《Table 5 The comparison of five Chinese and the other 44 Alpha-level and Chinese world cities’market

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《Comprehensiveness and Locality: Website Marketing of World City Governments in the Era of Globalisation》

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Previous domestic studies generally presume that website marketing contents are highly influenced by marketing targets.In other words，website marketing elements presumably differ due to the different intended website visitors.Therefore，we collected the marketing elements of the Chinese edition websites of the five Chinese world cities，using similar collecting methods to those introduced in section 3.2，and comparatively analysed the homogeneity and heterogeneity of websitemarketing contents in different language editions.The results indicate six things.First，as the paired t-test value exactly reflects the significance of heterogeneity of two groups’values that cuts across each primary element respectively，Chinese edition websites significantly place more emphasis upon marketing Built Environment and Architecture elements than English editions do.More precisely，beside regional historic buildings，Chinese edition websites also tend to show pictures of non-specific historic buildings（e.g.，buildings constructed in colonial period），distinctive non–historic flagship buildings（e.g.，CCTV headquarter tower，Canton tower）on English edition website.Second，in the elements of History and Cultural Activities，Chinese edition websites also highlight marketing historic decoration pictures（e.g.，facades of arcade buildings alongside historic commercial streets）.Third，in the elements of Natural Environment and the Outdoors，and similar to English edition websites，Chinese edition websites also show pictures of beautiful local natural environments.Fourth，in the Governmental and Urban Images elements，Chinese edition websites introduce administrative services by showing executive process pictures of administrative affairs，while English edition websites introduce symbols of local pride（e.g.，Peking Opera，kapok）.Fifth，in elements of Civil Living and Society，Chinese edition websites focus on showing theme park pictures so as to market an image of rich entertainment.Sixth，in the Information Services elements，Chinese edition websites mainly introduce internal business information（e.g.，entrepreneurship，tax，financial support）and tourist services（e.g.，hotel，tour attraction），which are distinct upon English language websites.The latter tend to place more focus on introducing local news（e.g.，implementing development zone）and employment information（e.g.，skill training）（Table 6） .In summary，the marketing elements of both Chinese and English edition websites present general homogeneity but partial heterogeneity.Compared to English edition websites，Chinese edition websites place greater emphasis on introducing local historical buildings，administrative services，and internal business information.These heterogeneous marketing elements reinforce the locality of world cities’website marketing，especially on a native language edition website.