Examination of Relationship between Behavior Engineering Model and Tour Guide Performance: the Mediating role of Cultural Competency and Moderating Effect of Entrepreneurial Mindset

Abstract

Purpose: The current study aims to test the relationship between the behavior engineering model and the performance of the tour guide through the mediating role of cultural competency and the moderating effect of the entrepreneurial mindset in tourism companies in Najaf.

Methodology/Design: The current study targeted a comprehensive inventory method on the study population represented by the directors of tourism companies and their assistants, as (111) questionnaires were distributed, and after the data was sorted and checked, it was found that the questionnaires were valid for analysis are (95) questionnaires out of (101) questionnaires were retrieved, and they were analyzed According to the method of structural equations modeling/method of least squares and using (SMART PLUS v. 3.3.2) and (SPSS v.24) to examine and analyze the data.

Results: The study reached a set of results, the most important of which is the existence of an influence and correlation relationship between the behavior engineering model and the performance of the tour guide, and the cultural competency and the entrepreneurial mindset reinforced this relationship.

Authenticity/Value: The study adopted the employment of an intermediate and an interactive variable to show their impact on the relationship between the independent variable and the dependent variable. This is a new trend in the field of research and application.