Trees in the Small City Retail Business District: Comparing Resident and Visitor Perceptions

"Many small cities and towns are located near resource lands, and their central business districts serve both residents and visitors. Such quasi-rural retail centers face competitive challenges from regional shopping malls, online purchasing, and big box discount retailers. District merchants must strategically enhance their market position to prevent outshopping. Streetscape trees are a physical improvement that can be used to attract and welcome consumers. A national survey evaluated public perceptions, patronage behavior intentions, and product willingness-to-pay in relationship to depictions of trees in retail settings. Results suggest that consumer behavior is positively associated with the urban forest on multiple cognitive and behavioral dimensions. Forest amenities of both wildland and built environments can be used to strengthen local economies." JOF