviation and relative importance were used
and according to the answer strength matrix.
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Source: Prepared by the researcher based on the results of the SPSS V23 program
Answer
Weighted average in
weights
Level
Strongly disagree From 1 to 1.79
low
I don't agree
From 1.80 to 2.59
neutral
From 2.60 to 3.39
medium
I agree
From 3.40 to 4.19
High
I strongly agree From 4.2 to 5
Source: (Barakat: 2013:P13)
1. Cultural globalization of tourism: The research
questionnaire in its axis for measuring cultural
globalization of tourism included (9) questions
distributed over (3) dimensions to find the availability
of the elements of cultural globalization for tourism
and the results of the sample answers to the axes were
as follows:
a.The cognitive dimension: The value of relative
importance (77.25%), which is a high percentage
confirms the agreement of the research sample on
most of the paragraphs of this axis, where the
arithmetic mean of this axis was recorded (3.86), which
is located within the period (3.40 to 4.19), and this
means that the responses of the sample are heading
towards agreement, and a standard deviation (1.15),
which indicates the homogeneity of the answers
regarding the (cognitive dimension) as in Table (7).
Table (7) Description of the sample answers to the paragraphs of the first dimension
(the cognitive dimension) of the variable of cultural globalization of tourism
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Source: Prepared by the researcher based on the results of the SPSS V 23 program
The importance levels of the paragraphs of the
cognitive dimension were distributed between the
highest level of response achieved by paragraph (Q2)
with an arithmetic mean of (4.05) a standard deviation
of (1.150), and a relative importance of (81.08%),
confirming the agreement of most members of the
research sample on this paragraph, which states (that
tourism contributes, according to its type, to
supporting the national economy), while paragraph
(Q3)) achieved the lowest level of response among the
paragraphs of the cognitive dimension, as its
arithmetic mean value was (3.63) and the standard
deviation was recorded (1.194), and a relative
importance of (72.58%), confirming the agreement of
some members of the research sample on (ideas,
opinions,
information
and
experiences
are
exchanged).
B- Emotional dimension: The value of relative
importance (78.25%), which is a high percentage that
confirms the agreement of the research sample on
most of the paragraphs of this axis, where the
arithmetic mean of this axis was recorded (3.91), which
is located within the period (from 3.40 to 4.19), and this
means that the responses of the sample are heading
towards agreement, and a standard deviation (1.175),
which indicates the homogeneity of the answers
regarding the (emotional dimension) as in Table (8).
Dimensions
Paragraphs
Arithmetic
mean
Standard
deviation
Materiality
%
1
2
3
4
5
Sample answers and percentages
f % f %
f
% f
%
f
%
X
1
Cognitive
dimension
Q1 4 5.3 7 9.3 3 4 39 52 22 29.3 3.91
1.093
78.08
Q2 4 5.3 6 8
5 6.7 27 36 33 44 4.05
1.150
81.08
Q3 5 6.7 8 10.7 18 24 23 30.7 21 28 3.63
1.194
72.58
Total
3.86
1.15
77.25
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Table (8) Description of the sample answers to the paragraphs of the second dimension
(the emotional dimension) of the variable of cultural globalization of tourism
Dimensions
Paragraphs
Arithmetic
mean
Standard
deviation
Materiality
%
1
2
3
4
5
Sample answers and percentages
f % f % f % f %
f %
X
2
Emotional
dimension
Q4 6 8 9 12 7 9.3 36 48 17 22.7 3.65
1.191
73.08
Q5 3 4 4 5.3 7 9.3 20 26.7 41 54.7 4.23
1.085
84.56
Q6 7 9.3 6 8 4 5.3 32 42.7 26 34.7 3.85
1.249
77.1
Total
3.91
1.175
78.25
Source: Prepared by the researcher based on the results of the program SPSS V23
The levels of importance of the paragraphs of the
(emotional dimension) dimension were distributed
between the highest level of response achieved by
paragraph (Q5) with an arithmetic mean value of (4.23)
and a standard deviation of (4.23) and relative
importance of (84.56%), confirming that most of the
research sample members agreed on this paragraph,
which sugg
ests that (tourism reflects the individual’s
adherence to and pride in his heritage, traditions, and
identity). In contrast, paragraph (Q4) achieved the
lowest level of response among the paragraphs of
(emotional dimension), as its arithmetic mean value
was (3.65). The standard deviation was recorded
(1.1911.191), and the relative importance was (73.08%),
confirming that the research sample members agreed
that (domestic tourism contributes to reflecting the
positive state in daily life). T- Skill dimension: The
relative importance value reached (74.87%), which is a
high percentage that confirms the research sample’s
agreement on most of the paragraphs of this axis, as
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the arithmetic mean for this axis was recorded as
(3.74), which falls within the period (3.40 to 4.19). This
means that the sample’s answers are strongly inclined
towards agreement, and a standard deviation of (1.20)
indicates the extent of homogeneity of the answers
regarding (the skill dimension), as in Table (9).
Table (9) Description of the sample’s answers to the paragraphs of the third dimension
(the skill dimension) of the cultural globalization variable of tourism
Dimensions
Paragraphs
Arithmetic
mean
Standard
deviation
Relative
importance
%
1
2
3
4
5
Sample answers and percentages
f % f %
f %
f %
f %
X3
Skill
dimension
Q7 5 6.7 4 5.3 7 9.3 23 30.7 36 48
4.08
1.183
81.6
Q8 6 8 8 10.7 22 29.3 22 29.3 17 22.7 3.48
1.190
69.6
Q9 7 9.3 5 6.7 14 18.7 29 38.7 20 26.7 3.67
1.212
73.42
Total
3.74
1.20
74.87
Source: Prepared by the researcher based on the results of the program
23
SPSS V
The levels of importance of the paragraphs of the (skill
dimension) were distributed between the highest level
of response achieved by paragraph (Q7) with an
arithmetic mean value of (4.08) and a standard
deviation of (1.183), and relative importance of (81.6%),
which confirms the agreement of most members of
the research sample on this paragraph, which suggests
(the possibility of learning foreign languages through
daily interactions and dealings with tourists), while
paragraph (Q8) achieved the lowest level of response
among the paragraphs of (the skill dimension), as its
arithmetic mean value reached (3.48). The standard
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deviation was recorded (1.190), and the relative
importance was (69.6%), which confirms the
agreement of members of the research sample (that
tourism constitutes an essential aspect in supporting
skills and other products). Accordingly, it is clear from
Table (10) that the weighted arithmetic mean value of
the variable (cultural globalization of tourism) reached
(3.84), which falls within the period (3.40 to 4.19), and
this means that the sample's answers are heading
towards the agreement, with a standard deviation of
(1.18), which indicates the degree of homogeneity in
the research sample's answers regarding this variable.
At the same time, the relative importance recorded
(76.79%), which is a high percentage that confirms the
research sample's agreement on most of the
paragraphs on (cultural globalization of tourism).
Table (10) The level of importance of the independent variable (cultural globalization of
tourism
(
Symbol
Variables
Cultural
globalization
of tourism
Weighted
arithmetic
mean
Standard
deviation
Relative
importance
%
Sample
response
level
Arrangement
X1
X1 Cognitive
dimension
3.86
1.15
77.25
high
First
X2
Affective
dimension
3.91
1.175
78.25
high
Second
X3
Skill
dimension
3.74
1.2
74.87
high
Third
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X
Cultural
globalization
of tourism
3.84
1.18
76.79
high
Fourth
ردصملا
:
دادعا
ةثحابلا
دامتعلااب
ىلع
جئاتن
جمانرب
SPSS V23
To compare the axes of (cultural globalization of
tourism) in terms of relative importance, it is noted
that the axis of (emotional dimension) obtained the
highest level of relative importance at (78.25%), and the
axis of (skill dimension) recorded the lowest level at
(74.87%), as shown in Figure (1).
Figure (2) shows the relative importance of the axes of
cultural globalization of tourism
Measuring the level of importance, arithmetic mean,
and standard deviation of the independent variable
(cultural globalization of tourism) showed that the
largest share of the answers of the research sample
was (for the emotional dimension), and this indicates
the importance of (the desired positive behaviors
towards tourism and tourists, to contribute effectively
to the development of tourism), then (the cognitive
dimension), which is represented by (the concept of
tourism, its importance to the national economy,
tourist attractions, the importance of domestic
tourism, the tourism industry, tourism planning, and
the future of tourism in the country).
2: Local community behavior: The research
questionnaire included in its axis for measuring the
reduction of local community behavior (8) questions to
find the extent of the availability of local community
behavior among (the research sample), and the results
of the sample's answers were as follows:
The relative importance value reached a high
percentage of (77.80%), indicating a strong consensus
among the research sample on most of the aspects of
this axis. The arithmetic mean for this axis was
70.00%
75.00%
80.00%
فرعملا دعبلا
ي
دعبلا
ينادجولا
دعبلا
يراهملا
Series1
77.25%
78.25%
74.87%
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recorded at (3.89), falling within the period (3.40 to
4.19), which further confirms the sample's agreement.
The standard deviation of (0.67) indicates the extent of
homogeneity of the answers regarding local
community behavior, as shown in Table (11)
Table (11) Description of the sample's answers to the paragraphs of the dependent
variable (local community behavior
Dimension
Paragraphs
Arrangement Standard
deviation
Relati
ve
impor
tance
%
1
2
3
4
5
Sample answers and percentages
f % f % f % f % f %
Y
Local
communit
y
behavior
Q1
0
6 8
3 4 9 12
2
4
32
3
3
44 4.00
1.208
80
Q1
1
3 4
4
5.
3
3 4
3
7
49.
3
2
8
37.
3
4.11
0.994
82.06
Q1
2
8
10.
7
6 8 9 12
2
9
38.
7
2
3
30.
7
3.71
1.282
74.2
Q1
3
3 4
5
6.
7
6 8
2
5
33.
3
3
6
48 4.15
1.087
82.92
Q1
4
1
1
14.
7
9 12 4 5.3
2
0
26.
7
3
1
41.
3
3.68
1.481
73.58
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Q1
5
4 5.3 3 4
1
4
18.
7
3
5
46.
7
1
9
25.
3
3.83
1.032
76.54
Q1
6
8
10.
7
6 8 7 9.3
2
2
29.
3
3
2
42.
7
3.85
1.343
77.06
Q1
7
4 5.3 9 12 8
10.
7
3
1
41.
3
2
3
30.
7
3.80
1.162
76.02
Total
3.89
1.20
77.80
Source: Prepared by the researcher based on the results of the SPSS V 23 program.
The levels of importance of the paragraphs of the
variable (local community behavior) were distributed
between the highest level of response achieved by
paragraph (Q13) with an arithmetic mean of (4.15) and
a standard deviation of (1.20) and relative importance
of (82.92%) to confirm that most of the research
sample members agreed on this paragraph, which
suggests that (the residents of the local community are
working to acquire foreign languages). In contrast,
paragraph (Q14) achieved the lowest level of response
among the paragraphs (local community behavior), as
its arithmetic mean value was (3.68). The standard
deviation was recorded (1.481), and the relative
importance of (73.58%) to confirm that the research
sample members agreed (that the residents are
working to support cultural exchange and not clash).
Seventh: Testing research hypotheses:
The simple correlation coefficient (Pearson) was used
to determine the relationship between the research
variables and test the effect of the independent
variable on the dependent variable using the simple
linear regression model and the multiple regression
model. The F-test was used to determine the
significance of the effect of the independent variable
on the dependent variable. The coefficient of
determination R2 was also used to determine the
percentage of the influence and contribution of the
independent variable to the dependent variable. The
research hypotheses will be tested through the
following paragraphs:
1. Testing the hypotheses of association and influence:
To test the hypotheses of the correlation relationship
between (cultural globalization of tourism) and (local
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community behavior), the correlation coefficient
between the variables was tested to explain the
strength and direction of the correlation between the
variables of the hypothesis. If the value of the
correlation coefficient was between (0.50) and (1), this
indicated the strength of the correlation relationship
and the appearance of the mark (**) or (*) in the
results of the statistical analysis program v23 SPSS to
confirm the significance of the correlation relationship
between the variables at the level of significance (0.01)
and (0.05) respectively. The F test was applied to
determine the importance of the effect of the
independent variable (cultural globalization of
tourism) on the dependent variable (local community
behavior). If the probability value (Sig.) is less than the
significance level of (0.05), this indicates the presence
of a statistically significant effect, and vice versa. If the
calculated value of (F) is more important than its
probability table value, this indicates (the presence of
a statistically significant effect, and vice versa. The
value of the determination coefficient R2 was also
extracted, which shows the percentage of explanation
for (cultural globalization of tourism) and the variable
(local community behavior). The following hypotheses
will be tested in this paragraph:
The first primary hypothesis:
(There is a statistically significant correlation between
the cultural globalization of tourism and local
community behavior). The secondary hypotheses
emerge from it as follows:
●
There is a statistically significant correlation between
the cognitive dimension and local community
behavior.
●
There is a statistically significant moral correlation
between the emotional dimension and the behavior of
the local community.
●
There is a statistically significant moral correlation
between the skill dimension and the behavior of the
local community.
The second primary hypothesis:
(There is a statistically significant moral effect of the
cultural globalization of tourism on the behavior of the
local community)
From which the secondary hypotheses emerge as
follows:
●
There is a statistically significant moral effect of the
cognitive dimension on the behavior of the local
community.
●
There is a statistically significant moral effect of the
emotional dimension on the behavior of the local
community.
●
There is a statistically significant moral effect of the
skill dimension on the behavior of the local community.
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The results of testing the hypotheses of association
and influence between them (simple linear regression
model) according to Table (12) were as follows: 1.
Accepting the first secondary hypothesis arising from
the first central hypothesis, which states (there is a
significant statistically significant correlation between
the cognitive dimension and the behavior of the local
community) with a confidence rate of (95%), as the
value of the correlation coefficient was recorded
(0.983) to establish this correlation between them
according to the opinions of the research sample. The
calculated F value was (2042.54), which is significant,
meaning that there is a statistically significant effect of
the variable (cognitive dimension) on (local community
behavior), which means accepting the first secondary
hypothesis arising from the second central hypothesis
(there is an effect between the two variables).
Accordingly, the value of the coefficient of
determination was recorded as 0.965%) which
indicates the percentage of influence and contribution
of (cognitive dimension) to (local community
behavior). 2. Accepting the second secondary
hypothesis arising from the first central hypothesis,
which states (there is a statistically significant moral
correlation between the emotional dimension and the
behavior of the local community), as the value of the
correlation coefficient was recorded (0.986) to
establish this correlation between them according to
the opinions of the research sample. The calculated F
value was (5296.57), which is significant, meaning that
there is a statistically significant effect of the variable
(emotional dimension) on (local community behavior),
and this means accepting the second secondary
hypothesis arising from the second central hypothesis
(there is an effect between the two variables).
Accordingly, the value of the coefficient of
determination was recorded (0.973%), which indicates
the percentage of influence and contribution of
(emotional dimension) to (local community behavior).
3. Accepting the third secondary hypothesis emanating
from the first central hypothesis, which states (there is
a statistically significant moral correlation between the
skill dimension and the behavior of the local
community) with a confidence rate of (95%), as the
value of the correlation coefficient was recorded
(0.981) to establish this correlation between them
according to the opinions of the research sample. The
calculated F value was (1820.31) which is significant,
meaning that there is a statistically significant effect of
the variable (the skill dimension) on (the behavior of
the local community), and this means accepting the
third secondary hypothesis emanating from the
second central hypothesis (there is an effect between
the two variables). Accordingly, the value of the
determination coefficient was recorded (0.961%),
which indicates the percentage of influence and
contribution of (the skill dimension) to (the behavior of
the local community). 4. Accepting the central
hypothesis
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4. Accepting the first central hypothesis, which states
(there is a statistically significant moral correlation
between the cultural globalization of tourism and the
behavior of the local community) with a confidence
rate of (95%), as the value of the correlation coefficient
was recorded (0.990), which is significant to establish
this correlation between them according to the
opinions of the research sample.
The calculated F value was (3490.44), which is
significant, meaning that there is a statistically
significant effect of the variable (cultural globalization
of tourism) on (local community behavior), which
means accepting the second central hypothesis (there
is an effect between the two variables). Accordingly,
the value of the determination coefficient was
recorded (0.980%), which indicates the percentage of
the impact and contribution of (cultural globalization
of tourism) to (local community behavior).
Table (12) Results of testing the hypothesis of the correlation and influence of cultural
globalization of tourism on local community behavior
Variables
Pearson's
correlation
coefficient
r
Coefficient of
determination
R2
F- test
Interpretation
Independent
Certified
The
accountant
Tabular
Probability
value sig.
Cognitive
dimension
Community
Behavior
0.983
0.965
2042.54
3.97
0.000
The
presence of
a significant
correlation
and thus the
acceptance
of the first
secondary
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hypothesis,
and
therefore
there is an
effect
Emotional
dimension
Community
Behavior
0.986
0.973
5296.57
0.000
The
presence of
a significant
correlation
and thus the
acceptance
of
the
second
secondary
hypothesis,
and
therefore
there is an
effect
Skill
dimension
Community
Behavior
0.981
0.961
1820.31
0.000
The
presence of
a significant
correlation
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and thus the
acceptance
of the third
secondary
hypothesis,
and
therefore
there is an
effect
Cultural
globalization
of tourism
Community
Behavior
0.990
0.980
3490.44
0.000
The
presence of
a significant
correlation
and thus the
acceptance
of the first
and second
main
hypotheses,
and
therefore
there is an
effect.
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Source: Prepared by the researcher based on the results of the SPSS V23 program
2. Multiple regression test:
The multiple regression test was applied to identify and
determine the impact of the dimensions of (cultural
globalization of tourism) combined with the studied
phenomenon (local community behavior) and its
dimensions, and the results were according to Table
(13) as follows:
There is a relationship between the dimensions of the
independent variable combined and the dependent
variable (local community behavior), as the calculated
F value reached (0.965). This is significant because it is
greater than the tabular F of (2.73) and the value of the
coefficient of determination (0.98%), which shows the
percentage of influence and contribution.
Table (13) Results of the hypothesis test of the association and impact of cultural
globalization of tourism on local community behavior
Independe
nt
variables
Depende
nt variable
Pearson'
s
correlatio
n
coefficie
nt
r
Coefficient
of
determinati
on R2
F- test
Interpretati
on
The
accounta
nt
Tabul
ar
Probabili
ty value
sig.
Cognitive
dimension
Communit
y
Behavior
0.99
0.98
1184.7
2.73
0.000
There is a
significant
correlation
Emotional
dimension
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Skill
dimension
and
therefore
there is an
effect
between the
dimensions
of
the
independent
variable and
the
dependent
variable.
Source: Prepared by the researcher based on the results of the 23SPSS V program
CONCLUSIONS AND RECOMMENDATIONS
Each scientific research study produces some results
based on the answers of the research sample, which
were evaluated and analyzed in accordance with the
scientific directions of the research project, as
explained in the first paragraph. Based on this, a set of
conclusions was reached within the second paragraph,
while
the
third
paragraph
included
its
recommendations.
A. Results:
1. There is a statistically significant moral correlation
between the cognitive dimension and the behavior of
the local community, and accordingly, there is an
impact.
2. There is no statistically significant moral correlation
between the emotional dimension and the behavior of
the local community; accordingly, there is no impact.
3. There is a statistically significant moral correlation
between the skill dimension and the behavior of the
local community, and accordingly, there is an impact.
4. There is a statistically significant moral correlation
between the cultural globalization of tourism and the
behavior of the local community; accordingly, there is
an impact.
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5. The results confirmed that the secondary
independent variables that have the most significant
impact on the dependent variable are (the emotional
dimension).
6. The results confirmed that the secondary
independent
variables
combined
impact
the
dependent variable (local community behavior).
B- Conclusions:
The research sample members agreed on the
following:
1. The cultural globalization of tourism, represented by
the individual's possession of a certain amount of
knowledge, information, spiritual values, and skills,
represents an appropriate context for him to adopt
rational tourism behavior towards all tourist
attractions, their aspects, and their characteristics.
2. The desired positive behaviors towards tourism and
tourists
contribute
effectively
to
tourism
development.
3. according to its type and planning, tourism
contributes to supporting the country's national
economy and future.
4. Tourism reflects the individual's adherence to and
pride in his heritage, traditions, and identity.
5. Tourism sometimes contributes to involving the
individual in strange social customs and occasions that
work to deviate the individual from his customs and
traditions.
6. Learning foreign languages through daily
interactions and dealings with tourists contributes to
building the essential capabilities to increase culture
among individuals.
7. The local community works to acquire foreign
languages to interact with foreign tourists and raise
the cultural and civilizational level.
T- Recommendations
1. Work on exchanging ideas, opinions, information,
and experiences to increase knowledge of the
importance of tourism and its development.
2. Ensure that domestic tourism reflects the favorable
situation in daily life.
3. Support other skills and products and work to
enhance the use of technology in tourism activity.
4. Work on developing cultural rapprochement and
understanding with foreign tourists.
5. Work on highlighting the diverse patterns of society
(unique cultural characteristics) for tourists to spread
awareness about the nature of this society.
REFERENCES
First: Arabic
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1.
Al-Mansour, Abdul Aziz, (2009), Globalization and
Future Arab Options, Damascus University Journal
of Economic and Legal Sciences, Volume (25), Issue
(2), p. 562.
2.
Al-Jubouri, Abdullah Saleh Ali, (2012), Cultural
Reflections of Globalization on the Local
Community (An Anthropological Study in Al-Hawija
District), PhD Thesis (Unpublished), College of
Arts, University of Baghdad.
3.
John Tomlinson, (2008), Globalization and Culture:
Our Social Experience Across Time and Space,
Translated by Dr. Ihab Abdul Rahim Muhammad,
World of Knowledge Series, Issue (354), National
Council for Culture, Arts and Letters, Kuwait.
4.
Al-Malik, Bilali Abdul, (2016), Cultural Globalization
and Its Effects on the Cultural Identity of Youth, Al-
Mi'yar Magazine, Issue (15).
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