Despite its behemoth status in the global entertainment industry with a sundry portfolio that includes the London Eye, Madame Tussauds, and Sea Life, the U.K.-based company continues to move with speed and precision when it comes to China. Read More
In recent years, organizations have typically partnered with celebrities to gain traction with outbound Chinese travelers. With the increasing influence of travel shows and user-generated content, the suitability and effectiveness of this tactic should be reassessed. Read More
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