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Trifunović, I. et al. (2025). Behavioral Cultural Intelligence, Legal System, Cybersecurity and Cultural Heritage as Determinants
of the Choice of Foreign Tourist Destinations, International Journal of Cognitive Research in Science, Engineering and
Education (IJCRSEE), 13(1), 207-215.
Original scientific paper
Received: January 13, 2025.
Revised: April 02, 2025.
Accepted: April 08, 2025.
UDC:
338.482:159.9
338.48‑44(1‑87)
10.23947/2334‑8496‑2025‑13‑1‑207‑215
© 2025 by the authors. This article is an open access article distributed under the terms and conditions of the
Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
*
Corresponding author: ivantrifunovic75@gmail.com
Abstract: The development of information technologies and transport services has significantly facilitated the orga‑
nization 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 empiri‑
cal 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.
Keywords: behavioral cultural intelligence, uncertainty avoidance, legal system and cybersecurity, cultural heritage,
foreign tourist destinations.
Ivan Trifunović
1*
, Žaklina Spalević
2
, Stefan Zdravković
3
, Gabrijela Dimić
4
, Miloš Ilić
5
, Dobrivoje Dubljanin
6
1
Tourist Organization of Vrnjacka Banja, Republic of Serbia, e‑mail: ivantrifunovic75@gmail.com
2
Singidunum University Belgrade, Faculty of Tourism and Hospitality Management, Republic of Serbia,
e‑mail: zspalevic@singidunum.ac.rs
3
MB University Belgrade, Faculty of Business and Law, Republic of Serbia, email: szdravkovic034@yahoo.com
4
Academy of Technical and Art Applied Studies, Belgrade, Republic of Serbia,
e‑mail: gabrijela.dimic@viser.edu.rs
5
Toplica Academy of Applied Studies, Prokuplje, Republic of Serbia, e‑mail: milos.ilic.pk@gmail.com
6
Tehcnical Faculty in Bor, University of Belgrade, Republic of Serbia, e‑mail: ddubljanin@tfbor.bg.ac.rs
Behavioral Cultural Intelligence, Legal System, Cybersecurity and Cultural
Heritage as Determinants of the Choice of Foreign Tourist Destinations
Introduction
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 in‑
fluence 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).
Behavioral cultural intelligence includes specific verbal (language) and non‑verbal skills (ges‑
tures, body language) that help a person adapt when visiting a foreign country. Possessing cultural open‑
ness, cosmopolitan attitudes, perspectives, understanding, and knowledge of foreign languages greatly
facilitates communication with the local population, making the stay abroad more comfortable (Zhang et
al., 2021). Uncertainty avoidance is one of the dimensions of national cultures, reflecting the belief that
it is necessary to avoid risky and unfamiliar situations and that everything should be regulated by certain
norms, regulations, and procedures (Hofstede, 2001), Individuals with a high degree of uncertainty avoid‑
ance will primarily spend their vacations at familiar domestic tourist destinations, while those with a low
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Trifunović, I. et al. (2025). Behavioral Cultural Intelligence, Legal System, Cybersecurity and Cultural Heritage as Determinants
of the Choice of Foreign Tourist Destinations, International Journal of Cognitive Research in Science, Engineering and
Education (IJCRSEE), 13(1), 207-215.
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 plat‑
forms. Tourists increasingly seek platforms with advanced security protocols, such as two‑factor authenti‑
cation 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 pro‑
cessing. 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, integrat‑
ing 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 tour‑
ism, 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 essen‑
tial 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 for‑
eign 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 question‑
naire. 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.
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Trifunović, I. et al. (2025). Behavioral Cultural Intelligence, Legal System, Cybersecurity and Cultural Heritage as Determinants
of the Choice of Foreign Tourist Destinations, International Journal of Cognitive Research in Science, Engineering and
Education (IJCRSEE), 13(1), 207-215.
Literature review
Cultural intelligence encompasses a set of abilities, competencies, and skills that facilitate a per‑
son’s adaptation and navigation in multicultural situations. The concept of cultural intelligence was intro‑
duced into academic literature by (Earley and Ang, 2003), who identified four basic components of cul‑
tural intelligence: metacognitive, cognitive, motivational, and behavioral factors. The metacognitive factor
refers to an overall level of cultural knowledge, while the cognitive factor involves familiarity with political
and social systems of other countries. The motivational factor represents an individual’s desire to learn
about foreign cultures, whereas the behavioral factor includes a set of skills that ease one’s stay abroad
(Zdravković and Peković, 2021). This study specifically examines the effect of the behavioral factor on
the choice of foreign tourist destinations. Previous studies (Hu et al., 2021; Zhang et al., 2021) have found
that a high level of behavioral cultural intelligence is a significant push factor and positively influences
consumers’ choices of foreign tourist destinations. Thus, the first hypothesis can be formulated as follows:
H
1
: Behavioral cultural intelligence has a enable positive impact on consumers’ choice to visit foreign
destinations.
According to (Hofstede, 1980), there are four main dimensions that differentiate national cultures:
power distance, uncertainty avoidance, individualism vs. collectivism, and masculine vs. feminine values.
Power distance refers to the attitudes of a nation’s members toward the distribution of power in society. A
high power distance indicates acceptance of an unequal power distribution concentrated in the hands of
a few, while a low power distance suggests that power is equally and evenly distributed. A high degree of
uncertainty avoidance means that people dislike new and unfamiliar situations, whereas a low degree im‑
plies that people embrace innovative situations and challenges. Individualism implies weak interpersonal
bonds within a culture and emphasizes independence, while collectivism is characteristic of societies that
value family ties and connectedness. Masculine values emphasize material wealth, while feminine values
prioritize friendly relations and social well‑being (Hofstede, 2001). This study focuses on analyzing the
impact of the cultural dimension of uncertainty avoidance (push factor) on the selection of foreign tourist
destinations. A low level of uncertainty avoidance generally indicates innovative consumer behavior and
a desire to visit foreign tourist destinations, while people with a high level of uncertainty avoidance tend
to have an aversion toward foreign tourist destinations (Arieftiara et al., 2019; Zhu et al., 2023). Accord‑
ing to data (Hofstede Insights, 2020), a high level of uncertainty avoidance is present in the Republic of
Serbia (with an index value above 90 on Hofstede’s scale of 1–100). Based on this assertion, the second
hypothesis can be formulated as follows:
H
2
: Uncertainty avoidance has a notable negative impact on the choice of foreign destinations.
When choosing a foreign tourist destination, a significant pull factor is the organization of the legal
system and safety in that country. Tourists want to visit countries where legal regulations, procedures,
and international law are respected, as well as those that take all necessary security and protection
measures against terrorist attacks (Agarwal et al., 2021). Such threats cause great fear among tourists
when considering certain destinations for vacations or when visiting foreign countries for music and film
festivals, major sports events like the Olympic Games, or any event that attracts a large audience (Kılıçlar
et al., 2018; Vereb et al., 2020). Previous studies (Agarwal et al., 2021; Tasci and Sönmez, 2019) indicate
that a well‑organized legal system ensures tourist safety and strengthens their desire to visit foreign tour‑
ist destinations, leading to the formulation of the third hypothesis:
H
3
: The legal system and safety have a notable positive impact on the choice of foreign destinations.
Cultural heritage represents one of the most significant pull factors that encourages and motivates
consumers to visit a particular foreign tourist destination (Mou and Quelhas Brito, 2024). Many destinations
attract tourists with their magnificent architectural landmarks, cultural monuments, operas, rich history, numer‑
ous churches, monasteries, and so on (Le Hong and Hsu, 2024; Rozanis et al., 2024). By learning about the
history and traditions of other countries, people broaden their perspectives, develop cultural intelligence and
openness, and gain new knowledge. Cultural tourism is becoming increasingly important, as more and more
tourists choose a destination based on the cultural heritage it possesses (Zaman and Aktan, 2021). Previ‑
ous research (López‑Guzmán et al., 2018a; López‑Guzmán et al., 2018b) has found that a country’s cultural
heritage is one of the main determinants of tourists’ decisions to visit that country. Based on this, the fourth
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Trifunović, I. et al. (2025). Behavioral Cultural Intelligence, Legal System, Cybersecurity and Cultural Heritage as Determinants
of the Choice of Foreign Tourist Destinations, International Journal of Cognitive Research in Science, Engineering and
Education (IJCRSEE), 13(1), 207-215.
hypothesis can be formulated:
H
4
: Cultural heritage has a notable positive impact on the choice of foreign destinations.
The secondary aim of this study is to determine whether there are differences in the impact
of research variables on the selection of foreign destinations when is used as a criterion classification
Generation X (people born between 1960 and 1980) and Generation Z (people born after 1995). Young
people, such as students, often participate in exchange programs and travel to foreign countries where
they complete their master’s or doctoral studies. Older individuals with successful careers frequently
travel abroad for business purposes, while those with considerable free time, like retirees, often travel to
foreign countries for tourism. Previous studies (Agarwal et al., 2021; Vereb et al., 2020) have found that
older individuals place great importance on feeling safe at foreign tourist destinations and prefer to avoid
unfamiliar situations that may cause difficulties during their stay. On the other hand, previous research
(Pandey and Charoensukmongkol, 2019; Rambocas and Mahabir, 2021) indicates that young people
have developed cultural intelligence and openness to other countries and are interested in exploring
the cultural heritage and traditions of other nations. Based on these statements, the following research
hypotheses can be formulated:
H
5a
: The effect of behavioral cultural intelligence on the selection of foreign destinations is more pro-
nounced among consumers belonging to Generation Z.
H
5b
: The impact of uncertainty avoidance on the selection of foreign destinations is more pronounced
among consumers belonging to Generation X.
H
5c
: The effect of the legal system and safety on the selection of foreign destinations is more pro-
nounced among consumers belonging to Generation X.
H
5d
: The effect of cultural heritage on the selection of foreign destinations is more pronounced among
consumers belonging to Generation Z.
Based on the formulated subject and objectives of the research, as well as the hypotheses, a re‑
search model has been designed, as presented in Figure 1.
Figure 1. Research model
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Trifunović, I. et al. (2025). Behavioral Cultural Intelligence, Legal System, Cybersecurity and Cultural Heritage as Determinants
of the Choice of Foreign Tourist Destinations, International Journal of Cognitive Research in Science, Engineering and
Education (IJCRSEE), 13(1), 207-215.
Materials and Methods
The empirical research was conducted on the territory of the Republic of Serbia during 2024, both
in person and electronically (survey). The total number of respondents is 388.
Table 1. Demographic characteristic
Number Percentage
Gender
Female 187 48.2%
Male 201 51.8%
Total 388 100%
Age
Generation X 114 29.4%
Generation Y 127 32.8%
Generation Z 147 37.8%
Total 388 100%
Education
Primary education 11 2.8%
High school 174 44.9%
Faculty 203 52.3%
Total 388 100%
Source: Authors
In the total sample, there are 201 male and 187 female respondents. Regarding the age category,
the sample includes a relatively balanced number of respondents from the generational cohorts X, Y, and
Z. In terms of education, the majority of respondents have completed a faculty 203 (52.3%).
The respondents rated statements related to the research variables using a Likert scale ranging
from 1 to 7. The statements were sourced from relevant literature, with an overview provided in Table 2.
Table 2. Statements from the questionnaire
Research
variables
Statements
Source,
adapted from:
Behavioral
cultural
intelligence
I possess verbal skills (accent, tone of voice) that make my stay abroad easier.
I possess non‑verbal skills (body language) that are important in multicultural situations.
Cultural openness and knowledge of a foreign language make staying abroad more enjoyable.
Earley and
Ang (2003)
Uncertainty
avoidance
Traveling to certain tourist destinations carries a certain level of risk.
I do not like traveling to distant and less‑explored tourist destinations.
I do not like interacting with the local population when traveling abroad.
Hofstede
(2001)
Legal system
and safety
It is important to me that the country I visit for tourism has an organized legal system.
It is very important that the country I wish to visit takes all necessary measures to
prevent terrorist attacks.
It is important for me to feel safe and secure during my stay abroad.
Liu et al.
(2021); Tasci
and Sonmezb
(2019); Vereb
et al. (2018)
Cultural
heritage
I enjoy visiting museums and operas during my stay abroad.
Knowledge of the history of other countries and visiting cultural monuments are very
valuable to me.
When choosing a foreign tourist destination I wish to visit, I consider whether it is recog‑
nized for its cultural heritage.
Rahman et
al. (2021)
Foreign tourist
destinations
I usually spend my annual vacations at foreign tourist destinations.
I recommend to my friends that they visit some foreign tourist destinations.
I recommend to my family members that they frequently visit foreign tourist destinations.
Zdravković
and Peković
(2021)
Source: Authors
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Trifunović, I. et al. (2025). Behavioral Cultural Intelligence, Legal System, Cybersecurity and Cultural Heritage as Determinants
of the Choice of Foreign Tourist Destinations, International Journal of Cognitive Research in Science, Engineering and
Education (IJCRSEE), 13(1), 207-215.
In the next section, the results of the empirical research will be presented, based on which deci‑
sions will be made regarding the confirmation of the research hypotheses.
Research and Discussion
To analyze the interrelationships among the statements used to measure the research variables, a
reliability analysis was applied (Table 3).
Table 3. Reliability analysis
Research variables Cronbach’s alpha Composite reliability (rho_a)
Behavioral cultural intelligence 0.824 0.844
Uncertainty avoidance 0.887 0.866
Legal system and safety 0.867 0.811
Cultural heritage 0.855 0.829
Foreign tourist destinations 0.899 0.871
Source: Authors’ calculation using SmartPLS 4 software
Based on the results, we conclude that all values indicators Cronbach’s alpha and Composite
reliability (rho_a) are greater than the required statistical threshold of 0.70, indicating that the variables
are measured using adequate statements.
The SEM model was implemented to examine the effects of behavioral cultural intelligence, uncertain‑
ty avoidance, legal system and safety, and cultural heritage on the selection of foreign destinations (Table 4).
Table 4. Structural Equation Model (SEM)
Hypothesis
Original sample
(O)
Standard deviation
(STDEV)
T statistics
(IO/STDEVI)
P values
Behavioral cultural intelligence
Foreign tourist destinations
0.387 0.037 5.284 0.000**
Uncertainty avoidance
Foreign tourist destinations
‑0.367 0.052 5.127 0.000**
Legal system and safety
Foreign tourist destinations
0.448 0.021 7.347 0.000**
Cultural heritage
Foreign tourist destinations
0.411 0.036 7.118 0.000**
Level of statistical signicance: **0.01; R square=0.578
Source: Authors’ calculation using SmartPLS 4 software
The coefficient of determination (R square) is 0.578, which means that 57.8% of the variability
in the choice of foreign tourist destinations is explained by the given model. Uncertainty avoidance (co-
efficient= -0.367, p values=0.000) has a significant negative statistical impact on the choice of foreign
tourist destinations, while behavioral cultural intelligence (coefficient= 0.387, p values=0.000), legal
system and safety (coefficient= 0.448, p values=0.000), and cultural heritage (coefficient= 0.441, p
values=0.000) have notable impact on the selection of foreign tourist destinations. Research hypotheses
H1, H2, H3, and H4 have been confirmed.
In the study, Bootstrap Multigroup Analysis (MGA) was applied to determine whether 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 (Table 5) from the perspective of the demo‑
graphic characteristic of age (Generation X and Z).
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Trifunović, I. et al. (2025). Behavioral Cultural Intelligence, Legal System, Cybersecurity and Cultural Heritage as Determinants
of the Choice of Foreign Tourist Destinations, International Journal of Cognitive Research in Science, Engineering and
Education (IJCRSEE), 13(1), 207-215.
Table 5. Bootstrap Multigroup Analysis (MGA) - demographic characteristic age
Relations Generation X Generation Z
Difference
(absolute)
P values
Behavioral cultural intelligence
Foreign tourist destinations
0.287 0.425 0.138 0.005**
Uncertainty avoidance
Foreign tourist destinations
‑0.457 ‑0.298 0.159 0.000**
Legal system and safety
Foreign tourist destinations
0.512 0.398 0.114 0.008**
Cultural heritage
Foreign tourist destinations
0.311 0.469 0.158 0.000**
Level of statistical signicance: **0.01
Source: Authors’ calculation using SmartPLS 4 software
The results show that the impact of uncertainty avoidance (difference 0.159, p values 0.000) and
the legal system and safety (difference 0.114, p values 0.008) on the selection of foreign destinations
is more pronounced among respondents from Generation X, while the effect of behavioral cultural intel‑
ligence (difference 0.138, p values 0.005) and cultural heritage (0.158, p values 0.000) on the selection
of foreign destinations is stronger among respondents from Generation Z.
Based on this, the hypotheses of the observed research H5a, H5b, H5c, H5d were fully confirmed.
Conclusions
The research was conducted to examine the effects of behavioral cultural intelligence, uncertainty
avoidance, legal system and Cybersecurity protecting system, and cultural heritage on the selection of
foreign destinations.
The results of the empirical study, conducted in the territory of the Republic of Serbia as a unique territo‑
rial entity, 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 destintions.
The effect of uncertainty avoidance, as well as the legal system and safety on the selection of
foreign destinations, is more pronounced among consumer from Generation X, and the impact of behav‑
ioral cultural intelligence and cultural heritage on the selection of foreign destinations is stronger among
consumers from Generation Z.
Theoretical contribution reflect an expansion of scientific knowledge on the effect of these vari‑
ables on the choice of foreign destinations.
Practical implications involve providing information to marketers that can be notable in formulat‑
ing marketing strategy.
A limitation of the research is that it was conducted in only one country, suggesting that future
studies could focus on cross‑cultural research and enhance the research model with additional signifi‑
cant determinants of foreign tourist destination choice, such as ethnocentrism, cosmopolitanism, xeno‑
centrism, cultural openness, and similar factors.
It is also possible to analyze the effect of other factors of cultural intelligence and other dimensions
of national cultures on the choice of foreign tourist destinations.
Acknowledgements
The authors would like to thank the respondents who participated in the research.
Conflict of interests
The authors declare no conflict of interest.
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Trifunović, I. et al. (2025). Behavioral Cultural Intelligence, Legal System, Cybersecurity and Cultural Heritage as Determinants
of the Choice of Foreign Tourist Destinations, International Journal of Cognitive Research in Science, Engineering and
Education (IJCRSEE), 13(1), 207-215.
Author Contributions
Conceptualization: I.T. and Ž.S., Formal Analysis: Ž.S., D.D. and S.Z., Investigation: I.T. and G.D,
Methodology: I.T., Ž.S. and S.Z., Writing – original draft: I.T., M.I. and S.Z., Writing – review & editing: Ž.S.,
G.D. and S.Z. All authors have read and agreed to the published version of the manuscript.
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