Green Resources for City Brand in Hong Kong: Potential and Gaps

This research structure is separated into two parts, which study the "potential" and "gaps" of branding Hong Kong's green resources. There are four research objectives: (i) to develop a green resource branding framework (and the relevant brand structure) based on the theoretical basis of city branding, particularly the Three-Gap Branding Model and the City Brand Hexagon (CBH); (ii) to explore any competitive identity and the distinctive structures of green resource brand in Hong Kong through an investigation into the perceptions of visitors and local residents; (iii) to identify the possible gaps in the process of green resource branding in Hong Kong through the test of a set of qualitative hypotheses grounded on the green resource branding framework; and (iv) to understand the similarities and the discrepancies of the green resource perceptions by the stakeholders in the course of branding Hong Kong green. The following aspects are the main results of this research:;(1) The potential of green resource branding in Hong Kong is apparent. Results of the Familiarity-Favourability (F-F) analysis of the Hong Kong's existing city brand revealed below-medium scores in both dimensions and a "challenged brand" condition among local residents and visitors surveyed online. Onsite visitors showed a relatively higher familiarity, stronger favourability, and a marginal "leading brand" condition. Marine Parks and Marine Reserve were the most distinctive types of park resources among visitors, whereas the Geo-park attracts local residents. The information and knowledge gap between local and non-local people were also discovered.;(2) Visitors and local residents have their distinctive green resource brand structures. The Green (Resource) Brand Hexagon (GBH), modified from the CBH, has 23 variables which were classified into six components. These variables were the elements and the basis of the measurement of the green brand. They were put through factor analysis to expose their underlying brand dimensions for each respondent group. The resultant structures were either in pentagonal (for local residents and online visitors) or square (onsite visitors) pattern. The combination of the elements in each green resource brand structure was different.;(3) Positioning the green brand must consider its brand structure. The true potential of green (resource) brand should consider the elements or a group of elements with an outstanding rating and the high association with the respondents. The strongest dimensions of both local and non-local respondents were about the economic benefits brought by green resources, the overall aesthetics of these resources, and the overall safety and quality of parks and green spaces. These attributes should reach a core part of green brand in Hong Kong. The high accessibility of parks and nature in Hong Kong was recognized by both governmental respondents and visitors, but not the locals in this study. Furthermore, Hong Kong's perceived status as a green city, the government policies of connecting greening and urban planning, and domestic ecological assets were found to be weak. These disadvantageous characteristics also formed part of people's conceived brand structure. All these findings become an empirical green brand portfolio (integrating the rating and brand structure).;(4) Three gaps (strategy, performance and satisfaction) in the green resource branding process were present in Hong Kong. The Three-Gap Branding Model was modified to a structure related to green resources. Three qualitative hypotheses represented the three respective gaps in the revised model.;Hypothesis 1 addressed the Green (Resource) Strategy Gap. This gap is present in Hong Kong's green resources through the comparison between the perceptions of the government respondents and local residents. The scores and the ranking of the 23 GBH's variables confirmed a partly different condition between the two sides. The content analysis and the interpretations derived from the Dendograms revealed the two sides shared part of the comments about Hong Kong's first impression ("air pollution" and "crowdedness"), unique attractions ("Victoria Harbour" and "culture"), and clustering of these elements. Hypothesis 1 was accepted.;Hypothesis 2, which studied the Green (Resource) Performance Gap, was thus accepted. The results suggested a partial disparity in green resource perception between the government respondents and experienced city consumers (i.e., onsite visitors and local residents). The inclusion of visitor group in the assessment matrix enlarged the inter-group perceptual difference, which was also observed by using perceptual mapping.;Hypothesis 3 confirmed the presence of Green (Resource) Satisfaction Gap in Hong Kong. Some of the inter- and intra-group discrepancies were found to be affected by individuals' cultural background, social, personal and psychological characteristics. A series of statistical tests were conducted on variables of the four factors. These four factors, in each respondent group, had only partly statistically significant results. This led to a decision for Hypothesis 3 being accepted. (Abstract shortened by UMI.).