Abstract

The aim of this paper is to investigate the starting conditions of green resource branding in Hong Kong and Copenhagen. The study is based on the application of the Green Brand Hexagon (GBH) that measures multi-dimensional attributes of a green resource brand. Two surveys were conducted in Hong Kong (n = 395) and Copenhagen (n = 217), sampling inbound visitors. The results show that visitors in Hong Kong tend to believe that green brand attributes are connected to the economic benefits of a greener urban environment, while the green aspects related to international status and public policies are relatively stronger in Copenhagen. Hong Kong has a square green resource brand structure that combines interconnected green resource attributes, whereas Copenhagen keeps a hexagonal structure with more dimensions but a simpler composition in each dimension.

Keywords

City branding; Copenhagen; Green resource brand; Hong Kong; Urban green resources

Published in

Journal of destination marketing & management
2018, Volume: 10, pages: 10-24
Publisher: ELSEVIER SCIENCE BV

SLU Authors

• Randrup, Thomas

  • Department of Landscape Architecture, Planning and Management, Swedish University of Agricultural Sciences
    

Sustainable Development Goals

SDG11 Make cities and human settlements inclusive, safe, resilient and sustainable


UKÄ Subject classification

Economic Geography


Publication identifier

DOI: https://doi.org/10.1016/j.jdmm.2018.05.006

Permanent link to this page (URI)

https://res.slu.se/id/publ/97699