The importance of cross-cultural differences in marketing communications within Russia and Ireland in tourism and hospitality industry

Research dissertation presented in partial fulfilment of the requirements for the degree of MSc in International Business Management

Griffith College Dublin

Dissertation Supervisor: Deirdre Gorman

Iuliia Starokon

25^th May 2017

Candidate Declaration

Candidate Name: Iuliia Starokon

I certify that the dissertation entitled:

The importance of cross-cultural differences in marketing communications within Russia and Ireland in tourism and hospitality industry.

submitted for the degree of: MSc in International Tourism is the result of the my own work and that where reference is made to the work of others, due acknowledgment is given.

Candidate signature:

Date:

Supervisor Name:

Supervisor signature:

Date: 25^h September 2017

Dedication Acknowledgements Abstract

The importance of cross-cultural differences in marketing communications within Russia and Ireland in tourism and hospitality industry

Iuliia Starokon

Table of Contents

Candidate Declaration II

Dedication III

Acknowledgements IV

Abstract V

List of Figures IX

1 Introduction 1

1.1 Research Purpose 4

1.2 Research Objectives 4

1.3 Structure of the Study 4

OLD VERSION 29

2 Literature Review 29

2.1 Conclusion 45

3 Methodology and Research Design 46

3.1 Overview 46

3.2 Research Philosophy and Approach 46

3.3 Research Strategy 47

3.4 Collection Primary Data 47

3.4.1 Sources 47

3.4.2 Access and Ethical Issues 49

3.5 Approach to Data Analysis 50

3.6 Conclusion 51

4 An ethnological approach generically refers to qualitative approaches used 52

5 to identify and/or compare cultures. This approach, which guides emic studies 52

6 of culture, provides a descriptive appraisal of cultures. The core concept of this 52

7 approach is that cultures are so complex that they cannot be measured but 52

8 merely observed and described. Through the thorough description of cultural 52

9 groupings and cultural characteristics, ethnological description can provide rich 52

10 information that is often extremely useful in formulating research hypotheses. 52

11 This approach can help identify the unit of analysis of culture, which is fundamental to cultural studies. Examples of the ethnological approach include Hall’s 52

12 classification of high- and low-context cultures and Gannon’s cultural metaphor 52

13 approach (see, Soares, Farhangmehr, & Shoham, 2007). This approach has been 52

14 rarely used in hospitality and tourism studies. 52

15 Grounded in the concept of national character and the premise that core cultural values are learned during childhood, the second approach, involving the 44 JOURNAL OF HOSPITALITY & TOURISM RESEARCH 53

16 use of proxies or validated regional affiliation, defines culture based on characteristics that reflect and resemble culture (Lenartowicz & Roth, 1999). The 53

17 common proxies that are used include nationality, place of birth, and country of 53

18 residence. This approach can be used at different levels of culture, including 53

19 group levels, organizational levels, national levels, or a group of nations, such 53

20 as the European Union, Asian nations, or Western nations. Using those proxies 53

21 to operationalize culture is very common in business as well as tourism and 53

22 hospitality literature because nationality, place of birth, or country of residence 53

23 can be easily identified along clear geographic boundaries. For example, 53

24 Sussmann and Rashcovsky (1997) studied the cross-cultural differences on 53

25 general travel behavior between English-speaking and French-speaking 54

26 Canadian using language as cultural proxy. Yu and Ko (2012) examined the 54

27 perception of and possible participation in medical tourism among Chinese, 54

28 Japanese, and Korean respondents with nationality as surrogate for culture. 54

29 However, this approach has been criticized for the absence of measures to 54

30 test hypothesized relationships between the dependent variables and culture. 54

31 The proxies can only serve as nominal data. Lenartowica and Roth (1999) suggested that the use of the regional affiliation should be granted by two conditions. First, the sociodemographic variables should be controlled through either 54

32 sample design or the use of covariates. Second, the respondents should spend 54

33 their childhood in the country of interest if the research includes individuallevel measures. 54

34 Presentation and Discussion of the Findings 55