- •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
- •1.1 Overview
- •34.1 Overview 55
- •34.4 Conclusion 55
- •List of Figures
- •1Introduction
- •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
- •1 Cross-cultural marketing and its role in marketing communication context
- •2 Impact of culture at marketing communication process
- •3 Culture and cultural dimensions of Hofstede in marketing communication context
- •4 Worldwide practices in addressing cross –cultural differences in marketing communications
- •5 Online marketing as an important element of Integrated Marketing Communications with relations to cultural differences
- •6 The use of online marketing communications within Russia and Ireland
- •Old version
- •2Literature Review
- •2.1 Defining Integrated Marketing Communications
- •2.2 Elements of Integrated Marketing Communications
- •Elements of imc
- •2.3 Recent changes in Integrated Marketing Communications
- •2.4 Integrated Marketing Communication trends in tourism and hospitality industry
- •3 Influence of culture
- •3.1 Defining culture
- •3.2 Elements of culture
- •3.3 Cultural dimensions by Hofstede and Hall
- •3.4 Link between culture and marketing communications
- •3.4 Conceptual framework
- •Imc trends in tourism and hospitality industry
- •3.3Research Strategy
- •3.4Collection Primary Data
- •3.4.1Sources
- •3.4.2Access and Ethical Issues
- •3.5Approach to Data Analysis
- •3.6Conclusion
34.1 Overview 55
34.2 Findings 55
34.3 Discussion 55
34.4 Conclusion 55
35 Concluding Thoughts on the Contribution of this Research, its Limitations and Suggestions for Further Research 56
35.1 Implications of Findings for the Research Questions 56
35.2 Contributions and Limitations of the Research 56
35.3 Recommendations for Practice 56
35.4 Recommendations for Future Research 56
35.5 Final Conclusion and Reflections 56
References 57
Appendices A
Appendix A – A
Appendix B – B
Appendix C – C
Appendix D – D
List of Figures
Integrated Marketing Communications (IMC)
1Introduction
1.1 Overview
The research topic, which I am going to examine is “The importance of cross-cultural differences in marketing communications within Russia and Ireland in the tourism and hospitality industry”. The chosen area will be predominately focused on the influence of national culture on marketing communications, due to the fact that it is scholarly identified that cross-cultural issues are important in a marketing context, especially for companies spreading their activities internationally (Makhlouk and Shevchuk, 2008).
Firstly, in order to carry out an in-depth investigation of the research topic, a general theoretical background with regards to Integrated Marketing Communications (IMC) will be considered, covering some aspects of national culture with reference to the tourism and hospitality industry.
Secondly, it will be researched whether there are cross-cultural differences between Russia and Ireland influence customers’ perception towards marketing communications or not.
For a guideline a set of questions has been formed. These questions are:
1. What are IMC and how they are used in tourism and hospitality?
2. Why cross-cultural differences are worth to consider in IMC for restaurants, hotels and travel offers?
3. Whether there are considerable cultural differences within Russia and Ireland, which affect the perception and reaction of people to marketing communications? In other words, are there any cultural aspects, which should be taken into account by international businesses when applying marketing activities in both countries?
The aforementioned questions will provide the basic framework for the study.