1.5 Structure of the dissertation

The paper consists of five interconnected chapters which cover the following stages of the study:

Introduction (Chapter 1) – this stage introduces the purpose and objectives of the study. The research background and significance of cross-cultural differences in a marketing context are outlined as well to show the importance of the study.

Literature Review (Chapter 2) – the relevant literature is critically evaluated at this stage to gain in-depth understanding of the research and to compare and discuss the findings.

Research Methodology (Chapter 3) – this stage shows how problems and data are approached, providing the reasons for chosen research techniques.

Presentation and Analysis of Findings (Chapter 4) – this chapter presents interview findings, which are evaluated and compared with literature review.

Conclusion, Limitations and Recommendations (Chapter 5) – the conclusion is formed answering the main question of this research. Limitations of this study are discussed and recommendations are proposed.

2Literature review

2.1 Overview

The purpose of this chapter is to critically evaluate relevant literature to gain an in-depth understanding of the research area and to discuss the findings afterwards referring back to literature review.

The overall aim of this study is to find out whether or not there are any cross-cultural differences within Russia and Ireland which affect customers’ perception of marketing communications in the tourism and hospitality industry.

Hence, the literature review will start from an introduction of cross-cultural marketing and its role in marketing communication context with consequent cover about the reflection of national features in promotional content and the importance of cultural awareness regarding differences and similarities in marketing.

Secondly, the impact of culture on the marketing communication process will be explained as well as the influence of marketing promotional message on culturally different customers and the effectiveness of marketing communication mix.

Thirdly, culture and cultural dimensions of Hofstede in marketing communication context will be evaluated and supported with existing examples of Ireland and Russia.

Finally, worldwide practices in addressing cross–cultural differences in marketing communications and online marketing with relations to cultural differences will be presented.

2.2 Cross-cultural marketing and its role in marketing communication context

It is argued that a key to successful communication from the marketing perspective consists in identifying customers’ needs and then offering a product of value, which matches customer characteristics (Kotler et al., 2008). In relation to this, cultural aspects have often been considered as an important, invisible influence at marketing communication progress. Indeed, cultural awareness helps to enhance communication about product/service across diverse cultures.

From academic perspectives the purpose of cross-cultural marketing is to identify needs and expectations of different cultural groups in order to address them in promotional message (Guang and Trotter, 2012). Having said this, cross-cultural marketing communications are aimed to meet at least basic facets of culture, such as spoken language, compliance with religious beliefs, norms and values across nations, education and lifestyle in the messages. Although, when a market is targeted these facets can be not very obvious. However, in international marketing spoken language, compliance with religious beliefs, norms and values across nations, education and lifestyle are considered as “cultural obstacles”. The particular implication of cross-cultural marketing is centred in marketing promotional mix and brand effectiveness (Guang and Trotter, 2012).

Despite the fact that marketing communications standardization have been increasingly spreading, at the same time, many ethnic groups pose necessity for adaptation. As cultures exist they can distort the perception of standardized marketing communications. This encourages marketers to be more informed with target customers (Lillis and Tian, 2010).

De Mooij and Hofstede (2010) have stated that cultural dimensions identified in academic researchers are the most relevant to marketing promotional mix, therefore it is proposed that marketing strategy which reflects local needs rather than standardization is more efficient as it shows that culture does matter. Ferraro (2002) noticed that sometimes communication among people of the same culture is distorted; therefore it is inevitable that marketing communications applied in countries different from the country of business might be misunderstood if not thoroughly shaped in accordance with local expectations.