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This study aims to propose resident-based brand equity models on green, creative and smart development themes through a multi-sample telephone survey on Hong Kong residents (n = 751).

This research adopted a quantitative approach with a round of questionnaire-based survey carried out anonymously on adult citizens who have stayed in Hong Kong for more than one year. Telephone survey was performed by a professional survey research centre with trained interviewers between May and July 2022.

The study identifies the magnitude of these city brand equity attributes and reconfigured their composition under separate samples of Hong Kong residents. The results reveal the relatively stronger brand equity for developing Hong Kong as a smart city brand compared with green and creative branding.

The research findings might carry a major limitation of varied interpretations and stereotypes of each city theme (green, creative and smart) by local residents. To minimize the expected bias, two core questions were added to provide respondents with information on each theme before the main survey questions. The questions’ wording was also simplified to ensure the constraint and inconsistency of layman effect.

The common attributes across the themes, including distinctiveness, uniqueness, confidence, positive image, liveability, long-term residence, feature familiarity and top-of-mind, indicate the most prominent aspects of brand equity formation and enhancement. Since urban sustainability does not follow a single path of strategies and infrastructure development, city brand process should also follow a selective approach, which clearly identifies a multiplicity of local interests that could create the best outcomes and the strongest brand equity for the city.

The factor allocation and regression analysis elucidate different configurations of the determining factors with a three-factor model for green city brand equity and two-factor models for the other ones. The findings encore some previous studies supporting the differentiation between common attributes and distinctive attributes, and the overlapping approach to unleash the strongest integration of attributes of brand equity.

The study aims to draw on the self-congruity theory to investigate the relationship among destination personality (DP), self-congruity and tourists’ pro-environmental behavioral intention (BI) among Guangzhou citizens who have experienced nature-based tourism (NBT).

The survey-based quantitative research was divided into two rounds, namely, a preliminary study exploring the dimensions of DP and the verification of whether the DP dimensions that significantly affect pro-environmental BI in step one would be selected for the main research to validate the conceptual model.

The results suggest that wholesome, one of the destination personalities, strongly predicts tourists’ pro-environmental BI, while actual self-congruity plays a mediating role between sincere, another DP, and tourists’ pro-environmental BI.

In practice, it offers multidimensional knowledge and robust evidence-based recommendations for the sustainable development and destination branding of NBT destinations in the post-epidemic era.

The study presents pioneering work that reveals previously underestimated factors influencing pro-environmental BI.

This study investigates how the perceived value of payment methods affects the transaction experience at the Christmas market and how this experience influences consumer willingness to pay. Additionally, this study examines the mediating role of transaction experience.

The sample was taken from tourists who visited the Innsbruck Christmas market in 2023. A total of 347 valid questionnaires were collected through a combination of paper questionnaires randomly distributed offline to Christmas market patrons (random sample) and questionnaires posted online (self-selected sample). Structural equation modeling (SEM) was used to analyze the data in this study.

The results demonstrate that consumers’ transaction experience at the Christmas market is significantly influenced by their perceptions of cash inefficiency, health risks associated with cash, convenience of cashless payments and security and privacy of cashless payments. Furthermore, the transaction experience has a significant impact on consumer willingness to pay. Additionally, the perceived value of payment methods and willingness to pay are mediated by the transaction experience.

This study examines the influence of the perceived value of payment methods on behavioral intentions in Christmas market research. It also demonstrates the mediating role of transactional experience on perceived value and willingness to pay, filling the gap in research on payment methods in Christmas markets. Additionally, the findings offer managerial contributions to destination organizations and retailers/vendors, suggesting that they should prioritize convenient payment methods to enhance revenues.