| Yhteenveto: | The 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.
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