Ireland is small

market through Britain as they can easier access to Ireland on boat.. Because of visas .. the barrier to attract… are digitally and visa challenges…And currency issues .. We focus more on resources .. on existing established markets which are growing …as resources become available , we will look into other markets specifically …Russia would be one …But not it is not a priority market, because there isn’t direct access …..the level of knowledge of Ireland in Russia would be very low . So the UK is interested so we aware and recognize certain market , invest and grow that market , if changes and opportunities will be opened , but Russia would not be a key target market due the access. We are small and little Ireland . It is easy to market when we already known in large markets.

Tourism agency “R”

My parents don’t know what blogger is.. I think it is about age and reputation…I think that people in Russia would b emore active in researching, studying, looking for staff..before buying anything …I thing it could be more skepticism about bloggers (Russia) … unless it is someone who has trust..people might write travel blog.. but you might think how much are you paid for that blog? And what he said next????????????????....at the very end they didn’t get money to do so, but they got a free trip. It is better connected at the other end.

Russian are suspicious, because it is money issue ans …so much fake staff now ..so I think brand awareness . Automatically in a West you would know that you are buying Siemens , on go on holidays with Thompson tours ??...you automatically know that they know a history of reputation , while here it is so many sources … government cant fix things with China so many tastes of people, so many companies are going bust... companies kidding.. ….including tour agencies …that is happens in the West as well , but naturally more need reassurance in it consumer market …younger and less mature lack of tradition . It was one of the shocking things when for the West consumer when there was example of German Volkswagen scandal … those kind of things are definitely shocking for Western consumer , that never happened they were sure it was all super safe, while here it would not surprise anyone therefore people are looking for more reassurance

4.1Conclusion

5Concluding Thoughts on the Contribution of this Research, its Limitations and Suggestions for Further Research

5.1Implications of Findings for the Research Questions

5.2Contributions and Limitations of the Research

5.3Recommendations for Practice

5.4Recommendations for Future Research

5.5Final Conclusion and Reflections

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Appendices

Appendix A –

Appendix B –

Appendix C –

Appendix D –

A survey strategy will be used, because it is suitable to deductive approach and descriptive research, which were mentioned before. As the research will compare two countries, the survey will help to obtain data in a highly economical and convenient way. With the use of questionnaire provided to a sample, these data will allow relatively easy comparison. Another benefit of survey strategy is that it let to collect quantitative data which can be analyzed using descriptive statistics and suggest possible reasons for particular relationships marketing communications and cultural differences and this correlates with interpretivism research paradigm used in this research. Overall,

the use of survey should allow more control over the examination process with possibility to generate findings of the population (Saunders et al., 2007).

Ethnography will be used as a strategy for this research conduction.

Althought It is stated that

rporate ethnography isn’t just for innovation anymore. It’s central to gaining a full understanding of your customers and the business itself. The ethnographic work at my company, Intel, and other firms now informs functions such as strategy and long-range planning.

Ethnography is the branch of anthropology that involves trying to understand how people live their lives. Unlike traditional market researchers, who ask specific, highly practical questions, anthropological researchers visit consumers in their homes or offices to observe and listen in a nondirected way. Our goal is to see people’s behavior on their terms, not ours. While this observational method may appear inefficient, it enlightens us about the context in which customers would use a new product and the meaning that product might hold in their lives.

Ethnography at Intel initially focused on new markets. The company had provided products only for the workplace, but in 1995 managers wondered whether users at home would become a distinct market. Ethnographic research showed so much potential that Intel set up a business unit to concentrate on processors and platforms for home use.

Recently, Intel ethnographers have veered into strategic questions. Like many high-tech companies, Intel makes long-term bets on how markets will play out. Will television and PC technology converge? Are baby boomers retaining their PC and TV habits as they age, or are they comfortable shifting to new media? Will smartphones take over most of the functions of personal computers?

Intel can analyze the latest buying patterns and customer surveys for useful data. But people often can’t articulate what they’re looking for in products or services. By understanding how people live, researchers discover otherwise elusive trends that inform the company’s future strategies. With smartphones, for example, we can contrast the technology perspectives of teenagers, who have used cell phones since they were in elementary school, with those of older generations, who came to them only after becoming proficient with PCs. Our job as anthropologists is to understand the perspective of one tribe, consumers, and communicate it to another, the people at Intel. Our experiences in both worlds make this translation possible. Ethnography has proved so valuable at Intel that the company now employs two dozen anthropologists and other trained ethnographers, probably the biggest such corporate staff in the world.

High-tech companies have to date employed the lion’s share of corporate ethnographers. But I believe that ethnography is so beneficial that it will spread widely, helping firms in every industry truly understand customers and adapt to fast-changing markets. https://hbr.org/2009/03/ethnographic-research-a-key-to-strategy

This strategy is often used in comparative researches

comparative ethnography, which enables comparison of processes and practices in different settings,

For example, in her study of strategists-at-work, Samra-Fredericks (2003) explored through close-up observation how strategists’ linguistic skills influence strategy processes, Rouleau

(2005) has elucidated micro-level practices in middle managers’ sensemaking and sensegiving in

interpreting and selling strategic change,

In this article, we argue

that this is at least partly because strategy scholars have mainly conducted conventional nonparticipant and, to a lesser extent, participant observation and not pursued other forms of ethnography that take advantage of new technologies and/or more creative and more complex forms of

engagement with research sites.

More or less all organizational ethnography is a search for socially shared and acquired local

knowledge (Van Maanen, 1979). As Geertz (1983) observes, ethnography is characterized by an

in-depth and detailed analysis of social phenomena in their historical and cultural context: “toknow-a-city-is-to-know-its-streets” (p. 167). Thus, ethnography is of value in management and

organization research because it allows immersion into the researched organization and access to

the lived experiences of managers and other organizational members (for excellent examples, see

Michel, 2012; Pratt, 2000). This is also true of the kind of strategy research that aims at a better

understanding of the actual processes and practices of strategy work (Mantere, 2008; Stensaker and

Langley, 2010; Jarzabkowski et al., 2012). Strategy process research is by definition interested in

longitudinal social and organizational processes and the role of managers in them (Langley et al.,

2013; Mintzberg and Waters, 1985). A closely related area, research on strategic practices—often

under the umbrella of strategy as practice—focuses on the social and organizational processes,

activities, and practices of strategy work (Balogun et al., 2014; Johnson et al., 2003; Vaara and

Whittington, 2012)

A part of this work has used the term “ethnography” in a relatively loose

manner to refer to qualitative data gathered with close access to the target organization. However,

there are also a number of excellent studies that have made effective use of ethnography to advance

strategy process and practice studies methodologically and theoretically. Most of these studies

have been based on classical forms of ethnography that employ non-participant or participant

observation. Some scholars have employed non-participant observation as the main source of data

(Denis et al., 2011; Jarzabkowski, 2008; Kaplan, 2008), while others have used it in a triangulating

role (Balogun and Johnson, 2004; Salvato, 2003). In the latter case, observations have been used

as a complementary data source with the purpose of strengthening or testing the validity and quality of theoretical constructs (Yin, 2014). This is done in order to mitigate the effects on the analysis

of any bias in information processing due to interview data (Eisenhardt, 1989)

http://journals.sagepub.com/doi/pdf/10.1177/1476127014554745

We are not sure about that because we didn’t make a research on it. However, we have noticed how, in general, our Russian guests prefer to see the ads on their language while the rest of Europeans do not have a problem with English (which in the case of Irish people doesn’t make a difference, but it does when they are German). Moreover, Russian value more luxury rather than location. We are also aware of how important it is for Russian people every single comment that you can find in review sites, while probably Irish (the same as British or Germans) usually reads no more than 5 or 6 reviews.

3. Tourism agency “I”;

About Ireland – I am not exact sure , we market Ireland internationally, it is very competitive market and obviously we play to that stress we know that people come there because of scenery , the culture and people these are 3 things which we emphasise give as competitive advantage

4. Tourism agency “R”.

I used to work in advertising for Russia ( here in the past it wasn’t connected to tourism) … we started by adapting commercials made in Central Europe that the companies didn’t want to choose for commercials in Russia ..even though these commercials were made in Poland, in Check Republic , we adapted them into Russian market… ( this was said about commercials of kitchens which needed to be adapted for Russian audience), ..The advertising industry in general requires extreme localization..

And this was said because of past experience in advertising domestic products or general products and applied to tourism industry as well consequently. Unless

you have a word-famous star (Rinaldo, Clooney) dubbed into Russian then no problem…

But if you show something from someone daily life it is very important to have it relevant . It is the same if you show Russia commercial in English in Ireland people will say this is not relevant to me…Localozation is very important, when we advertise for Russian we used truly Russian streets, truly Russian cars.

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

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

6. What style is used in advertising, whether humour is widely used or context should be based on formality, luxury?

We try not to use too much humour because, as I was trying to explain in question 2, we don’t think Russian people are as receptive with humour, jokes or with being closer, as Irish guests.

Tourism agency “I”;

That an interesting one, Irish have a great sense of humor…and it is unusual humour ..humour doesn’t always travel , and it woud be difficult transform that into different markets, sense of humour is different to Germany, to Britain and Russia. So, as much as we would like to use humour it is isn’t always an easy transform to use while history is more grounded facts . We have lots of history to share and lots of buildings that represent history very well. It isn’t risky …relevant themes we would use than humour, because humour is quite a personal thing , one sense of humour is different to other …. So if we use humour it may work for some people and may not work for others . It is a difficult one, sometimes we are advertising quite warming, engaging and friendly more than our competitor…and also music is something that works very well.. Also Christianity in the sense for what you live and the Irish sense you involved and you are welcomed in

that is the better to use than humour … Humour is a tricky platform to use. …Sometimes humour is spoken and it an moment , you formulize it and put it in … but it loses its magic . Humour is a very tricky devise to get working effectively and appealing to everyone . .. It is a very difficult approach to adapt. Sometimes you need advertise that work over time but humour has very short wave , it work when you see once or twice but it may not have longevity that historical themes, cultural things do have.

Tourism agency “R”;

Irish – humour

Russian… I think convenience is becoming more an issue??? When you go to one place and buy lots of different things and I think particularly in Moscow because it is such as magnificent traveling city ????????

7. What is more suitable/usual to see a group of people (friends/family) or an individual in marketing communications?

I guess it completely depends on the size of the company.

what is more suitable to see a group of people(friends/family) or an individual in marketing communications ?

And by this I meant what kind of ads for influential for Irish and Russian.

For example, in Hofstede cultural dimensions it's explained that people who have high level of collectivism in society prefer ads with a group of people, while more individualistic cultures are focused at one single individual and his benefits. Do you know what I mean??

I’m sorry but we haven’t noticed any difference at that point. We actually try not use people in our adds in order to make it easier that they apply to more than one market.

Tourism agency “I”;

It is a mixture…we do scenery images, but a lot of Ireland is connected with people people of Ireland involved. ..We use festivals ..and things..So people are interested in the sense of welcome… you always show that they are involved. In certain markets you might want to see more scenery. So if you live in German city or French city, you want to get away from the cars and that people like seeing scenery rather than people. And we know that American like seeing castles because they don’t have castles in America, so they like to see castle. We do adjust a message for different markets over the overall theme. We know that British consumer would like to visit the pubs in Dublin and they may like to have social engaging, while the visitors from France might want to study scenery and just sheep and caws rather than people. We have mix of contents that we customize in a market. In digital media you have more flexibility to use different forms of communications.

Tourism agency “R”;

It is depends a lot on the product …unique or elitist ..or something specific … which associated with ….

…In tourism destination I think for it is a couple usually… for Russian – not a solitude, they cant travel like this.. If you sell in Russia, Morocco or Ireland – it a couple usually …the association of travelling in groups, family is negative usually overall.. the attitude to travel with family is negative, hassle difficult complicated …children, more rooms to book , more expensive …so conchionsly negative impression …while a traveller with his girlfriend or his boyfriend is romantic, easy image , freedom association with it , excitement and positive emotions … I think in general couple would be optimal image.. for tourism..

It is for both countries. Because if you look in plane or destination statistics … people travel usually with partners, …very rarely with children..

8. Is it important to show as many destination/hotel characteristics as possible so that a tourist will perceive value or a high level of information about the destination/hotel in ad is not highly important?

Completely agree. As much as possible.

🔴8. Is it important to show as many destination/hotel characteristics as possible so that a tourist will perceive value or a high level of information about the destination/hotel in ad is not highly important?

Here I meant what Irish and Russian want to see - all characteristics in ad are equally important for both Irish and Russian?

I think Russian explore in detail websites, pictures and reviews much more than Irish or other countries do. However as I explained before, I would also say that it is not only about how many (which it also is) but also about content.

Tourism agency “I”;

Not particularly. The things we talk about are music, literature, things which well known such as dance music but not but when it comes to what people purchase …Once they come to Ireland our job is being done . They will always buy souvenirs and things which symbolic of Ireland …. But often they come because they heard about its beauty … in that term the TV programmes have shown them books they may read about Ireland but they don’t promote the gifts …Once they are here our job is done and they alsways would spend money on souvenirs.

We marketing the destination we are not selling any “products”….Once people are interested in Ireland they will go to TripAdvisor and they will look at hotel, prices, the facilities but in many ways hotels in Ireland are world standard but yes some hotels include that .In many ways people want a competitive price for the room, benefits come secondly …, traditionally you will always will have breakfast included now I think the normal is that breakfast isn’t included, some people like small breakfast and some people big breakfast. We dont have commercial role we are just here to promote and drive interest in Ireland but hotel …. If People decide go to hotel through search engines they will compare what facilities are included but that wouldn’t be our responsibility …it is of hotel websites.

Tourism agency “I”;

Ireland is a premium product it is not cheap destination, it relatively cheap to get here …it is a premium product appealing to more higher customer , the age profile is older then some other destinations …encourage people to have quality experience … We certainly indicate here what you get here is quality experience : the quality accommodation, the quality of food, entertainment , we don’t targeting backpackers, we are not targeting students , although they do love come here… If someone older they do know what they are upscale, they expect a premium product . We believe ewe provide value but Ireland is not a cheap destination either.

Tourism agency “R”;

I think it is right (agreed with theory)

If you look at such examples as cereals …. There will be accent on benefits whereas here (in Russia) it is much more concentration on the image , life-style , metaphysical associative benefits . …but I think you a correct about ………….

Ireland tends to be more practical, benefits …while in Russia it is more associative … in Russia they often use famous local celebrities..they are famous because they become well known actors

…But it is all about image and not about life style . some of them migt have horrible lifestyle , he drinks . he does something what is not cool, but the question is that what is the association with him which is more positive?...it is respect or the arts perhaps , traditions..the connection to famous actors …It would not work in Ireland …

4.6 Theme 4: Worldwide practices in addressing cross –cultural differences in marketing communications

4.6.1 Subtheme 1: “From smallest to largest” and “from largest to smallest” approaches

3. Do you create ad for every single nation with regards to its mentality or you adjust already existing ad to Russia and Ireland?

We actually don’t. We know that the ideal advertising campaign would include cultural difference and it would be perfect if you could make a different campaign for each market. However, we have a specific budget for marketing and advertising and it is not enough to do that, therefore we just have a global campaign (usually in English and/or Spanish) with same content for everyone.

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

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 …

Ireland is small

market through Britain as they can easier access to Ireland on boat.. Because of visas .. the barrier to attract… are digitally and visa challenges…And currency issues .. We focus more on resources .. on existing established markets which are growing …as resources become available , we will look into other markets specifically …Russia would be one …But not it is not a priority market, because there isn’t direct access …..the level of knowledge of Ireland in Russia would be very low . So the UK is interested so we aware and recognize certain market , invest and grow that market , if changes and opportunities will be opened , but Russia would not be a key target market due the access. We are small and little Ireland . It is easy to market when we already known in large markets.

Tourism agency “R”

My parents don’t know what blogger is.. I think it is about age and reputation…I think that people in Russia would b emore active in researching, studying, looking for staff..before buying anything …I thing it could be more skepticism about bloggers (Russia) … unless it is someone who has trust..people might write travel blog.. but you might think how much are you paid for that blog? And what he said next????????????????....at the very end they didn’t get money to do so, but they got a free trip. It is better connected at the other end.

Russian are suspicious, because it is money issue ans …so much fake staff now ..so I think brand awareness . Automatically in a West you would know that you are buying Siemens , on go on holidays with Thompson tours ??...you automatically know that they know a history of reputation , while here it is so many sources … government cant fix things with China so many tastes of people, so many companies are going bust... companies kidding.. ….including tour agencies …that is happens in the West as well , but naturally more need reassurance in it consumer market …younger and less mature lack of tradition . It was one of the shocking things when for the West consumer when there was example of German Volkswagen scandal … those kind of things are definitely shocking for Western consumer , that never happened they were sure it was all super safe, while here it would not surprise anyone therefore people are looking for more reassurance

4.1 Conclusion

5 Concluding Thoughts on the Contribution of this Research, its Limitations and Suggestions for Further Research

5.1 Implications of Findings for the Research Questions

5.2 Contributions and Limitations of the Research

5.3 Recommendations for Practice

5.4 Recommendations for Future Research

5.5 Final Conclusion and Reflections

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