To Innovate or Regulate: The Impact of Environmental Policies on City Brands
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With the growth of the travel industry, consumers are changing in various ways, such as staying in a specific city for a long time rather than staying for a short time. In city branding, eco-friendly policies are important for tourists to choose their travel destinations. For example, Jeju Island maintains a clean brand image and attracts more tourists through its eco-friendly policies. In this research, we conduct four experiments to examine the factors influencing the city branding in terms of eco-friendliness. According to the results of this study, it was confirmed that environmental policy elements give potential travelers and residents a perception that it is a good place to live regardless of whether the city is currently a green city. In particular, it was found that when there is an eco-friendly policies based on innovation, they respond more positively. We also find that individuals with lower environmental consciousness tend to be more affected by the environmental policy type. Therefore, cities in major travel regions of the world need to strengthen their city branding strategies based on these findings.
Abstract
With the growth of the travel industry, consumers are changing in various ways, such as staying in a specific city for a long time rather than staying for a short time. In city branding, eco-friendly policies are important for tourists to choose their travel destinations. For example, Jeju Island maintains a clean brand image and attracts more tourists through its eco-friendly policies. In this research, we conduct four experiments to examine the factors influencing the city branding in terms of eco-friendliness. According to the results of this study, it was confirmed that environmental policy elements give potential travelers and residents a perception that it is a good place to live regardless of whether the city is currently a green city. In particular, it was found that when there is an eco-friendly policies based on innovation, they respond more positively. We also find that individuals with lower environmental consciousness tend to be more affected by the environmental policy type. Therefore, cities in major travel regions of the world need to strengthen their city branding strategies based on these findings.
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