Apgyvendinimo įstaigų marketingo komunikacija Lietuvos vartotojams kultūros ypatumų kontekste

LTSkirtingose 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.

ENNowadays 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.After performing the research, it can be stated that research results indicate the existence of the dimensions of masculinity and power distance in Lithuanian culture; consumers pay great attention to a brand being bought, many respondents agree that despite luxury goods are for wealthy people, they try to buy them to create the image of fullrate life. The dimensions of long or short-term orientation are not common to Lithuanian consumers. Research results indicated that people feel conscience- stricken for their money wasting habits (that indicates long-term orientation). However, they often buy products which they can’t afford, like quality goods, which are more expensive. Moreover, Lithuanians can be characterised by individualistic nature: despite the price and quality, it is important to define themselves out of crowd. While choosing accommodation enterprise, Lithuanian consumers prefer such efforts of marketing communication as sales promotion; moreover, tourism organizations can attract attention of Lithuanian consumers by highlighting specialness and offering something "free" at the same time. While choosing a luxury accommodation service, Lithuanians prefer exclusive and high-level service. Considering the finding that Lithuanian consumers suffer from remorse for their improvidence, marketing communication should highlight discounts, economy pricing and luxury service. Mass communication media is appropriate for Lithuanian consumers, because of their strong individuality – cultures with individuality dimension lack the desire of getting in touch with service provider. The communicative message has to be short and concrete. The most popular communication media is internet. The website should be exclusive in its design, highlighting luxury and oneness, with more visual elements, large pictures. The description of the organization has to be short.