The Glamorous Muti-cultural Metropolis Hong Kong

Beibei Huang ()
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Beibei Huang: Beijing Sport University

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 436-441 from Springer

Abstract: Abstract Hong Kong is a diverse city with many possibilities. It is not only the bustling side of Hong Kong that attracts people, but also the unique history and multiple cultures which is the fusion of Chinese and the Western civilization. So the connotation of Hong Kong should be paid more attention. It is important to rebrand Hong Kong by emphasizing the mixed culture, and try to analyze the marketing communication ways of the rebranding image.

Keywords: City image; City brand; Rebranding; Marketing communication; Hong Kong; Muti-culture (search for similar items in EconPapers)
Date: 2022
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DOI: 10.2991/978-94-6463-036-7_64

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