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Visitor Preferences for Trees in Streetscapes: Nature and Commerce in Athens, Georgia
Technology Transfer Publication
Many downtown central business districts (CBD) experience intense retail competition from discount retailers, regional malls, and online shopping. Merchants will often organize and plan physical improvements to create a more appealing consumer environment. Such planning is important, as recent retail marketing studies indicate that shoppers are becoming more interested in having quality experiences while spending time in shopping places.
This Fact Sheet is based on a contingent behavior study conducted in Athens, Georgia to evaluate visitor reactions in a familiar retail setting having established urban forest canopy. The visitors of Athens business district indicated a strong preference for the presence of trees, and specified how the presence of a streetscape canopy influences their shopping activities. See also: Fact Sheet #13.
(Fact Sheet #12)
K.L. Wolf
2003
College of Forest Resources, University of Washington
Seattle, WA
2
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Perceptions/Values/Attitudes
Georgia
Downtown, Preference survey, Leaf characteristics, CBD, Behavior
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