Abstract
ABSTRACTThis 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.
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