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dc.contributor.authorLiao, Xiaoling
dc.date.accessioned2020-08-06T05:25:07Z
dc.date.available2020-08-06T05:25:07Z
dc.date.issued2020
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/71343
dc.description.abstractThe hospitality industry is usually regarded in the centre of the globalization of international business. As hotels or resorts increasingly extend their properties in multicultural markets, in which China is perceived as one of the most potential markets, this study will learn how the globalized and localized marketing approach should be pursued, which is needed for multinational hotels chains to gain more market share in China. The aim of the study is to explore the marketing promotion campaigns of an American resort in China to understand the approaches the organisation utilises to succeed on the Chinese market. An in-depth case study of Sands Resorts Macao’s marketing campaigns in Chinese market will be conducted in the light of Segmentation, Targeting and Positioning (STP) theory. The case study will try to present the practical and empirical insights for researchers and marketers. This study revealed that international hospitality brands could leverage globalized marketing strategy to make its brand easily recognized, and use localized marketing strategy to do concrete emotion driven among mainland Chinese tourists and raise brand awareness in Chinese market. The findings will provide significant insight and implications for multinational hotels and resorts brands which are ambitious to extend Chinese market or improve brand awareness in Chinese market.en
dc.format.extent57
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.subject.otherglobalized
dc.subject.otherlocalized
dc.subject.othersocial media marketing strategy
dc.subject.otherhospitality industry
dc.titleGlobalized and localized marketing approach for hospitality industry : case study of Sands Resorts Macao
dc.identifier.urnURN:NBN:fi:jyu-202008065489
dc.type.ontasotPro gradu -tutkielmafi
dc.type.ontasotMaster’s thesisen
dc.contributor.tiedekuntaHumanistis-yhteiskuntatieteellinen tiedekuntafi
dc.contributor.tiedekuntaFaculty of Humanities and Social Sciencesen
dc.contributor.laitosKieli- ja viestintätieteiden laitosfi
dc.contributor.laitosDepartment of Language and Communication Studiesen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiaineIntercultural Communication (maisteriohjelma)fi
dc.contributor.oppiaineMaster's Degree Programme in Intercultural Communicationen
dc.rights.copyrightJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rights.copyrightThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.type.publicationmasterThesis
dc.contributor.oppiainekoodi3134
dc.subject.ysoglobalisaatio
dc.subject.ysomarkkinointi
dc.subject.ysososiaalinen media
dc.subject.ysohotellit
dc.subject.ysomatkailu
dc.subject.ysotapaustutkimus
dc.subject.ysoglobalisation
dc.subject.ysomarketing
dc.subject.ysosocial media
dc.subject.ysohotels
dc.subject.ysotourism
dc.subject.ysocase study
dc.format.contentfulltext
dc.type.okmG2


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