Purpose Neither visitors of visiting friends and relatives (VFR) travel nor hosts are homogeneous segments (Griffin & Guttenberg, 2020). For this reason, this study aims to address students as hosts of VFR travel and analyzes differences in the visitor and the host segment. As a result,...

Purpose This paper aims to present an approach by which to assess the potential of branding a particular type of place resource or feature. Design/methodology/approach A review was conducted to analyse three key periodicals ( Journal of Brand Management , Place Branding and Public Diplomacy and...

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...

Purpose This study aims to identify the perceived image of the Greater Bay Area (GBA) cities by university students in Hong Kong through both quantitative and qualitative analysis of the levels of familiarity and favourability, the characteristics of the GBA cities and the personal factors that...