The Cross-cultural Comparison of Different Communication Styles among Convention and Visitors' Bureaus (CVB)

• Autorzy: Krzysztof Celuch , Aldona Glińska-Neweś , Mathilda van Niekerk
• Języki publikacji: EN

Abstrakty

EN

Background. Convention and Visitors Bureaus (CVB) and Destination Marketing Organisations (DMOs) play a crucial role in marketing and promoting a city, region, or country through creating an image of the destination as an attractive target and meeting area. The effectiveness of the overall process is influenced, among others, by the efficiency of the CVBs' communication with its key stakeholders.
Research aims. The aim of the paper is to discuss the differences in CVBs' communication styles, particularly regarding the extent to which the communication is diversified and personalised depending on different regions of the world.
Methodology. The comparative analysis is based on a survey conducted among 89 CVB representing Africa, Asia, Australia, Europe, the Middle East, North America, and South America. While in most of the studied organisations communication with their members should be effective, the importance of this effectiveness among organisational goals varies. It is among strategic goals for European, Asian and Australian DMOs. Asian organisations personalise their communication styles regarding specific members, so the content of the communication is tailored. Interestingly, for the Asian units it is usually irrelevant for the communication efficiency how many members they have. In contrast, for European and North American organisations the number of members should be lower.
Key findings. The picture presented on a basis of our study results is interesting and complex. While in most of the studied organisations communication with their members should be effective, the importance of this effectiveness among organizational goals vary. It is among strategic goals for European, Asian, and Australian DMOs. Asian organisations personalise their communication styles regarding specific members, so the content of the communication is tailored. Interestingly, for the Asian units it is usually irrelevant for the communication efficiency how many members they have. In contrary, for European and North American organisations the number of members should be lower. (original abstract)

Słowa kluczowe

EN

Tourism; Hotel industry; Communication; Marketing; Effective communication; Comparative analysis

PL

Turystyka; Hotelarstwo; Komunikowanie; Marketing; Efektywne komunikowanie; Analiza porównawcza

• Czasopismo: International Journal of Contemporary Management
• Rocznik: 2018
• Tom: 17
• Numer: nr 4
• Strony: 27--42

Twórcy

autor

Krzysztof Celuch

• Nicolaus Copernicus University in Torun, Toruń, Poland

autor

Aldona Glińska-Neweś

• Nicolaus Copernicus University in Torun, Toruń, Poland

autor

Mathilda van Niekerk

• University of Central Florida, USA

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Identyfikatory

DOI

10.4467/24498939IJCM.18.035.10021