Apgyvendinimo įstaigų marketingo komunikacija Lietuvos vartotojams kultūros ypatumų kontekste

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. [...]