Study on Digitalization and Communication of Brand Image of Guangdong, Hong Kong and Macao Greater Bay Area
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23 sept 2025
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Publicado en línea: 23 sept 2025
Recibido: 21 dic 2024
Aceptado: 20 abr 2025
DOI: https://doi.org/10.2478/amns-2025-0991
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© 2025 Xiaojian Chen and Jiaqi Yuan published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Figure 1.

Statistics of brand personality words of each city
| Dimensionality | Feature word | Guangzhou | Shenzhen | Zhuhai | Hong Kong | Macau |
|---|---|---|---|---|---|---|
| Internationalization | World-class | 42 | 41 | 28 | 56 | 51 |
| World-leading | 15 | 42 | 25 | 41 | 39 | |
| Globalized | 24 | 33 | 21 | 31 | 22 | |
| Open | 34 | 40 | 38 | 36 | 31 | |
| High speed | Efficient | 21 | 53 | 22 | 49 | 58 |
| Energetic | 22 | 61 | 18 | 51 | 31 | |
| Modernize | 45 | 49 | 16 | 55 | 43 | |
| Diversification | Inclusive | 75 | 43 | 32 | 38 | 26 |
| Cross-cultural | 15 | 34 | 19 | 41 | 55 | |
| Historical | 32 | 0 | 0 | 0 | 0 | |
| Artistic | 16 | 0 | 0 | 0 | 0 | |
| Livable | Leisurely | 122 | 70 | 89 | 60 | 53 |
| Rustic | 0 | 0 | 0 | 0 | 0 | |
| Refreshing | 0 | 0 | 9 | 0 | 0 |
Statistics of brand personality words over the years
| Year | Internationalization | High speed | Diversification | Livable | Total | ||||
|---|---|---|---|---|---|---|---|---|---|
| 2019 | 281 | 26.02 | 155 | 14.25 | 352 | 32.60 | 292 | 27.04 | 1080 |
| 2020 | 392 | 27.41 | 264 | 18.46 | 489 | 34.20 | 285 | 19.93 | 1430 |
| 2021 | 588 | 33.75 | 367 | 21.07 | 301 | 17.28 | 486 | 27.90 | 1742 |
| 2022 | 650 | 27.25 | 684 | 28.68 | 562 | 23.56 | 489 | 20.50 | 2385 |
| 2023 | 665 | 28.25 | 719 | 30.54 | 557 | 23.66 | 413 | 17.54 | 2354 |
Brand personality dimension statistics
| Region | Internationalization | High speed | Diversification | Livable | Total | |||||
|---|---|---|---|---|---|---|---|---|---|---|
| n | % | n | % | n | % | n | % | n | % | |
| Guangzhou | 115 | 1.28 | 88 | 0.98 | 138 | 1.54 | 122 | 1.36 | 463 | 5.17 |
| Shenzhen | 156 | 1.74 | 163 | 1.81 | 77 | 0.86 | 70 | 0.78 | 466 | 5.20 |
| Zhuhai | 91 | 1.02 | 56 | 0.62 | 51 | 0.57 | 98 | 1.09 | 296 | 3.30 |
| Hong Kong | 164 | 1.83 | 155 | 1.73 | 79 | 0.88 | 60 | 0.67 | 458 | 5.11 |
| Macau | 143 | 1.60 | 132 | 1.47 | 81 | 0.90 | 53 | 0.59 | 409 | 4.57 |
| Total | 669 | 7.48 | 594 | 6.63 | 426 | 4.76 | 403 | 4.49 | 2092 | 23.35 |
| Guangdong-Hong Kong-Macao Greater Bay Area | 2576 | 28.76 | 2189 | 24.44 | 2261 | 25.24 | 1965 | 21.94 | 8958 | 100.00 |
Emotional distribution of tourists
| Affective category | Account for% | Intensity | Account for% |
|---|---|---|---|
| Positive emotion | 78.98% | Normal | 42.64% |
| Moderate | 13.51% | ||
| Altitude | 22.83% | ||
| Neutral emotion | 10.24% | ||
| Negative emotion | 10.78% | Normal | 8.24% |
| Moderate | 2.14% | ||
| Altitude | 0.40% | ||
| Total | 100.00% |
