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City neighbourhood branding and new urban tourism
King, Brian Richards, Greg Yeung, Emmy
King, Brian
Richards, Greg
Yeung, Emmy
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2023-05-24
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Abstract
City authorities worldwide have sought to rejuvenate and diversify their tourism product offerings by dispersing visitors into less familiar and frequented locales. Despite calls to understand such ‘new tourism areas’ (NTAs) in urban areas, few researchers have examined visitor responses to the implementation of NTA strategies, particularly outside Europe. This quantitative approach considers the profiles, attitudes and behaviours of NTA visitors in an Asian city that was undertaking dispersal efforts pre-pandemic in the context of mass inbound Chinese visitation. Distinct profiles are found for NTA visitors relative to other city arrivals in response to Hong Kong’s branding propositions. It is found that NTAs appeal to repeat visitors seeking cosmopolitan experiences and may help tourist dispersal and product differentiation, though the proposition that NTA visitors are more highly educated was not supported.
Citation
King, B., Richards, G., & Yeung, E. (2024). City neighbourhood branding and new urban tourism. Current Issues in Tourism, 27(10), 1649-1665. https://doi.org/10.1080/13683500.2023.2214719
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Taylor & Francis
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Current Issues in Tourism
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Article
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This is an Accepted Manuscript of an article published by Taylor & Francis in Current Issues in Tourism on 24/05/2023, available online: https://doi.org/10.1080/13683500.2023.2214719
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1368-3500
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Hospitality and Tourism Research Centre; Grant(s): ZVBU