TY - JOUR
TI - The Cross-Cultural Comparison of Different Communication Styles Among Convention and Visitors’ Bureaus (CVB)
AU - Celuch, Krzysztof
AU - Glińska-Neweś, Aldona
AU - van Niekerk, Mathilda
TI - The Cross-Cultural Comparison of Different Communication Styles Among Convention and Visitors’ Bureaus (CVB)
AB - 
	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 organisational 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.

	JEL Codes: C1, M14, O15
VL - 2018
IS - Numer 17(4)
PY - 2019
SN - 2449-8920
C1 - 2449-8939
SP - 27
EP - 43
DO - 10.4467/24498939IJCM.18.035.10021
UR - https://ejournals.eu/czasopismo/international-journal-of-contemporary-management/artykul/the-cross-cultural-comparison-of-different-communication-styles-among-convention-and-visitors-bureaus-cvb
KW - destination marketing
KW - communication
KW - convention bureau