Abstract
This review study presents intercultural research findings relating to elements or aspects of the marketing mix (7Ps) in tourism and hospitality. The study aims to present a comprehensive and compact document on almost all cultural variables/characteristics and all marketing mix elements based on data collected from a wide range of countries supported by several research studies. It is believed that the study will have significant value for researchers, practitioners, and students, both undergraduate and postgraduate, as at present there is no compact and comprehensive document that brings together research findings to establish a cumulative or overall cross-cultural understanding of the design and delivery of the tourism and hospitality marketing mix elements. Currently, studies on culture and tourism and hospitality mainly focus only on one or few cultural variables/dimensions, one or few countries, and one marketing mix element, or various sub-elements of the marketing mix, e.g., sales promotions or advertisements under the promotion element.
Highlights
The famous quote by Peter Drucker, “Culture eats strategy for breakfast” [1] shows the dominant influence of culture on most business and management activities, including marketing
As the above countries/regions represent a spectrum of countries with high, medium, and low scores in terms of various cultural variables, it is believed that the findings presented here may represent a greater majority of countries in the world and almost all tourism and hospitality activities
People as a marketing mix element comprise all of the human resources involved in the production and delivery of tourism and hospitality products, as well as the beliefs, attitudes, and behaviors these people hold towards customers, their organizations, counterparts, subordinates, and superiors
Summary
The famous quote by Peter Drucker, “Culture eats strategy for breakfast” [1] shows the dominant influence of culture on most business and management activities, including marketing. As a labor-intensive industry, with about 320 million people working in travel and tourism, direct employment in this tourism represents about 10.5% of total employment in the world [22] Another important fact to justify the rationale for this study is that the sheer size and the fast growth of tourism explained above have been achieved with the participation of only 7% of the world’s population in tourism activities [22]. Given the importance of the tourism industry explained above and the strong potential influence of cross-cultural differences on tourism marketing mix elements, studies investigating marketing mix elements in tourism from a cross-cultural perspective have been rather limited, far from providing a complete picture This is mainly due to the following:. Such a comprehensive study would be of use for the practitioners (i.e., employees and managers working in tourism and hospitality establishments) and for trainers, educators, and researchers focusing on almost any aspect of tourism and hospitality
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