- •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
- •Findings and discussion
- •4.3 Theme 1: Cross-cultural marketing and its role in marketing communication context
- •4.3.1 Subtheme 1: The reflection of national features in promotion content
- •4.3.2 Subtheme 2: Cultural awareness about differences and similarities in marketing
- •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
- •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 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
- •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
- •58 Conclusion
3.5 Secondary data
Czinkota and Ronkainen (2007) stated that the main research objectives have to be applied as guidance in order to find out the necessary information required and to create a general framework for the research. Taking into account the specificity of the research, it was reasonable to undertake it through two stages: secondary and primary data collection. Secondary data as existing theoretical material provided an overall sense and background for the research. What is more, it was suitable for international comparison and primary data support.
The research background was obtained from relevant books, published and electronic journals, reports and articles, and websites on the topic of culture, marketing communications with emphasis at online media and tourism and hospitality industry. Particularly I found relevant previous articles about Hofstede dimensions applied to advertising context and international reports of TripAdvisor.
Consequently, secondary data was used to analyse, compare and contrast the research findings obtained by interviewing tourism related companies.
3.5Access and Ethical Issues
Regarding Bryman (1988) access to research area is not only a key to successful investigation, but also one of the most challenging processes in paper writing. Even though details about research topic provided for potential participants as well as a statement that all information will be treated confidentially and final results will be send afterwards, it was still not easy to obtain access. Therefore it was helpful to use existing contacts as it raised chances in gaining access. https://books.google.ru/books?id=449FTZkmicEC&pg=PA166&lpg=PA166&dq=Access+and+Ethical+Issues+business+research+methods&source=bl&ots=llq22yjX5T&sig=qgKIa3q-5OOey6k2cGdVbqgmqAI&hl=ru&sa=X&ved=0ahUKEwjNvsuAiczTAhXF_iwKHTBrBpkQ6AEIYDAI#v=onepage&q=Access%20and%20Ethical%20Issues%20business%20research%20methods&f=false
In order to get access to respondents for my interview I prepared a set of questions supported with a clear explanation of research aim as well as detailed cover letter, with more information about research and contact details and distributed within 12 companies including existing contacts. As a result, the immediate access was gained from acquaintance, who works in hospitality industry in Spain and was willing to help in arranging interview with marketer. Others didn’t answer therefore I succeeded to interview 2 more companies through direct phone calls. In fact, the press release about B2B workshop of Irish and Russian companies found on webpage of Embassy of Ireland in Russia gave me information which companies advertise for both Irish and Russian tourists. https://www.tourismireland.com/Press-Releases/2016/April/To-Russia-with-love-Tourism-Ireland-and-partners-t
From the ethical perspectives and data protection legislation, my research will not harm individuals and their well-being. I highlighted that all findings were reported on an anonymous base. Moreover, it will was voluntary manner of participation, avoiding discomfort, stress for participants and embarrassing questions. Additionally, Confidentiality Agreement was provided.