- •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
4.6.2 Subtheme 2: Emotional appeals
10. What mostly appeals (images, destinations) to the emotions of audiences (create emotional bonding)? With what might customers empathize?
Well each company has to use what they have, we use histoy, since we have been here for a lot of time with same staff, and location at the same time, but you have to play with what the company has.
#10 - 10. What mostly appeals (images, destinations) to the emotions of audiences (create emotional bonding)? With what might customers empathize?
So is anything particularly eye-catching for Irish ?for Russian ? Not sure…
Tourism agency “I”;
Yes, I think it is very important. .. I think it is functional communication .. going back to hotel , the quality of service ..that comes to every destination …they expect to have a certain standard which motivate you to come here . ..Emotional is much more important either that you made feel welcom , that you enjoy… target something special … . Emoutional bond is very important . We often do this using music, through that sense of fan , being part of it . …
Tourism agency “R”.
…Few years ago we created website promoting Ireland in Russian to the Russian language audience. .. We were working very close with the marketing director of one luxury company here . His research showed him that the most what create reaction for the Russian audience is anything associated with tradition, history and not even historical facts ..tradition..the staff which were founded in 1673 … and something which was destroyed in Soviet time , previous shape of anything …that disappeared with October revolution,… communism..and there wasn’t respect for such things as that things like castles, monarchy??? They were destroyed
That association for modern Russian people with success is something you cant buy… because you cant buy tradition and heritage , …. You can reintroduced It to their lives
(old коньяk and pair of shoes)
For Irish :
…..I think Irish and Uk advertising tend to be far wittier, clever about the end user, the consumer and they like short little sounds…far more humour in them .. and they tend to be more sarcastic about the consumer and with consumer themselves … they laughing a little bit at the consumer and with the consumer . Think it wasn’t particular Irish it was European advertising, ..I think German..
Another thing I think …warm, nostalgic , family oriented , …with celebrities also . international celebrities make mere impact (RONALDO IN AIRLINES!!!!!).
Yes, humour is not in Russian advertising
Tourism agency “R”
Animals, dogs, cats. Guys are siiting and watching TV togetger…beer…something of social theme seems work ..sport, family and animals.
In tourism more Couples…. When you show a lone individuals, ..insider, not accepted by society …it seems like they are in emotional, stressed situation and they…they are try trying to escape from everything….and for couples they are discouvering something new …much more positive ..dynamic