Browsing by Author "Lin, Xiang"

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    International hotel brand translation in China: the importance and issues of localization
    (University of Delaware, 2023) Lin, Xiang
    When a brand expands overseas, it usually faces the choice of brand standardization and localization (Francis, 2002). Different from the practice of other regions and countries in the world, almost all international brands will be localized to better adapt to and integrate into the local market when they enter China. This is due to China's unique social structure, cultural and language system. Previous studies on this topic mainly focus on the translation methods and effectiveness in the process of brand localization in a broad sense, but there is little research on the actual role of hotel brand translation strategy in brand localization. Through the perspectives of industry practitioners as well as consumers, this study hopes to discover more about the problems and insights in the localization process of international hotel brands in China.