- •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
4.7 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
9. How Irish/Russian tourists purchase your tours/rooms – online or through tourist agency?
At the moment we don’t have a standard for those countries. For example, I could tell you that Germans are more likely to book through the traditional travel agency, but we haven’t seen this characteristic in Russians or Irish. Most of them book through modern OTAs, but it is true that all our Russian guests have booked through two specifics companies: CORAL (from the group Open Travel Services) and Terramar Services.
🔴#9 - ️how Irish and Russian make a purchase - did I got you correctly that Russian purchase through coral travel tourism agent ??? YES
And what about Irish ?? We haven’t found a specific channel for our Irish guests, in our case, those guests book through online OTAs such as Booking.com.
Tourism agency “I”;
…It is changing now. Some markets still more traditional … German stil use tour operators , but most people now purchase on the Internet. They may still buy packages . If you coming from America for the first time you might want ger security , you buy package so everything is included , but a lot of people now go on skyscanner and other purchasing websites and idependent on accommodation experience … I think every destination should have strong web presence … very experiential web ,,,very visual and very engaging… In large people use the Internet. There are others which don’t use Internet at all and they go on site . ..But online tour operators are growing in importance to traditional tour operator and printed material are becoming less relevant in a more dynamic place…
Tourism agency “R”
I think it is an age group thing than nationality . People ove 45 -50 still use travel agencies , certainly in Ireland .. not all people use Internet, they are not interested …I don’t think it is national thing. It is generation thing …
4.7.2 Subtheme 2: The effectiveness of using social media and word-of-mouth
11. Do you use social media and bloggers, opinion leaders for promotions? What effect (result) do they produce for Irish/Russian?
We use Facebook, Instagram and review sites as Tripadvisor. As I explained before our guest experience department explains that Russian pay more attention to all reviews in reviews sites while rest of countries usually read two or three. Irish usually like our posts on Facebook related to our location and history.
🔴# 11 about social media - could you please tell me about Irish Too? What effect it produce for them also?
We don’t get our Russian guests to follow us on Facebook, we know of them in the review sites. On the other hand our Irish guests follow us on Social Media.
Tourism agency “I”;
Yes, very much so. People want pick correct location, people want authentic recommendations , people want trust … Bloggers and Vloggers now are very important . And we bring a lot of Media in to Ireland every year , thousand media including a combination of traditional media – Tv media, but also bloggers and vloggers And we are doing a lot of work with TV companies we work with HBO because Game of Thrones is made in Ireland, ……and Star Wars is shot on the West Coast of Ireland ….. …..We have to use all those means of getting to audience and…. you have to use them all
Russia
I encountered many Russian that like going skiing and locations. …Not direct acces . We dont directly market to them .. So even China where we do a lot of business still don’t have direct access to Ireland …