Exploring the Relationship between the Culture of Cooperation and the Creative Performance of Tourism Hoteling Organizations Staff
Subject Areas :majid sarani 1 , ali akbar amin bedokhti 2 , sakineh jafari 3
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Keywords: Culture of Cooperation# Creative Performance# Working Environment# Tourism, Hoteling# ,
Abstract :
In today’s competitive world, the key to success of tourism and hoteling organizations lies in their provision of creative products and services with regard to the different needs of their customers. As the staff’s creativity could provide organizations with some competitive advantages, they need to try more to increase their employees’ creativity so that they may enjoy such advantages. This applied descriptive-correlative study, therefore, set out to investigate the relationship between the culture of cooperation and the creative performance of those staff members working in tourism organizations and two, three and four-star hotels in Yazd, Iran. To this end, a population of 172 supervisors and employees from all two, three and four-star hotels of Yazd city were selected through stratified random sampling. Having administered the standard questionnaires on culture of cooperation, working environment, and creative performance, the collected data were analyzed through the path analysis model, using LISREL software. The findings of the study indicated a significant positive and direct correlation between the culture of cooperation and the employees’ creative performance, while the culture had no such effect on the creativity of the staff when enforced through the procedural justice as an intervening variable. It was also found that there was a significant indirect relationship between the culture and the employees’ creative performance when the sharing of knowledge acted as a mediator, and that the cooperative culture had an indirect effect on employees’ creativity with the motivation acting as a mediator. Moreover, the culture of cooperation proved to have a significant indirect influence on the employees’ creative performance with the promotion factor acting as an intervening variable.
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