Introduction

With the growing prevalence of cultural tourism, the management and education of tourist behavior have gained a significant position in cultural tourism research. Consequently, intercultural competence has emerged as a pivotal theme in tourism studies. Tourists’ intercultural competence reflects their ability to interact appropriately and effectively with individuals from diverse cultural backgrounds, enabling them to experience positive cultural exchanges with others. The positive attitudes and behaviors that tourists display when engaging with various cultural environments are not only associated with their satisfaction with tourism experiences at the destination but also bring about beneficial effects for the local community. In addition to intercultural competence, in recent years a new dimension of sustainability—namely responsible tourism—has attracted increasing attention. Responsible tourist behavior is defined as actions or conduct driven by an individual’s social and environmental concerns, manifested through their choices and decisions related to tourism activities. Research on responsible tourism has predominantly focused on its environmental aspects, while the social dimensions of tourism activities have received comparatively little attention. Shiraz, one of Iran’s long-standing historical and cultural tourism destinations, has consistently attracted large numbers of domestic and international tourists as a prominent cultural tourism site. Among the city’s numerous cultural attractions, Hafezieh (the Tomb of Hafez) stands out as one of the most frequently visited sites. For most tourists choosing Shiraz as their travel destination, Hafezieh is considered a top priority in their itinerary of historical and cultural attractions. Tourist congestion at Hafezieh peaks during public holidays and special events such as Nowruz (the Persian New Year) and Hafez Commemoration Day. The high concentration of visitors with diverse cultural backgrounds in the garden surrounding the Tomb of Hafez highlights the importance of tourists’ intercultural competence. This factor appears to play a significant role in explaining tourists’ responsible behavior toward the environment, other tourists, and the host community. The present study aims to elaborate on this relationship.



Methodology

The present study is an applied and descriptive–analytical research. The required information and data were collected through both documentary and field methods. The statistical population consisted of tourists visiting the mausoleum of Hafezieh in Shiraz. The sample size, determined using Cochran’s formula for an unknown population at a 95% confidence level, was calculated as 384 participants; however, to ensure greater reliability, a total of 400 questionnaires were completed. In this study, tourists’ intercultural competence was conceptualized as comprising three components: awareness, attitude, and behavior, which were operationalized through 5, 5, and 7 items, respectively. Environmentally responsible behavior and socially responsible behavior were each operationalized using 5 items. All items were measured using a five-point Likert scale in the questionnaire. Considering the potential presence of international visitors at Hafezieh, the questionnaire was also translated into English and Arabic. To assess the clarity and reliability of the questionnaire, a pilot test was conducted with 40 respondents prior to the main data collection. After confirming the adequacy of the research instrument, the main sampling process was carried out. Data were analyzed using SPSS version 25, employing statistical tests such as the one-sample T-test, multiple regression analysis, one-way analysis of variance (ANOVA).



Results and discussion

The findings of the present study revealed that the level of intercultural competence—across its three dimensions of attitude, awareness, and behavior—was above average among the study population. Similarly, both socially and environmentally responsible behaviors were also evaluated as being higher than the average level. This indicates a satisfactory level of cultural understanding, awareness, and action among tourists when interacting with the destination, while also reflecting their ethical and environmental sensitivity in engaging in responsible behaviors during travel and while visiting local attractions. Another part of the analysis showed that intercultural competence had a positive and significant effect on both socially and environmentally responsible behaviors. Specifically, intercultural competence explained more than 47% of the variance in socially responsible behavior and more than 29% of the variance in environmentally responsible behavior. These results highlight the importance of tourists’ intercultural competence in sustaining the physical and social environments of tourism destinations, emphasizing its fundamental role in shaping individual behavioral patterns. Given that many tourism destinations face serious challenges such as consumerism, environmental degradation, vandalism, and local community dissatisfaction, enhancing tourists’ intercultural competence can serve as a key strategic approach toward achieving responsible and sustainable tourism.



Conclusion

The results of this study are significant from several perspectives. From a theoretical standpoint, the findings emphasize the interconnection between the cultural, social, and environmental dimensions of tourist behavior. In this regard, tourists’ intercultural competence—functioning as a cognitive–perceptual–behavioral mechanism—leads to the performance of responsible behaviors at the destination. From a managerial and policy-making perspective, this study underscores the importance of planning initiatives aimed at enhancing tourists’ intercultural competence to promote responsible behaviors and achieve sustainable tourism. Accordingly, it is recommended that tourism-related organizations and institutions—including governmental agencies, destination management systems, travel agencies, and tour guides—develop and implement specialized cultural education programs for tourists. Such initiatives can foster mutual understanding and respect between tourists and host communities, while simultaneously encouraging tourists to engage in more responsible and sustainable behaviors toward the destination environment.