Journal of Intelligent Strategic Management

Journal of Intelligent Strategic Management

Investigating the factors affecting the relationship between cultural intelligence based on soft and creative technologies in Homa-Shiraz Airlines (a mixed study)

Document Type : Original Article

Authors
Hossein Nezhad Asghari Bisheh 1
Hassan Soltani 1
Hamid Mahmoudian 2
1 Department of Management, Shi.C., Islamic Azad University, Shiraz, Iran.
2 Department of Jurisprudence and Low, Shi.C., Islamic Azad University, Shiraz, Iran.
10.87453/bumara.2026.373601.4843
Abstract
The aim of this study is to investigate the factors affecting the relationship between cultural intelligence and organizational interactions with an emphasis on the role of soft and creative technologies (a case study of Homa-Shiraz Airlines), which was conducted using a (qualitative and quantitative) method. The research method in the qualitative stage is based on grounded theory. To collect data, semi-structured interviews were used and information analysis was performed using the Strauss and Corbin method and the paradigm model. Sampling was carried out using a theoretical method and a purposeful technique, based on which 18 interviews were conducted with members of the Azad University faculty and senior managers of Homa Airlines. In the quantitative section, the statistical population was all managers and experts of Homa-Shiraz Airlines (1100), and using the Cochran formula and simple random sampling method, (267) people were selected as a statistical sample. The research method in the quantitative phase is based on the structural equation model, using the partial least squares method and with the help of SmartPLS software. To collect data, a questionnaire extracted from qualitative data was used and the validity of the questionnaire was confirmed through the expert opinion method and its reliability was confirmed through Cronbach's alpha (8/.), For the tested model, the absolute fit index GOF was obtained as 65/., which indicated that the value obtained for this index indicated the appropriate fit of the test model. Based on the research findings, 37 categories were identified in the form of 6 main dimensions, which are: causal factors (communication skills, cultural diversity, individual mental skills, cultural commonalities, cultural expectations, educational programs and personality traits), contextual (learning ability, cultural interactions, behavioral responses, participation, self-confidence, quality personal relationships, intelligence and interpersonal communication), interventional (sociability, mutual understanding and tolerance, cultural adaptation, peaceful coexistence, individual exchanges, relationship management and cultural awareness), strategies (creativity and analytical power, norms, trust, intragroup relations, cultural cohesion, knowledge systems, social technology, intellectual content, psychological activities, technological innovation and abstract thinking) and consequences (dual functions, technological ethics, standardization and technological promotion).
Keywords
Communication
cultural intelligence
organizational interactions
technology
soft
creative

Subjects

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Journal of Intelligent Strategic Management
Volume 5, Issue 1 - Serial Number 13
Spring 2026
Pages 321-366