Culture’s Influence on the Design and Delivery of the Marketing Mix Elements in Tourism and Hospitality
Round 1
Reviewer 1 Report
Thank you for the opportunity to review the paper “Culture’s Influence on the Design and Delivery of the Marketing Mix Elements in Tourism and Hospitality”. The paper addresses an interesting and well researched theme over the time. The author reviews research findings relating to any element or aspect of the marketing mix (7Ps) in tourism and hospitality. As the author says, the novelty of this paper assumes that “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.”
However, there are some observations that should be addressed in this revision.
- The dimensions or the theoretical aspects of the marketing mix (7Ps) with the original authors’ citations are never mentioned in the paper.
- The author is over citing his papers in respect with the other authors. Please minimize as much as possible this major issue.
- Some typos and English issues were identified as highlighted in the attached .pdf text
- Disneyland Paris project 1992 – please reformulate
- $ 4065 billion and $9000 billion – modify with $ 4,065 billion and $9,000 billion
- tourism have been arrived at… - please reformulate
- the classification from Line 90-94 needs the attention of the author
- are twelve countries – change to… are 12 countries
- errors found in Table 1 and Table 2 in displaying correctly the text
- developed by [22] (high-and low context cultures) and [23]… keep the text readability more clearer
- what they involver (Line 157)… typo
- For instance, research shows that [31]… keep the text readability more clearer
- as being physically close to people may raise health concerns among people after the Covid-19 pandemic [1]… this is the first comment about the pandemic, not related to anything else in the text… please modify accordingly with the objective of the review paper
- The masculinism and femininity… please use correct and systematic translation into English all over the text.
- As stated above under… modify this non-sense or juxtaposition of terms
- with 46 thousand… modify with numbers
At the end of the paper, please see:
- Author Contributions: use personalized text
- Instittuional Review Board Statement… please correct the word “Instittuional”
- Conflicts of Interest: The authors… only one
Comments for author File: 
Comments.pdf
Author Response
Dear Reviewer,
Thank you very much for your extremely valuable comments. We have done our best to take all of your comments on board. Please see the attached file.
Thank you and best wishes.
Author Response File: Author Response.pdf
Reviewer 2 Report
Tourism has always been an important industry for global economic development and growth. The author focus on culture's Influence on the Design and Delivery of the Marketing Mix Elements in Tourism and Hospitality. This is undoubtedly important and necessary. In general, the research topic has some value and the viewpoint is relatively clear. In order to better improve this paper, there are several suggestions for your reference:
(1) The marginal contribution of research is not clear and needs to be further clarified. At present, the innovation of the whole research is not very clear, and the existing evidence is not convincing.
(2) Culture is a variable that changes slowly. How culture affects tourism should also have a process, and different stages may present different characteristics. It seems that the author has not made a thorough analysis of this area.
(3) The research should be combined with the background of the new era to do some in-depth discussions. For example, the COVID-19 outbreak in 2019 has had a huge impact on tourism around the world. In this context, how culture can attract tourists and revive tourism should be further discussed.
Author Response
Dear Reviewer,
Thank you very much for your extremely valuable comments. We have done our best to take all of your comments on board. Please see the attached file.
Thank you and best wishes.
Author Response File: Author Response.pdf
Round 2
Reviewer 1 Report
Thank you for the opportunity to review the paper “Culture’s Influence on the Design and Delivery of the Marketing Mix Elements in Tourism and Hospitality”.
The authors responded/ explained with reasonable arguments and corrected all the remarks and observations highlighted and the results suggest a more consistent and logical text with a clearer reference list. To sum it up, the authors developed a more in-depths theoretical presentation about the subject, integrating the suggested aspects and the conclusions of the review are also modified and the reference list is updated.
I consider that the paper is publishable after a final check from the authors.
Reviewer 2 Report
I have no other comments, thank you.
