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Type of publication: research article
Type of publication (PDB): Straipsnis kitose duomenų bazėse / Article in other databases (S4)
Field of Science: Vadyba / Management (S003)
Author(s): Pilelienė, Lina;Telyčėnaitė, Justė
Title: Apgyvendinimo įstaigų marketingo komunikacija Lietuvos vartotojams kultūros ypatumų kontekste
Other Title: Accommodation enterprises’ marketing communication for lithuanian consumers in the context of cultural peculiarities
Is part of: Organizacijų vadyba : sisteminiai tyrimai. Kaunas : Vytauto Didžiojo universiteto leidykla, 2012, T. 63
Extent: p. 83-97
Date: 2012
Keywords: Apgyvendinimo įstaiga;Kultūros ypatumai;Marketingo komunikacija;Accommodation enterprise;Cultural peculiarities;Marketing communication
Abstract: Skirtingose šalyse gyvenantys ir savitą kultūros suvokimą turintys vartotojai pasižymi skirtingais poreikiais organizacijų vykdomai marketingo komunikacijai. Siekiant, kad marketingo komunikacija būtų efektyvi, ji turi atitikti specifinius kiekvienos kultūros vartotojų poreikius. Straipsnyje, pritaikius G. Hofstede „Kultūros dimensijų modelį“, anketinės apklausos pagalba yra atskleidžiama, kaip apgyvendinimo įstaigoms vykdyti marketingo komunikaciją Lietuvos vartotojams, atsižvelgiant į kultūrinius ypatumus
Nowadays travelling becomes available for almost everyone. Such situation forces travel agencies, accommodation enterprises, and other tourism organizations to pay greater attention on marketing communication. Trying to attract consumer’s attention, companies have to show their advantages, which should be most important to targets. Considering that tourism market is not limited by any country borders, it becomes even more important to understand the peculiarities of other countries in terms of attitudes, values, believes. Moreover, to be successful, tourism organizations have to adapt their marketing communication to these concrete cultural aspects. While analyzing cultural aspects of a particular country, G. Hofstede’s model of cultural dimensions could be found as one of the most adaptable. The model is composed of five cultural dimensions: power distance, long-term orientation, individualism / collectivism, masculinity / femininity, uncertainty avoidance intention. The expression of these dimensions can highlight the peculiarities of some particular culture, which can be crucial for understanding organizations marketing communication. Accordingly, the object of the article is marketing communication for Lithuanian consumers in a context of cultural peculiarities. The aim of the article is to determine how accommodation enterprises should implement their marketing communication to meet cultural peculiarities of Lithuanian consumers. While achieving the aim of the article, qualitative content analysis of scientific literature was provided to establish theoretical background for the research; subsequently, questionnaire research was provided on purpose to establish cultural framework of Lithuanian consumers and their priorities while choosing a tourism service. [...]
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Organizacijų vadyba: sisteminiai tyrimai / Management of Organizations: Systematic Research 2012, nr. 63
Universiteto mokslo publikacijos / University Research Publications

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