Multi-stakeholder study on urban greening as Hong Kong's city branding practice

Abstract

This study explores Hong Kong’s potential to enhance its international position and social development through mainstreaming urban greening in its city branding exercise from the perspectives of local residents, overseas investors/workers and tourists. The variety of services by urban greeneries are theorised to be compatible with the economic and social purposes of city branding, as exemplified by Minneapolis, Vancouver, Singapore and London. Through literature review, despite enjoying exceptional green cityscape with the presence of urban parks, country parks, Hong Kong Wetland Park and other green facilities, the authority is considered unable to capitalise the strength under Hong Kong’s current branding exercise. The results from the questionnaire survey (n=240), focus groups (n = 10) and email interviews reveal that, while perceiving the current availability of urban green resources inadequate, people generally favour incorporating more green elements into the brand, mostly due to the positive correlation between urban green provision and quality of living. The mediocre ratings towards the current brand highlight a need to review the brand. The adoption of the proposal also necessitates the authority to enhance its work in the creation and management of urban green resources as well as environmental education.