Award Date

Spring 2012

Degree Type

Professional Paper

Degree Name

Master of Hospitality Administration


Hotel Administration

First Committee Member

Gail Sammons, Chair

Number of Pages



In 2003, when most the current Cotai Strip was still a piece of reclaimed land, Sheldon Adelson started a visionary development on this piece of land: the Asian Las Vegas - the Cotai Strip under the corporate Sands China Limited. Its first property, the Venetian Macau was opened in August 2007 followed with a Four Seasons hotel in 2008 with a great success. The forthcoming project is the Sands Cotai Central which includes a 1,200-rooms Holiday Inn Macau, a 600-rooms Conrad Macau and a 4,000-rooms Sheraton Macao with an additional complex of casino, meeting facilities, and shopping mall.

Marketing these different hotels and the Venetian Macao separately is not only costly but is also possibly conflicting to each other. Together with the existing resources Sands China owns (the Cotai Jet – ferry service between HK & Macau, the largest fleet of tour bus and the existing strong brand image of the Venetian Macau), it will be much cost effective and efficient to market a new tourist destination – the entire Cotai Strip, that consists of different hotels and other element of entertainment where customers have a great variety of choice to stay and experience.


Casinos – Marketing; China – Macau; Marketing – Costs; Resorts – Marketing; Tourism


Advertising and Promotion Management | Hospitality Administration and Management | Marketing | Strategic Management Policy | Tourism and Travel

File Format


Degree Grantor

University of Nevada, Las Vegas




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