Chung-Shing Chan

Rebranding Hong Kong “Green”: the potential for connecting city branding with green resources

This paper addresses the dearth of knowledge and theoretical development on how ecological or environmental factors such as green resources can be integrated into the concept of city branding. The gap-branding model used for identifying the perceptual disparities in a city branding process was modified to incorporate the theme of green resources such as parks and green spaces. The dimensions and elements of a green city brand were designated and tested in a study using a questionnaire survey with local and non-local city consumers in Hong Kong. The results explored the potential for branding a metropolis by its green resources and identified two distinctive Green (Resource) Brand Pentagons for each respondent group. A comparative analysis was also conducted to explain how the two groups of city consumers perceived the green resources of Hong Kong similarly and differently. This paper acts as a pilot study to bridge the disciplines of marketing and geography.

The green branding of Hong Kong: visitors’ and residents’ perceptions

Purpose This paper aims to connect green spaces with city branding by introducing a proposed Green (Resource) Brand Hexagon (GBH). Design/methodology/approach This study empirically tested the principles of the GBH with samples of Hong Kong residents (n = 301) and visitors (n = 395). Surveys were carried out to investigate the perceptions of the 23 elements in the GBH by both respondent groups. Findings A comparison of the results via factor analysis identified two green brand structures preferred by local residents (a brand pentagon) and by visitors (a brand square). The findings suggest different associations of green resource elements in their brand perceptions, which were partly reflected in the governmental Brand Review exercise in Hong Kong in 2008. Inter-group differences in the ranking of GBH’s elements also indicate a knowledge gap between visitors and residents. Research limitations/implications The modification process of the GBH from Anholt’s City Brand Hexagon framework involved researchers’ interpretations and understanding of green resources in Hong Kong; it inevitably produced some degree of subjectivity. The working definition of “green resources” in this study perceptually excluded certain features in public parks, such as the geological landscapes and beaches that are, in principle, part of the Hong Kong Geopark. Originality/value The findings of this paper offer an indicative green brand framework for destination marketers and brand managers whose cities enjoy attractive green resources. The ratings of GBH’s elements provide useful references for local brand management through an understanding of strong green brand attributes and structures by local residents and visitors. The inter-group comparison of the green brand structures also informs policymakers and city marketers about the divergent associations of brand elements for possible brand extension. Finally, the results are also very beneficial because they provide an opportunity for regional green brand development.

How a green city brand determines the willingness to stay in a city: the case of Hong Kong

ABSTRACT This paper studies how biophysical green resources can become brand dimensions that affect the willingness of non-local people to stay in Hong Kong. Based on the Green (Resource) Brand Hexagon (GBH), the green brand attributes of Hong Kong were tested with two samples: inbound visitors (n = 396) and outsiders, most of whom had not visited Hong Kong (n = 235). The results show that visitors have more diversified determinants than outsiders, with safety, accessibility, and the aesthetic value of parks and landscapes in particular increasing respondents’ willingness to stay in Hong Kong. Outsiders perceive that a pleasant experience in physical spaces is primarily relevant to their willingness to stay in Hong Kong for seeking employment and education. However, green brand attributes play only a small part in the views of both respondent groups, indicating the presence of non-environmental factors in the decision to stay in a city.

An assessment of place brand potential: familiarity, favourability and uniqueness

This paper aims to present an approach by which to assess the potential of branding a particular type of place resource or feature.,A review was conducted to analyse three key periodicals (Journal of Brand Management, Place Branding and Public Diplomacy and Journal of Place Management and Development) in the field of branding and place branding between 2000 and 2011. These three periodicals are recognized as the three leading periodicals of place branding, and they followed the clear establishment and development of the field of place branding.,Familiarity, favourability and uniqueness are the three dimensions that give a quick indication of the level of place brand equity, and in turn they represent the level of place brand potential.,In the literature, brand potential is not well conceptualized. This paper identifies this knowledge gap through a review of place branding studies, and it closes the gap by connecting brand potential with place brand equity.,This paper suggests practical and research directions by which to study these three dimensions to generate valuable brands for places.

Perceptual content analysis for city image: a case study of Hong Kong

ABSTRACT This paper presents a case study investigating the most salient impressions and unique attractions of Hong Kong, perceived by government officials, inbound visitors and local residents. The study utilizes neural network analytical content analysis as a tool to understand the shared and disparate images and perceptions of the uniqueness of Hong Kong by quantifying the occurrence of open-ended self-reported textual answers by the respondents. The clustering of the answers and perceptual mapping confirms that the stakeholder groups think of Hong Kong as a conventional tourist destination and as a cosmopolitan metropolis. This strong stereotype, which displays an obvious knowledge gap between visitors and residents, as well as inter-group discrepancies, has created obstacles to innovating Hong Kongs image and branding.

Developing a Sustainable and Green City Brand for Hong Kong: Assessment of Current Brand and Park Resources

Abstract This paper connects the existence of green resources such as parks and green spaces with the concept of city branding. This idea contributes to the establishment of a city brand and can be the catalyst needed to achieve city sustainability because ‘green branding’ demonstrates the multi-dimensional benefits of green resources to both local and international audiences. Using Hong Kong as a case study, green resource branding was viewed by stakeholders through a familiarity-favourability analysis, and the level of uniqueness of the key park resources in the city examined. The results of an online questionnaire survey showed low levels of both familiarity and favourability toward the current city brand of Hong Kong by both local and non-local respondents. In particular, the perceived brand was identified as falling into the challenging zone. However, respondents believed some park resources are unique. The perceived uniqueness and types of park were found to be associated, especially for the non-local group who possesses an holistic impression of these parks. To realize the branding of Hong Kong as green, the branding authority must clearly understand the process of branding, identify the authentic brand essence of the resources, and coordinate the relevant stakeholders proactively, instead of focusing solely on marketing campaigns and logos. Based on the observations and analysis, some recommendations are suggested for the city branding authority.

Changing travel behaviour of high-speed rail passengers in China

ABSTRACT This paper studies the impact of high-speed rail on travellers’ behaviour in China through the study of travellers’ characteristics and their satisfaction with the railway. A sample of 328 passengers from the Shenzhen-Xiamen Railway (XSR) is surveyed by questionnaires. The results confirm that the XSR development has partly changed the respondents’ decision to take the railway or choose its tourism-related products. Socio-demographic characteristics including age, occupation, monthly personal income, and annual travel expenditure show a significant influence on the changed travel behaviour though the tendency of such influence is not very apparent. Convenience and comfort lead to travellers’ satisfaction and these two aspects shorten the duration of stay of travellers and provide more short-haul rail-connected destination options. However, railway satisfaction is not highly associated with XSR-related product and service provision, but is related to the condition and the quality of the railway itself.

An analysis of push–pull motivations of visitors to Country Parks in Hong Kong

ABSTRACT This study investigates the push–pull motivations of visitors to the Country Parks in Hong Kong, particularly improves the knowledge about the influence of socio-demographic characteristics on push–pull motivations. This paper reports the findings of a survey on a sample of 205 local and non-local visitors to two selected parks in Hong Kong. Results identify that physical and psychological benefits, and specific purposes push people to visit Country Parks, whereas visible facilities, park environment and accessibility are important forces to pull the people to the parks. For a decision about a park visit, the socio-demographic characteristics of the respondents do affect their push–pull motivations. The positive correlations between push and pull factors of Country Park visit also confirm a complex and intertwined relationship between the two sides of motivations. These findings suggest specific market segments to foster local and inbound visits. Implications to tourism and park management authorities are drawn to integrate demand-side factors and resource provision.

Does authenticity exist in cultural theme parks? A case study of Millennium City Park in Henan, China

ABSTRACT Authenticity has always been a salient concept in tourism studies. Most previous studies focused on cultural heritage sites while much less research was conducted on man-made attractions. Given the importance of authenticity in the tourism industry, this research investigates different authenticity concepts in a unique context: a Chinese cultural theme park. Millennium City Park is a typical cultural theme park in Kaifeng, Henan, China, and was chosen as the case study. This study identifies the perception of authenticity from the perspectives of both park managers and park visitors. It is found that visitors value authentic experience in the experience economy. Authenticity plays an important role in the tourism industry, in which activity-related authenticity is more important to visitors than object-related authenticity in cultural theme parks since visitors prefer more participation and involvement during their visits. It is suggested that park planners emphasize cultural elements in various products in cultural theme parks.

The Mainland Chinese market for nature tourism in Hong Kong

ABSTRACT Nature tourism has been emerged as an ecologically sensitive form of tourism in developed and developing countries. A large influx of tourists would have both benefits and adverse impacts on these destinations. With an increasing influence of Chinese market in many destinations and tourism activities worldwide, it is important to understand the perceptions and preferences of Chinese tourists toward natural attributes so that proper approaches to destination planning and marketing can be derived to better attract these segments of tourists and sustainably manage tourism resources. The results of an empirical study of a sample of Mainland citizens (n = 430) to Hong Kongs nature areas show that (1) they exert a high degree of interest in participating in nature tourism; (2) female and older people are more interested in visiting natural environment; (3) these potential nature tourists from China prefer going to places in association with sea views, and engaging in photo-taking, non-commercial activities and less artificial elements; and (4) the nature tourism attributes form two factors related to aspects of educational needs and relaxation (an experiential factor), and nature-oriented but also convenient (a functional factor). These considerations can lead to the development of ecotourism products that are better suited to meeting the interests of mainland Chinese tourists, while also enriching the host experience.