The Impact of Customers' Expectations on the Cross-cultural Marketing in the Hotel Hospitality Industry: A Comparative Study of the UK and India
Journal: Open MIND
Year: 2020

This research utilised research findings to critically evaluate how cross-cultural marketing influences and impacts customers’ expectations and service quality in the hotel hospitality industry, through a comparative study of the UK and Indian hotels’ industries. Cross-cultural marketing in the hotel hospitality industry is still a developing aspect of hotel management, especially in the modern global culturally diverse community. In accordance with successful strategies in cultural diversity ma