Culture’s influence on the design and delivery of the marketing mix elements in tourism and hospitality

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. © 2021 Elsevier B.V., All rights reserved.