What Expats Want: An Exploration of the Interests of Expatriates Living in Vietnam and Implications for Marketing and Communication Practice (original) (raw)

The Construction of Expatriate Identity: A Critical Discourse Analysis on “Indonesia Expat” Magazine

K@ta Kita, 2020

This thesis is a study on the construction of expatriate’s identity in Indonesia Expat magazine. The purpose of this study is to find how the expatriate’s identity is constructed in Indonesia Expat. In this study, the theory used was van Dijk’s (2015) critical discourse analysis. The data were parts of texts taken from Meet the Expat and Info for Expat columns in Indonesia Expat magazine. The writers took a descriptive qualitative approach in this study. According to the findings, there were five identities constructed about the expatriates: skillful, successful, wealthy, healthy, and caring. These identities were constructed by utilizing background, details, graphics, and word choice to generate particular interpretations.Keywords: Critical discourse analysis, expatriate, identity, elite

Intercultural And Marketing Communication: Challenges and opportunities for Local Advertising Agency

Proceedings of the Proceedings of the 1st Padjadjaran Communication Conference Series, PCCS 2019, 9 October 2019, Bandung, West Java, Indonesia, 2020

In 1960, Indonesia Advertising agency got their attention back from foreign producers. The main factor was the uncertainty of nation's security and political condition after independence until 1966s. At that time, producers of services and goods faced some troubles to sell their products due to Indonesian's purchasing power was in a low rate, besides the nation's security and political condition. Since Suharto became a second president in Indonesia, foreign investors started to join in. However, in 1970s, there were not many advertising agencies. In other hand, it was not easy for producers to choose the right advertising agency, because they would checked an agency based on their portfolios. If an agency had worked with a foreign client, so the agency would have a big chance to work with these foreign producers. This is one of a real sample that happened in 1970. Now days, the conditions become more complex, because local agencies should compete with foreign agencies which had similar cultural background with the foreign producers. Intercultural communication becomes a challege yet an opportunity for the local agencies. how do managers deal with challenges and manage them into opportunities to win the foreign producers? A qualitative methodology with phenomenology was used in this study. The success of local agencies to get foreign producers was because they have workers who have experience in working with foreign agencies. so they realize that it is important to have knowledge about their clients' culture to support their work.

Migrant acculturation and consumption motivations : an empirical study of the Vietnamese

Anzmac 2003 a Celebrations of Ehrenberg and Bass Marketing Discoveries Knowledge and Contribution Conference Proceedings, 2003

The study examines differences in cultural values and travel motivations between Vietnamese migrants (Viet Kieu) and Vietnamese in Vietnam. The study finds that Viet Kieu have acculturated and moved away from traditional cultural values and towards "Western" cultural Values. They are less motivated to travel by a desire to maintain home links than was anticipated by "home" Vietnamese. In promoting travel marketers may be able to use the level of acculturation to appeal to migrants links with both countries and thus complex messages may be required.

Cross-cultural promotional competence: A comparison of student and DMO marketing text

Journal of Teaching in Travel & Tourism, 2019

This paper considers whether an inductive, collaborative information and communication technology-based approach to learning promotional language may help non-native English speakers produce destination material that can be effective in a real-world context. At a Japanese university, tourism communication students collected examples of professional language from the web in a shared database which they subsequently consulted in producing domestic destination websites in English. Text written by students for a destination was compared in a survey to text from an official English website for the destination. The survey measured the reaction of potential tourists in terms of trust in accuracy, expectations of service, and destination interest. Results indicate that the student material engendered stronger overall destination image, based on source credibility, interest in travel to the destination, and higher service expectations. The study considers implications of the results in terms of the effect of writing quality on destination image, and argues for the importance of cross-cultural marketing competence in tourism education.

Assessing cross-cultural marketing theory and research

A content analysis of 99 articles focuses on the comparative cross-cultural marketing research in 14 leading marketing and business journals from 1990 to 2008. The content analysis indicates strong growth in crosscultural studies, especially in terms of studies on consumer attitudes and behavior and on promotion-related topics. This study classifies articles according to a series of conceptual (e.g., cultural dimensions employed in the study) and methodological (e.g., use of analytical technique) criteria. Although researchers have advanced in both conceptual and methodological respects, the studies still focus strongly on the dimensions from Hofstede ; methodologically, the dominance of two-country studies is problematic. Further, survey data from North America and Europe and researchers based and trained in North America and Europe are still dominant in the research field.

The Impacts of Culture on Vietnamese Consumer Behavior Towards Foreign Products

Social Sciences

Purpose of the research is to point out the impacts of culture to Vietnamese consumer behavior towards foreign products. By using literature review combined with a practical research method, after performing a hands-on analysis, the article lists out the features of culture as well as confirms the importance of culture to Vietnamese consumer behavior towards foreign products. The research also clearifies the importance of culture to consumer behavior of people around the world towards foreign products. This article is just the basis for further in-depth researchs about Vietnamese's culture. This article can be helpful for researchers who want to find out the way to magnify the impact of Vietnamese's culture on people's consumer behavior so as to encourage people use Vietnamese products and bring back more profits.

Adjustments in inter cultural communication of expatriate and hos

by Hanna Lee Dr. Robert Woods, Committee Chair Associate Professor of Hotel Management William F. Harrah College of Hotel Administration University of Nevada, Las Vegas Due to the global expansion of international hotel chains into culturally isolated countries, such as China, many hotels are in need of qualified staffs in local operation where a strong culture exists. When expatriate managers are sent abroad for overseas assignments, they are

Marketing in East Asia: A cross-cultural perspective

Psychology and Marketing, 1998

As the East Asia market becomes bigger and bigger, its influence on the world economy becomes more significant. It is therefore important to understand the characteristics of consumer behavior in this area. The six articles in this special issue of Psychology & Marketing include crosscultural studies of marketing practice, marketing environment in the region, the influence of Confucianism that lie behind the East Asian phenomenon of consumption, and challenges and opportunities facing marketing managers. However, the main focus of the articles is crosscultural differences in consumer behavior.