University of Guilan Geographical Studies of Coastal Areas Journal 2783-1191 2 2 2021 08 23 Cultural competence measurement of tour leaders from the viewpoint of domestic tourists (comparative study of group package tours of Masuleh and Abyaneh) Cultural competence measurement of tour leaders from the viewpoint of domestic tourists (comparative study of group package tours of Masuleh and Abyaneh) 133 168 4993 10.22124/gscaj.2021.20219.1091 FA Saeideh Esmaeili PhD Student of Tourism, Allameh Tabataba'i University Tehran, Iran Houman Tampi PhD Student of Tourism, Allameh Tabataba'i University Tehran, Iran Journal Article 2021 07 23 The cultural competence of tour leaders has a significant impact on their job performance and the satisfaction of tourists from the travel agency. Therefore, it is necessary to pay more attention to this issue in tourism researches.  The present study aimed to evaluate the cultural competence of tour leaders in two historical destinations of Masuleh and Abyaneh. The research population included the domestic tourists traveling through group package tours in these two destinations. The dimensions and components of the cultural competence of the leaders were investigated using a semi-open questionnaire. The collected data were analyzed using structural equation modeling and LISREL software. The results showed that among the ten cultural competence indices of tour leaders of Abyaneh and Masuleh, Understanding the local culture (Abyaneh), Understanding local travel environment (both), the cultural mediation (both), Language ability (Abyaneh), Cross-cultural communication, and Interaction skills (both), and cultural empathy (Masuleh) are components that must be developed in tour leaders of two destinations to increase the satisfaction of tourists and their loyalty to travel agency. Therefore, the directors of educational institutions and guild associations could teach the knowledge and skills related to cultural competence to practical tour guides during the tour, in addition to training courses. The cultural competence of tour leaders has a significant impact on their job performance and the satisfaction of tourists from the travel agency. Therefore, it is necessary to pay more attention to this issue in tourism researches.  The present study aimed to evaluate the cultural competence of tour leaders in two historical destinations of Masuleh and Abyaneh. The research population included the domestic tourists traveling through group package tours in these two destinations. The dimensions and components of the cultural competence of the leaders were investigated using a semi-open questionnaire. The collected data were analyzed using structural equation modeling and LISREL software. The results showed that among the ten cultural competence indices of tour leaders of Abyaneh and Masuleh, Understanding the local culture (Abyaneh), Understanding local travel environment (both), the cultural mediation (both), Language ability (Abyaneh), Cross-cultural communication, and Interaction skills (both), and cultural empathy (Masuleh) are components that must be developed in tour leaders of two destinations to increase the satisfaction of tourists and their loyalty to travel agency. Therefore, the directors of educational institutions and guild associations could teach the knowledge and skills related to cultural competence to practical tour guides during the tour, in addition to training courses. https://hgscaj.guilan.ac.ir/article_4993_e32bc69f056e00b3d33650d5148a6a03.pdf