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Generational homogeneity and heterogeneity in city image perception: an explorative study of Guangzhou

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Abstract

This study examines perceptions of Guangzhou and looks for generational differences in projected image and information channel preferences. Based on a content analysis of 47 official city image advertisements, 16 themes are extracted and tested as traits of Guangzhou’s city image. Targeting all of China, an online questionnaire is undertaken, returning 1601 valid responses covering five generational groups: post-60s, post-70s, post-80s, post-90s, and post-00s. Free factor analysis and Kendall correlation analysis are used. The results suggest that there are no significant differences among the generational groups for information channels or perceptions of Guangzhou, since the dimensions of image perception are similar. However, an emphasis on different traits is identified, suggesting different preferences among generational groups which requires the attention of the city image communication authorities. The purpose of this study is to examine audience perceptions of Guangzhou and to look for generational differences in projected image and information channel preferences. Based on a content analysis of 47 official city promotional videos, 16 themes are extracted and tested as traits of Guangzhou’s city image. Targeting all of China, an online questionnaire is undertaken, returning 1601 valid responses covering five generational groups: post-60s, post-70s, post-80s, post-90s, and post-00s. Free factor analysis and Kendall correlation analysis are used. The results suggest that there are no significant differences among the generational groups for information channels or perceptions of Guangzhou, since the dimensions of image perception are similar. However, an emphasis on different traits is identified, suggesting different preferences among generational groups which require the attention of the city image communication authorities. The similarities in perceptions of the dimensions of city image of the generational groups and the emphases on different traits are similar to existing research. However, a clear and theoretically based generational segmentation is required for future research. Consistency between the projected and perceived images of Guangzhou in all information channels suggest the need of continuous use of integrated marketing communication strategy.

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  1. School of Media, Communication and Sociology, University of Leicester, Leicester, LE1 7JA, UK

    Dian Wang

  2. College of Management, Shenzhen University, Shenzhen, 518052, China

    Bowen Zhang

  3. School of Advertising, Communication University of China, Beijing, 100024, China

    Yingying Wu & Xinwen Zhang

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  1. Dian Wang
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Wang, D., Zhang, B., Wu, Y. et al. Generational homogeneity and heterogeneity in city image perception: an explorative study of Guangzhou. Place Brand Public Dipl 19, 128–142 (2023). https://doi.org/10.1057/s41254-021-00250-2

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