- •The importance of cross-cultural differences in marketing communications within Russia and Ireland in tourism and hospitality industry
- •Iuliia Starokon
- •Candidate Declaration
- •Dedication Acknowledgements Abstract
- •Iuliia Starokon
- •3.1 Overview 31
- •List of Figures
- •1Introduction
- •1.1 Overview
- •1.2 Research background and Significance of the study
- •1.1Research Purpose
- •1.2Research Objectives
- •1.3Structure of the Study
- •1.5 Draft Structure of Literature Review
- •2Literature review
- •2.1Overview
- •2.2 Cross-cultural marketing and its role in marketing communication context
- •2.2.1 The reflection of national features in promotion content
- •2.2.2 Cultural awareness about differences and similarities in marketing
- •2.2The impact of culture on marketing communication process
- •2.3.1 The influence of marketing promotional message on culturally different customers
- •2.3.2 The effectiveness of marketing communication mix
- •2.3Culture and cultural dimensions of Hofstede in marketing communication context
- •2.4.1 Defining culture
- •2.4.2 Hofstede’s dimensions and their application to marketing communications
- •2.5 Worldwide practices in addressing cross –cultural differences in marketing communications
- •2.5.1 “From smallest to largest” and “from largest to smallest” approaches
- •2.5.2 Emotional appeals
- •2.6 Online marketing as an important element of Integrated Marketing Communications with relations to cultural differences
- •2.6.1 The use of online marketing communications within Russia and Ireland
- •2.6.2 The effectiveness of using social media and word-of-mouth
- •2.6 Conclusion
- •3Methodology and Research Design
- •3.1Overview
- •3.2Research Philosophy and Approach
- •3.3Research Strategy
- •3.4Collection Primary Data
- •3.5 Secondary data
- •3.5Access and Ethical Issues
- •3.6Approach to Data Analysis
- •3.8 Conclusion
- •4Presentation and Analysis of Findings
- •4.1 Overview
- •4.2 Findings and discussion
- •Theme 1: Cross-cultural marketing and its role in marketing communication context
- •Validity, reliability, generalisability, certainty and/or trustworthiness.
- •4.3.1 Subtheme 1: The reflection of national features in promotion content
- •4.3.1 Subtheme 2: Cultural awareness about differences and similarities in marketing;
- •4. Tourism agency “r”.
- •4.4 Theme 2: The impact of culture on marketing communications
- •4.4.1 Subtheme 1: The influence and effectiveness of marketing promotional message on culturally different customers
- •4.5 Theme 3: Culture and cultural dimensions of Hofstede in marketing communication context
- •4.5.1 Subtheme 1: Hofstede’s dimensions and their application to marketing communications
- •4.6.2 Subtheme 2: Emotional appeals
- •4.7 Theme 5: Online marketing as an important element of Integrated Marketing Communications with relations to cultural differences
- •4.7.1 Subtheme 1: The use of online marketing communications within Russia and Ireland
- •4.7.2 Subtheme 2: The effectiveness of using social media and word-of-mouth
- •Ireland is small
4.3.1 Subtheme 2: Cultural awareness about differences and similarities in marketing;
4. Are there any aspects of marketing communications, which can be standardized? How could the same (standardized) communication message work for both countries?
This is the difficult point, as I was explaining in your last question, we standardize our message because our marketing department has a specific budget. However, we are sure that some of the messages do not work the same ways in all countries, which means that not every message can be globalised.
Tourism agency “R”.
World seems a bit smaller … but I think we all are more desperate anything we have done underlying our national difference.
I remember there was beer …Commercial was international but was set in Ireland …it was international but with specifically Irish strory…it was not universal characters it wasn’t universal message. It was playing on the Irishness of the situation …there are other universal messages in terms of family and love , success and status but..huge shown in Ireland and Russia…
Vertu telephone?
There should be some thing associated directly with as small as possible segment group for which you are a part of.
Another thing…
It would be very difficult to advertise a Prada handbag
Are you do have red hair? So there was ad with red hair buying what??? So advertising company is targeting people with red hair to have more success.
Tourism agency “I”;
Yes, but immediate choice might be different by market like in certain market we use TV advertising so if budget is big enough , in Germany on mainstream TV and France and in US, but a lot of marketing would be on social media and using the website but the message is fairly consistent, I might vary on the knowledge of destination , So a market like Great Britain would have much better understanding about Ireland then lets say America because its further away. So the further away market the message might be more generic and the closer it might be more specific to specific experience that people might want to have so, but there is consistency in messaging all the time across all over countries
!!!!!We target international people, in America they have links to Ireland or they came from Ireland but the message is not about to rich ancestry it is more about Ireland is a great place to visit. Appeals are people’s culture and….scenery
4. Tourism agency “r”.
Localized. But if you use world famous star it is ok
4.4 Theme 2: The impact of culture on marketing communications
4.4.1 Subtheme 1: The influence and effectiveness of marketing promotional message on culturally different customers
2. If the marketer is not Irish/Russian what should he/she be aware of or avoid in marketing communication message for Russia/Ireland?
It is always a good idea to have a translator or someone who perfectly knows the language, especially when you want to make a campaign for a specific country. However, our guest experience department has realized that, in general, Russian people are not so talkative or humoristic?? (I’m not sure I’m able to explain what I mean in English) but what I mean is that they usually don’t feel comfortable being very close to people or having close conversation. Usually our Irish guests spend their time talking with people at reception and having conversation whereas Russian guests just come to ask for their key.
5. What is the most important topic to concentrate on in promotional message for Russia and Ireland - product benefits and its features or additional free amenities, services, gifts?
According to our experience, I would say luxury versus location. Our Russian guests want to see that we offer luxury in all ways, art in the interiors, expensive excursions, etc. On the other hand, Irisih guests usually recommend (or complain about) views or/and location.
Tourism agency “R”.
… Ok.. There is a big difference is political sensitivities here and in Ireland. .. There are a lot of political issues and associations you cant ins=clude in advertising here ( Russia) where in Ireland you would probably … would not be even aware of them. … say that guy there (in Ireland ) happened to be American ..first of all he is probably a foreign .. so if he would be a neutral American , …not a character a character of an American. This would not make any difference in Ireland. Whereas if you have an American (in Russia) as gero of advertising…it would have negative impression …because of political perception or attention.
There other issues… Russia still isn’t worried about sexism, chauvinism … and to an extent even racism …Because political sensitivity as delicate as In Ireland ..and in West in general you can see that sensitivity so quickly .. you have to be very careful to associate product with something could be interpreted as racist, sexist, …those sensitivities dont exist here yet, it seems